Mumbai-based brothers Shailen mehta and Jignesh Mehta created their own brand, ‘Divine Solitaires’ of solitaire diamonds twenty years ago. Today the brand is available in 140 stores across 73 cities.
After two decades, when ecommerce was booming up, this brothers decided to enter the online market place and go beyond diamonds, there comes Ejohri, an online as well as offline jewellery market brand.
Customers are more particular about the touch-and-feel factor to buy this high ticket items. Experienced in this business, this brothers knew omni channel market would be the right strategy. After due research, Ejohri started melding the traditional jewellery market with modern technology in 2017.
The jewellery offered on Ejohri includes gold, diamond, gemstones, cubic zirconia, polki, platinum, solitaire, silver, Kundan, and Temple in the form of rings, earrings, pendants, necklaces, sets, nose pins, bangles, bracelets, and chains. The other offerings include tanmania, mangalsutras, gold watches, spectacles, pens, and cufflinks. Prices vary from Rs 250 to Rs 33 lakh.
Offline meets Online
Ejohri showcases its jewellery in online as well as offline.
“Putting up billboards and hoardings in cities is expensive and reaches only a limited audience. But if the sellers spend 10 percent of their marketing budget online, they can reach a much larger customer base. We aim to be the technology partner for these sellers,” Shailen says.
Ejohri receives three or four online orders per day. The online jewellery marketplace carries out the logistics on its own, by collaborating with top logistics companies.
Building the Business
By the end of 2018, Ejohri hopes to achieve Rs 5 crore in GMV (online and offline together) by on-boarding more than 200 jewellers and listing more than 50,000 products. Currently, they have around 20,000 registered customers.
In fact, Shailen says that by 2020 he foresees the Indian jewellery market to be approximately Rs 3.5 lakh crore, out of which Rs 50,000 crore will be online sales.