electronics books music flowers are some of the more popular online shopping categories but how many devotees of ecommerce would be willing to fork out a crore or so to purchase jewellery kapil hetamsaria cofounder and chief executive of velvetcasecom a marketplace for fine jewellery in india believes there are quite a few willing to do that and gives the example of a recentlyexecuted order for bridal jewellery worth rs 14 crore as an online marketplace for jewellery we take care of all our customers needs from readytowear contemporary designs to custommade pieces for large bridal orders we provide a concierge who is like a relationship and asset manager says hetamsaria velvetcase has on board a large number of inhouse designers from around the world and provides a platform for not just jewellers and retailers but also for exclusive designers and their private labels spinning the eway so are there more online buyers of highend jewellery than say prehistoric animal teeth there are evidently buyers for those too else fossileracom wouldnt be in business mumbaibased fashion designer harsha patel would be nodding furiously in reply to that question she is after all one of those elite buyers of jewellery not megalodon fangs that i had friends who had used the customisation features of velvetcase helped me make up my mind in ordering a ring that had to be customised from a photo i shared with the inhouse designers says patel the cost rs 30000 while patel was impressed with the degree of involvement of the velvetcase team through email and whatsapp exchanges as well as the use of cad tools to create the design before actually crafting it she would still hesitate to order any jewellery item above rs 1 lakh online when i spend on highend jewellery i would like to look at many designs and connect with the jeweller onetoone in fact i then require a higher degree of customisation including looking at the colour and quality of gemstones being used and talking to the jeweller and trying on some of the pieces before i decide says patel nirav modi knows exactly what patel is talking about the luxury diamond jewellery designer whose price range starts at rs 2 lakh restricts his online presence to connecting with customers and showcasing collections he is toying with the option of selling jewels online but for now is content retailing nirav modi creations through boutiques in new delhi mumbai new york and hong kong with 10 more planned next year and then theres amrapali jewels a jaipurbased designer jewellery brand founded back in 1978 by rajesh ajmera and rajiv arora which has taken a middle path of sorts the company which has over 40 points of sale across india and overseas through directly operated stores and franchisees launched its website two years back and ships to over 200 countries even though so far were doing less than 5 of our sales online we see it growing fast explains tarang arora chief