Divine Solitaires launches diamond tracking app and e-commerce marketplace

By

Isabelle Crossley

Published
Feb 26, 2019

The diamond jewellery business Divine Solitaires has expanded its online business by launching a diamond tracking app and developing its e-commerce marketplace, eJohri.

Divine Solitaires, launched in 2008 by brothers Jignesh and Shailen Mehta, has embraced an omni-channel approach and recently launched the Divine Solitaires Mobile App. The app allows users to track their diamonds across many years to see how it reached its current price. The app also shows the diamond’s history: where it was mined, cut, and shaped. The app also allows users to register a one year guarantee for their Divine Solitaires diamond purchase.

Along with the app, Divine Solitaires has expanded its e-commerce offerings. To capitalise on the increasing organisation of India’s fine jewellery market, the brand’s eJohri marketplace sells fine jewellery from family jewellers across the country. 

The marketplace now boasts over 13,000 designs and calls itself India’s first online omni-channel jewellery marketplace. The platform allows users to buy online or schedule store visits at small, locally run jewellers whilst also offering quality control.

As India’s jewellery industry becomes more organised, Divine Solitaires has both capitalised on this for its own brand but also organised smaller businesses through its own platform. The business also regularly publishes a solitaire price index in financial newspapers.