How Gujarat Gems Went from Zero Online Sales to ₹15 Lakh a Month
A 35-year-old family jewellery business in Surat had earned its reputation entirely offline. Younger customers were buying from BlueStone and CaratLane instead. We built their Shopify store, launched Google Shopping campaigns, and turned their offline reputation into online revenue within four months.
A 35-Year Legacy Brand Being Outpaced by New-Age Online Jewellery Platforms
Gujarat Gems had been a fixture on Ring Road, Surat since 1990. Three generations of customers had walked in, bought gold ornaments, diamond sets, and loose gemstones based purely on personal trust and word-of-mouth. The store had excellent craftsmen, genuine products, and decades of goodwill.
But the Kothari family noticed something troubling over the past two to three years. Younger buyers in their twenties and thirties were not walking in the way older customers did. Instead, they were buying from BlueStone, CaratLane, and Tanishq's online store because those platforms made jewellery browsing effortless. Gujarat Gems had no website, no Instagram shop, and no way for someone in Mumbai or Bangalore to discover them and purchase online.
Mehul Kothari, the managing partner, reached out to us after his daughter pointed out that searching "gold jewellery Surat" on Google showed none of their store's listings. A competitor with inferior craftsmanship was ranking first. That was the moment they decided the business needed a digital presence built properly, not just a brochure website.
No website, no online catalogue, no way for out-of-city buyers to browse or purchase products
Jewellery buyers spend ₹20,000 to ₹5 lakh per order and need strong trust signals before purchasing from an unknown online store
Established online brands and local competitors with basic websites were ranking for every relevant search term in Surat
High-ticket jewellery purchases need Razorpay integration with EMI options for buyers who want to spread payments across 3 to 12 months
Build Trust First, Then Build Traffic.
For high-value jewellery, trust is the product. Before we wrote a single line of code, we spent time understanding Gujarat Gems' customer base, their best-selling product categories, the average order value, and what made buyers choose them over larger brands. Every design and marketing decision came from that foundation.
Product Catalogue and Photography Brief
Worked with the Gujarat Gems team to catalogue 200+ products across gold ornaments, diamond jewellery, and loose gemstones. Created a photography brief specifying angles, background, and resolution so every product image conveyed quality and authenticity.
Custom Shopify Store with Jewellery Theme
Built a Shopify store with a custom theme designed specifically for high-value jewellery. Clean layouts, large product images, metal and stone filter options, and trust badges on every product page: BIS hallmark, purity certification, and 30-day return policy.
Razorpay Integration with EMI Options
Integrated Razorpay with zero-cost EMI for purchases above ₹10,000 across all major banks. COD option for orders under ₹5,000. Enabled UPI, credit card, debit card, and net banking to remove all payment friction at checkout.
Google Shopping and Search Campaigns
Launched Google Shopping campaigns targeting buyers searching for gold jewellery, diamond sets, and gemstones in Surat and across Gujarat. Search campaigns targeted high-intent keywords. Retargeting campaigns brought back visitors who viewed products but did not purchase.
Instagram Shopping and Local SEO
Set up Instagram Shopping so products could be purchased directly from posts and reels. Optimised Google Business Profile for "jewellery shop Ring Road Surat," built local citations, and created product-specific pages targeting Surat and South Gujarat buyers.
Everything Delivered, Nothing Left Half Done
The full project scope was defined in writing before any work began. Here is exactly what was delivered within the 8-week timeline.
Custom Shopify Store (200+ Products)
Fully custom Shopify theme with category pages for gold ornaments, diamond jewellery, and loose gemstones. Metal purity and weight filters on every category page for easy browsing.
Razorpay + COD Integration
Complete payment gateway setup with zero-cost EMI for purchases above ₹10,000. All major payment methods enabled. COD configured for eligible pin codes in Surat and Ahmedabad.
Google Shopping Campaigns
Product feed setup, Google Merchant Center account, and Shopping campaigns targeting jewellery searches across Gujarat. Separate campaigns for gold, diamond, and gemstone categories.
Instagram Shopping Setup
Facebook Commerce Manager configuration, product catalogue sync with Instagram, and Shopping tags added to all product posts and reels. Direct checkout enabled for Indian buyers.
Local SEO for Surat Jewellery Market
Google Business Profile rebuilt with full product listings, 30+ photos, and Q&A entries. Optimised for "gold jewellery Surat," "diamond jewellery Ring Road," and 15 related local keywords.
Monthly Performance Reporting
Custom Google Analytics 4 dashboard tracking revenue by product category, ad spend vs. revenue ratio, conversion rate by traffic source, and top-performing products each month.
Numbers That Speak for Themselves
Measured at the 4-month mark. Revenue and order data verified via Shopify Analytics. Search rankings via Google Search Console.
Hamare paas 35 saal ka experience tha, lekin digital mein hum zero the. DC technolabs ne sirf store nahi banaya, unhone poora system setup kiya. Razorpay se lekar Instagram Shopping tak, sab kuch ek saath kiya. Aaj hum har mahine ₹15 lakh ka business online se kar rahe hain. Jo customers pehle hum tak nahi pahunch paate the, ab woh Shopify se order kar rahe hain. Meri beti ne kaha tha ki yeh zaruri hai. Woh sahi thi.
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