All that glitters is customized gold!

Can a Scottish clan come down on a ring? Or can you wear a game of snake-and-ladder on your neck? As much as confusing and bizarre it may sound, but these are the choices of the millennials, who like to wear what they like, in whatever shapes they like! The $60 billion jewellery business in India is mostly believed to be driven by touch-and-feel experience However, millennials are breaking all myths and are turning towards online jewellery in order to customize what they like and how they like Although the online segment contributes to about two per cent of the overall business, the market is huge, says Ship Jewel, Co-founder, Vaibhav Tyagi.

In a conversation with Indian Retailer, Tyagi shares why millennials are choosing customized jewellery and why the entry of big players is good for start-ups like Ship Jewel. To begin with what inspired you to venture into customized jewellery? Before . More