New look this Festive Season for

Posted by: at 9/29/2016 11:56:00 pm
India 30 September 2016:

VelvetCase, India’s Largest Multi-Brand Jewellery Destination has revamped its website ahead of the festive season. This move is aimed at making user navigation easier, product and brand discovery quicker and giving an overall great online shopping experience to the consumers. 

Mr. Abhishek Bhartiya, Director – Marketing said, “Being a multi-brand jewellery destination with over 1 lac products, it can become quite over-whelming for anyone to navigate through such a wide product selection”. 
New look this Festive Season for

To overcome this challenge, VelvetCase went back to the basics and worked on key insights received from their consumer research; basis which the whole product categorization, site UI & and creative approach was revamped. Mr. Bhartiya further elaborated saying, “We have already seen great improvement in our engagement metrics of bounce rates by 22%, pages/session by 15% as well as in our down-stream checkout funnel metrics.”

VelvetCase has kept the look of the website minimal and clean to offer its shoppers a smooth navigation and seamless shopping experience. For easy product discovery, it has categorized their product mix neatly between precious jewellery, traditional fashion jewellery and contemporary fashion jewellery. 
CEO of, Kapil Hetamsaria added, “Extending ease to our customers has been our top most priority at all times. Redesigning our UI, categorization changes and all other steps are aimed towards the same direction. We are certain that it will enhance the buying experience at”

About is a jewellery e-commerce marketplace headquartered in Mumbai, India. Established in November 2012 by Kapil Hetamsaria and Runit Shah, VelvetCase recently a second round of $1.5 million, which was led by Uniqorn Ventures with participation of angel investors, TV Mohandas Pai and S Somasegar.

A managed marketplace, it has over 1-lac products and 300+ listed brands and designers from all corners of the country. It features both traditional and contemporary designs in fashion and precious jewellery. It also offers custom-made jewellery with features like easy EMI, international lab certification and free insured shipping among others.
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