“Online jewellery is already working—but mainly at low ticket sizes,” said Praveen Govindu, Partner, Deloitte India. “Wedding jewellery is one of the highest-involvement purchases, typically made by couples and families together. The store experience — trials with wedding attire, bespoke customisation, and collective decision-making — makes offline far more engaging and productive.”
That dynamic explains why digital platforms, despite rising traffic, struggle to convert big baskets. Deloitte’s data shows digital channels increasingly act as discovery and lead-generation engines, while stores remain the core conversion hubs for high-trust purchases. The pattern mirrors consumer behaviour in apparel — casual wear online, wedding attire offline.
