New Delhi Online jewellery retailer CaratLane.com launched its second brick and mortar store in Hyderabad at Forum Sujana Mall.
The hi-tech store will exhibit solitaire, diamond jewellery and CaratLane's signature collections of precious jewellery.
This store has been designed to encourage 'browsing', similar to shopping on a website, and is equipped with several touch screens and tablets that showcase CaratLane's collections.
'Given the high-value of the purchase, the 'touch and feel' factor provided here will make it easier for customers to buy solitaires & diamond jewellery online,' says Mithun Sacheti, CEO and Co-founder, CaratLane.
The customer attendants at the store take special care to run through the buying process of diamonds with each customer.
'The offline resence helps in building a stronger personal relationship with consumers by giving a human face to the brand. Consumers trust what they see. The idea of having offline stores was to induce confidence among consumers,' said Calvin John, Vice President - Offline Marketing CaratLane.com.