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Rocket Internet Launches Online Jewelry Store 21Diamonds.in

Rocket Internet, the German Startup incubator that entered India in 2011, has launched 21Diamonds.in, an online jewelry store that lets users design and order their own jewelry. This was first reported by Pluggd.in.

The website is already available in 17 other international locations and the report by Pluggd.in mentions that its Indian operations will be headquartered in Gurgaon.

The website lets users select the type of jewelry they want to customize, add a gemstone of their choice, and select the type of metal. It offers a wide variety of gemstones including Sapphire, Topaz, Black diamond, Ruby, Pink Tourmaline, among others. In metal, customers can choose between silver, 9 carat gold (yellow and white) , 14 carat gold (yellow, white, rose) and 18 carat gold (yellow, white, rose).

Payment and shipping

The website also offers a 30-day return policy, and free shipping and returns on all of its products. If, by chance, the product (finger ring) doesn’t fit perfectly for the customer the website also offers one time alteration, free of charge. For shipping the website has partnered with DHL. As for payments, the website supports credit cards (Visa/Master Card/American Express) and PayPal for payment. The website does not support debit cards nor does it support Cash on delivery.


Samwer brothers, owner of Rocket Internet, are known for cloning international startups. However, it needs to be seen how they handle logistics in India, where most of the Indian startups seem to face hurdles. Moreover, it needs to build trust among users who buy precious stones and more so than other e-commerce sites, as the price of the product is much higher than other products.

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Closer home, a lot of Indian eCommerce websites are also trying to get into the jewelry market. Recently, Yebhi.com, an eCommerce store operated by Bigshoebazaar, announced that it has acquired stylishyou.in. Cbazaar also plans to introduce fashion jewelry products to its catalog. Apart from that, Juvalia & You, a Berlin-based online fashion jewelry company incubated by Springstar, also launched its Indian operations by opening an India specific portal Juvalia.in.

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