Candere Revolutionizes Online Jewellery Shopping with Omni-Channel Trust and Data Intelligence

Jewellery in India is more than just an accessory; it’s an investment, an emotion, and a deep-rooted tradition often tied to "family jewelers" passed down through generations. For an online platform to break into this high-trust, high-ticket market, it had to solve for more than just logistics—it had to solve for human psychology.

Enter Rupesh Jain, an IT engineer turned jewellery entrepreneur and Founder of Candere. By bridging the gap between his family’s traditional jewellery roots and his passion for technology, Jain has built a platform that attracts 2 million monthly users. Following a landmark majority stake acquisition by Kalyan Jewellers in 2017, Candere has become a pioneer in the omni-channel jewellery experience, proving that data and trust can coexist in the digital world.

From a two-person team in 2013 to a workforce of 250, Jain’s journey is a masterclass in scaling high-ticket e-commerce through relentless customer focus and technological innovation.

The Problem: The "High Ticket" Trust Barrier

In the early days of Indian e-commerce, people were comfortable buying books or clothes online, but jewellery was a different story. The combination of high ticket values (often ₹30,000+), emotional significance, and fear of fraud created a significant resistance in the consumer's mind.

"Jewellery being a high ticket value and there is lot of emotion and trust involved... [conversion] takes more time for the users," Jain explains. While a local store might get 50-100 footfalls a day with high conversion, an online store faces the challenge of 100,000 daily users who are mostly in the "discovery" phase.

The Solution: The Trust-Led Omni-Channel Model

Candere solved the trust problem by leveraging the legacy of Kalyan Jewellers while building a digital-first infrastructure. They shifted the focus from "selling a product" to "creating customer delight" through a make-to-order model. This means every piece is crafted specifically for the buyer, eliminating the cost of sitting inventory.

"We are completely make to order brand... we do not have to invest a lot in our inventory," Jain notes. To further bridge the trust gap, Candere implemented Virtual Try-On technology, allowing customers to see how rings or necklaces look on them from the comfort of home.

Implementation: Data-Driven Funnels and Manufacturing Status

Scaling to 250 people required Jain to transition from being a "hands-on techie" to a metrics-driven leader. He emphasizes the importance of a three-stage funnel: Pre-purchase, Post-purchase, and Post-delivery.

Because jewellery is make-to-order, the "waiting period" is a high-anxiety time for the customer. Candere uses marketing automation to keep users updated on their manufacturing status, certification progress, and shipping. "Customer feels as if he is live in touch with us... he doesn't want to keep calling us," Jain says. This transparency is why 70% of their customers leave reviews, feeding back into the trust-building cycle.

The Human Side: A Culture of Failure and Experimentation

Jain is refreshingly honest about the reality of startups: "Maximum things in our life are failures only." At Candere, they have built a "culture of failure" where employees are encouraged to experiment and fail, knowing that only 1 in 100 experiments might strike gold.

He manages the high-pressure environment through a strict personal "four metrics" routine: Health, Mental Health, Spiritual Health, and Family. By visiting a temple daily and prioritizing physical workouts, he ensures he is mentally and spiritually equipped to give "200%" to the business.

Future Vision: The "Next-Door Jeweller" in the Digital World

As the Indian market matures, Jain sees conversion rates potentially reaching the 2% levels seen in the US. His goal is for Candere to become the "family jeweller" for the digital age—a brand that thinks globally but acts so locally that every customer feels they are buying from a trusted store just around the corner.

Key Takeaways for High-Ticket E-commerce

• Invest in "Post-Purchase" Experience: In high-ticket, long-lead time industries, the sale is just the beginning. Communicating the manufacturing status is just as important as the sale itself.
• Basics are the Growth Hack: There are no secret shortcuts. A tighter follow-up funnel and Relatable product recommendations are the real levers of scale.
• Hire Passion Over Cost: Jain learned the hard way that saving a few thousands on a salary for a non-passionate person can cost the business crores in missed growth.
• Action Speaks Louder: Build a culture where every employee manages their department as an independent entrepreneur, checking their own metrics daily.

With the backing of Kalyan Jewellers and a relentless focus on customer delight, Candere is proving that even the most traditional industries can be transformed through technology. For Rupesh Jain, the journey is about more than just diamonds and gold—it’s about building a legacy of trust in every digital transaction.