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Why this checklist exists
Every discount you offer permanently resets the ceiling of what a customer will pay tomorrow. This 42-point checklist is how our jewellery clients across India, the GCC, the UK and the US lift AOV without a single markdown.
Provenance & Trust
- BIS hallmark / assay marks visible on PDP
- Karat, weight, GIA/IGI/SGL certification on PDP and printed tag
- Master craftsman named with photo, tenure, signature pieces
- Sourcing story: mine → refinery → workshop → boutique (3+ images)
- Buyback, exchange, lifetime-polish policy public
Identity System
- Wordmark works in gold-foil, dry-emboss & WhatsApp signature
- Colour: 1 signature warm neutral + 1 metal (gold/rose/platinum)
- Serif display + modern sans for prices & CTAs
- Packaging tiers: everyday, bridal, high-jewellery — distinct
- Photography: white/beige, model-on-white, editorial
Ecommerce & PDP
- PDP hero: 5 images + 1 video (worn, side, top, macro, size)
- 360° spin for pieces above 1 lakh / AED 5,000 / £1,000
- Try-at-home or Book-a-viewing CTA above Add-to-cart
- EMI / gold-lease pricing shown transparently
- Product + Offer schema with GTIN/MPN, weight, seller
- Per-SKU reviews with photos, moderated
Boutique & Experience
- FoH script: greet, discover, curate, try, close in 25 minutes
- Private appointment booking with time-zone-aware calendar
- Bridal shortlisting sheet — printable, keepsake-quality
- Fragrance, lighting, music documented & consistent
- Farewell ritual: certificate + brand-book gifted with every buy
Local & AI Search
- GBP for every boutique — 40+ photos, weekly posts, Q&A
- City pages: /jewellery-in-pune, /-in-mumbai, /-in-dubai
- FAQPage on "gold rate today", "hallmark meaning", "GIA vs IGI"
- JewelryStore + Product schema; hreflang en-IN / en-AE / en-GB
- Perplexity / ChatGPT can quote your provenance page verbatim
Demand & Retention
- Loyalty tier: silver / gold / platinum with published thresholds
- Anniversary/birthday WhatsApp flow (opt-in) — not blast SMS
- HNI clienteling: private WhatsApp group per RM (max 40)
- Wedding-season calendar with 12-week lead time
- One brand-owner accountable across ecom, boutique, campaigns
Common questions.
We are a regional jeweller — does this still apply?
Yes. Regional houses often outperform national chains on trust and provenance. This checklist is designed to codify those advantages digitally.
How long before AOV moves?
Boutique-experience and packaging wins show up in weeks. PDP, schema and GBP improvements typically take 60–90 days to show in AOV.
Do you work with lab-grown jewellery?
Yes — the provenance section changes but the trust framework is identical. We insist on IGI or SGL certification and transparent origin.
Can this replace our marketing agency?
It replaces the strategy layer. You will still want a boutique creative team or an in-house production studio for weekly content.
Want us to run it for you?
Book a free 30-minute review with a senior strategist.