Published Paper Details:

This review explores the transformative landscape of jewellery shopping in India, characterized by the interplay of technology, evolving consumer preferences, and a growing commitment to environmental sustainability. The traditional in-store selection process for exquisite jewellery is giving way to a digital revolution, with consumers increasingly turning to online platforms. Simultaneously, heightened awareness of eco-friendly practices is shaping the choices of discerning buyers. The paper delves into the changing face of jewellery shopping, focusing on burgeoning online trends and the escalating demand for eco-friendly options. Consumers, armed with smartphones and a wealth of information from various sources, are becoming more discerning, posing intriguing challenges for the industry. The review chronicles the paradigm shift in India's jewellery market, from the liberalization of its economy in 1991 to the present, spotlighting key entities like the Minerals and Metals Trading Corporation of India (MMTC) and the State Bank of India (SBI). The industry's evolution is examined through four themes: Digital Transformation, Customization and Personalization, Sustainability, and Social Media Influence. Methodologically, a comprehensive literature review spanning 2019 to 2023 was conducted using PubMed, Scopus, and Google Scholar, focusing on jewellery shopping trends, online consumer behavior, and eco-friendly choices. The results reveal a nuanced industry portrait, emphasizing the strategic imperative of digital transformation, the rise of consumer-driven customization and 3D printing, the increasing importance of eco-friendly practices, and the profound impact of social media on shaping jewellery trends.