Caratlane, an e-commerce portal that deals in solitaires, jewellery and gold coins has launched one of its kinds ‘Solitaire Experience Lounge’ in New Delhi. The Solitaire Experience Lounge enables customers to get a first-hand feel of the CaratLane brand, speak to diamond consultants, try on samples of the jewellery and experience the online buying process.
The lounge aims to educate customers about diamonds and methods of purchasing diamonds. The Lounge will also help facilitate transactions by handholding customers through the entire buying process. It has several touch screens that showcase the CaratLane collection and make diamonds easy to fathom.
Customers can find the perfect diamond of their choice from a range of over 1,20,000 solitaires and evaluate the quality and integrity of diamonds through MS Surface-based interactive screens that provide detailed information about each piece of jewellery. Customers can continue to enjoy up to 25% savings on Solitaires as the pricing in the Lounge will be the same as on the website.
Mithun Sacheti, CEO and Co-Founder, CaratLane said, “The Solitaire Experience Lounge is about taking CaratLane to where the customer is. The idea is to bring the website into the Indian retail environment and create another touch point for the customer. Research tells us that a lot of times customers are willing to buy online but they just want to ‘see’ the organization. We believe that by bridging the online-offline gap, this initiative has the potential to be a game changer for e-commerce and diamond buying in India. We will set up six Solitaire Experience Lounges across the country during 2012-13, with Mumbai and Hyderabad coming up next.”
The actual purchase of diamonds and other precious jewellery, however, can be made online at CaratLane.com or at the Experience Lounge. This initiative while being targeted at customers who are increasingly tuned to the idea of making high value purchases online, will at the same time reach out to the traditional diamond and solitaire buyer who requires high personal attention due to the nature of the category.
Founded in 2008, CaratLane is targeting overall revenues of Rs.150 crores for FY13. The Chennai based online portal had raised $6 million from Tiger Global Management LLC in July last year.
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