Fine Jewelry X

E-Commerce

This project investigates the core barriers preventing Indian consumers from confidently purchasing fine jewelry online, despite the growing shift to e-commerce. It addresses issues like trust, authenticity, inspection limitations, and transparency. The goal was to develop a certification-based solution that builds credibility and improves the online jewelry shopping experience. The outcome is the concept of a Certified Trust Jewelry Seal (CTJS) — a digital trust badge that assures consumers of product authenticity, quality, and secure transactions.

Team of
1

Tools Used
Miro | Canva | Google Suite

Year
Sept–Dec 2024

Project
CTJS

Opportunity Area:

The online fine jewelry sector in India remains underdeveloped. The gap lies in the absence of tangible inspection and perceived lack of trust, leading to customer hesitancy. This project sought to bridge that gap by addressing key concerns: authenticity, secure payment, clear return policies, and product transparency.

How I Solved It:

Through a 10-week process, I:

  • Conducted market analysis to understand fine jewelry e-commerce trends.

  • Ran surveys and interviews with over 200 participants to uncover customer pain points.

  • Developed the ERAF model to map the layers of consumer hesitation.

  • Prototyped a certification system (CTJS) backed by research, with AR tools, clear pricing breakdowns, and verified returns.

  • Used iterative feedback loops and strategic design tools to ensure customer-centric solutions.

Process Snapshots:

The Outcome:

The Certified Trust Jewelry Seal (CTJS) provides a comprehensive trust ecosystem for online jewelry retailers by:

  • Certifying authenticity, ethical sourcing, and quality.

  • Offering QR-based verification linked to digital certificates.

  • Enhancing customer confidence through secure delivery, insured returns, and blockchain verification.

  • Encouraging retailers to adopt a subscription-based model for credibility and increased conversions.

Further Project Insights:

    • Primary & Secondary Research

    • ERAF Model Development

    • Survey + 1:1 Interviews

    • Persona & Empathy Mapping

    • Journey Mapping & Scenario Design

    • Business Model Canvas

    • Competitive & PESTEL Analysis

    • Value Proposition Design

    • Balanced Scorecard & Financial Projection

    • Wireframing & Platform Prototyping

    • Uncovered five major trust barriers: inspection, pricing, security, communication, and authenticity.

    • Created a scalable business model for certification that benefits both retailers and consumers.

    • Validated the importance of user trust, brand transparency, and post-purchase support in high-value e-commerce.

    • Designed a value-driven platform that supports responsible sourcing, secure shopping, and customer education.

For More Information on the Project, Email: archithaakp@gmail.com