Mumbai: Divine is among the top Indian diamond product brands. Currently, Divine is a B2C brand operating in over 88 cities in the country through its network leading jewellers as their distribution partners. They are now looking at D2C channel to build a superior digital experience for their customers through the omnichannel presence that they help their partner jewellers to grow the business using the power of digital platforms.
It was the 1st diamond brand in India to offer Nationwide Standard Transparent Pricing, which guarantees complete peace of mind for their customer. Its solitaires come with features such as a unique Hearts and Arrows cut, easy Upgrade option, and a free all-risk Insurance cover, to name a few.
Commenting on this new partnership, Jignesh Mehta, Founder & Managing Director, Divine Solitaires, “We are very excited to team up with the 0101 team to take the brand to its next level. We believe in technology as it has the power to exploit the huge potential that the Diamond Industry provides. We are launching our custom range of jewellery for our discerning customers. This is a signal of the customer centricity we are adopting as a brand.”
“We are witnessing a shift. Our average age of our customers is going down, this requires our business and our perspective to evolve. Our journey of Digital transformation is just the beginning, we are very excited with the new opportunities and are gearing up to lead the way with technology in the diamond business” adds Mehta.
The aim is to make the website the clear destination for commerce and adopt a multi-channel approach. To this end the brand is also looking at being the first Indian diamond brand to look at marketplaces, affiliates networks across the world.
“The online diamond market has a huge potential and wants to be the first diamond brand to use tech and lead the way. Our mandate is not just for the brand’s Digital transformation, but what makes it really interesting is the management of the entire eSales, with domestic and global distribution rights. We want to make the brand big and both the team at Divine and 0101 are in a hurry.” Ajay Verma, Managing Partner 0101.
0101 wants to create, refine & exploit the first party data and make it the bedrock for implementation of Divine’s marketing plan. “Till when can a brand keep paying Google and Facebook (Now Meta) for its marketing, we want to exploit the power of first party data. And our initial trials with this strategy have been very encouraging”adds Jayraj Jadhav, Managing Partner 0101.
Towards another Industry first, Divine has created an omni-channel sales network that is powered by technology. This includes a combination strategy that integrates its Digital Assets with Virtual Assist, Try at Home and Online to Offline to enhance its B2C network and at the same time build B2B2C and D2C channels.
Mihir Mehta, Managing Partner 0101 comments on future strategy deployment, “Consumer journeys are not linear and every consumer is different. What we intend to do is create personalised experiences and create ease of shopping for customers through online channels, video assistance and try @ home features. We want to create a seamless channel for online onboarding and offline purchase.”