Consumer & retail
Buyers still decide on trust, in store and online.
Jewellers, watch and luxury houses compete on purity, price and provenance, which buyers now check. We design the catalogues, store screens and online journeys that make all three plain, and build the product records behind them.
Where rules matter mostMap of all forty-one industries
Why now
Each piece now carries its own HUID, large cash sales bring reporting duties and laboratory-grown stones need their own name. Every change below cites its source.
What it needsProduct pages, invoices and counters that show the hallmark and explain how to verify it.
EvidenceUnder BIS hallmarking, each piece carries the BIS mark, its purity in carat and fineness and a six-digit HUID that buyers can check in the BIS Care app.
What it needsOne hallmark-first catalogue and invoice for every store, in every district.
EvidenceBIS has amended the Mandatory Hallmarking Order of 23 June 2021 several times since, most recently on 3 August 2026.
What it needsNaming and disclosure that leave no doubt which stone a buyer is looking at.
EvidenceBIS has issued IS 19469:2025 on diamond terminology, reserving the unqualified word “diamond” for natural stones.
What it needsStore and online journeys that ask for KYC only when the rules require it, and keep it safe.
EvidenceSince a notification of 28 December 2020, dealers in precious metals and stones are reporting entities under the PMLA for cash transactions of ₹10 lakh or more.
The rulebook
This is our reading of the BIS hallmarking order, anti-money-laundering duties, advertising and dark-pattern rules and the data law, for jewellers selling in stores and online. Your compliance team keeps sign-off.
Standards we build to
We design and build to these standards. This does not mean we are certified.
Shapes most of the work
Central Consumer Protection Authority
Claims such as “lowest price” or “zero making charges” must be substantiated and state their conditions. The guidelines also set conditions for bait and free-claim advertisements.
We designOffers are written with their conditions on the same screen as the headline.
CCPA · Guidelines for Prevention of Misleading Advertisements and Endorsements, 9 June 2022 Official text: CCPA misleading-ads guidelines, 2022
Central Consumer Protection Authority
Drip pricing (revealing charges only late in the purchase) and false urgency are named unfair practices, alongside eleven others.
We designThe full price breakdown is visible from the first screen, and urgency appears only when it is true.
CCPA · Guidelines for Prevention and Regulation of Dark Patterns, 30 November 2023 Official text: CCPA dark-patterns guidelines, 2023
Bureau of Indian Standards
Reserves the word “diamond” used alone for natural stones and names laboratory-grown stones as such, without descriptors that suggest a natural origin.
We designEvery catalogue, certificate view and campaign names the stone the same way, with its certificate beside it.
BIS · IS 19469:2025, diamond terminology (adapted from ISO 18323)
Shapes most of the work
Bureau of Indian Standards
In covered districts, gold jewellery is sold hallmarked with the BIS mark, purity in carat and fineness and a six-digit HUID. The bill states each article’s net weight, purity and hallmarking charges.
We designProduct pages, store screens and invoices show the hallmark and how to verify it in the BIS Care app.
BIS · Mandatory Hallmarking Order of 23 June 2021, as amended (latest 3 August 2026) · BIS jeweller FAQs Official text: BIS mandatory hallmarking and HUID
Ministry of Finance · FIU-India
Dealers become reporting entities for cash transactions of ₹10 lakh or more with a customer, single or linked: customer due diligence, record-keeping and reports to FIU-India.
We designCash journeys trigger KYC only at the threshold, and records are kept and secured for audit.
Notification under the PMLA, 28 December 2020 · FIU-India guidance for dealers
Often shapes the work
PCI Security Standards Council
Card data protection for online checkouts, including the requirements on scripts running on payment pages in force since 31 March 2025.
We designCheckout pages go live with a script inventory and change detection.
PCI SSC · PCI DSS v4.0.1 Official text: PCI DSS v4.0.1
Often shapes the work
Ministry of Electronics and IT
KYC copies, ring sizes and wish lists need consent for each purpose. Withdrawing consent must be as easy as giving it, and breaches are reported to the Data Protection Board.
We designKYC documents are stored apart from marketing data and deleted on schedule.
DPDP Act, 2023 · DPDP Rules, 2025 (core obligations from 13 May 2027) Official text: DPDP Act, 2023 and DPDP Rules, 2025
Updated 3 October 2026. Our reading of typical projects, not legal advice. Rules change, so your lawyer confirms how each applies to you.
Challenges
The problems that come up in most luxury & jewellery projects, for customers and your teams.
Purity, stone origin and certification explained before the buyer has to ask.
Metal rate, making charges, stones and tax in one breakdown a buyer can follow.
Video consultations, try-at-home and clear exchange terms that make a high-value purchase feel safe.
What we make
A typical project here uses each area in this mix. Each line says what it makes for the industry and links to the service behind it.
Brand architecture for heritage, bridal and everyday lines, with hallmark and certification marks designed in.
Catalogue, try-at-home and video-consultation journeys for high-value pieces.
Live-rate pricing, one record for every piece and a secure checkout ready for audit.
Festive and bridal campaigns with every offer written to the advertising rules.
Clienteling, occasion reminders and appointment booking on one consented client record.
A stylist assistant and product imagery that never misstate purity, stone or price.
Projects
Each programme reports on one measure, such as enquiry-to-purchase conversion or consultation bookings. All lengths are typical.
First project
We check your product pages, invoices, offers and store screens against the hallmarking and advertising rules, then rank the fixes by trust and risk.
What you get
02Milestone · 4–8 months
One record per piece with HUID, weight and live-rate pricing, feeding the website, store tablets, invoices and clienteling.
MeasureShare of product pages showing hallmark and price breakdown
Services: Custom CRM or operations system · System integration · Self-updating CRM
Enquire about Catalogue and clienteling platform03Project · 8–12 weeks
Booking, consultation and try-at-home designed as one journey, with secure payment and KYC only where the law requires it.
MeasureVideo-consultation bookings
Services: Complete UX & UI design · Front-end build
Enquire about Video consultation and try-at-home journey04Project · 8–12 weeks
How the house, its lines and its certification marks fit together, from shopfront to marketplace thumbnail.
MeasureLine recognition in client research
Services: Brand architecture · Logo & brand identity
Enquire about Heritage and bridal brand architectureHow success is measured
Main measureEnquiry-to-purchase conversion
How we use AI
Each AI use below has an owner, an evaluation set and a log. No model states a purity, origin or price the product record does not hold.
AI job 01
Measured byShortlists that lead to a booking
Tested forOWASP LLM01 · Prompt injection
Goes live only after testing, with safety checks and a named owner
AI job 02
Measured byListing errors caught before publication
Tested forOWASP LLM05 · Improper output handling
Goes live only after testing, with safety checks and a named owner
AI job 03
Measured byReturns citing “not as pictured”
Tested forOWASP LLM09 · Misinformation
Goes live only after testing, with safety checks and a named owner
Work and insights
We publish luxury & jewellery projects only once a client signs off the write-up. Until then, here is our related reading.
A typical project · example
A family jeweller with stores in three states moved its catalogue onto one product record holding each piece’s HUID, net weight and price breakdown, so its website, store tablets and invoices show the same numbers.
An example of the shape a project takes, without client names.
Nothing published on luxury & jewellery yet. Ask us what we are seeing in the industry.
Ask usQuestions
Something else on your mind? Ask us directly
Yes. We connect your rate source to the product record, so every page, store screen and invoice recalculates the same way. The breakdown of metal, making charges, stones and tax is visible before checkout.
As laboratory-grown diamonds, named that way everywhere a buyer meets them, with the certificate shown beside the stone. India’s new diamond terminology standard points the same way; your counsel confirms how it applies to you.
Yes. Store tablets, appointments, video consultation, clienteling and the website all read the same record, so a piece’s hallmark, weight and price match in every channel.
It need not. We ask for KYC only where the rules require it, explain it in plain words and store it apart from marketing data.
Keep exploring
You will talk to the lead who would run your work.
01About 2 minutes
You get A reply from a named lead
02About 8 minutesRecommended
You get Options and prices after one call
03About 15 minutes
You get Confirmation and a named lead
We always agree a written scope and price before work begins. How each plan is priced
