wordpress blog stats
Connect with us

Hi, what are you looking for?

Rocket Internet To Shut Down Jewelry Store 21Diamonds.in: Report

21DiamondsRocket Internet backed jewelry eStore 21Diamonds.in has shut down its Indian operations, reports iamwire. Rocket Internet has refused to comment on this when contacted by MediaNama. However, we noticed that one cannot place orders on the site at the time of writing this article.

Rocket Internet, the German Startup incubator that entered India in 2011, had launched 21Diamonds.in, an online jewelry store that lets users design and order their own jewelry in June 2012. 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.

21Diamonds is currently available in 13 other countries including Germany, UK, France, Holland, Brasil, among others and offers gemstones like Sapphire, Topaz, Black diamond, Ruby, Pink Tourmaline, among others and 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).

Why did it shutdown?

Although Rocket Internet has not informed the reason for the shut down, we predict that it could be for the fact that Indian consumer are still getting used to eCommerce and buying jewelry is still a family event. For a sustained presence for an eCommerce store in India a continuous funding is required. Even bigger and all you can eat players such as Snapdeal are not profitable yet.

Where to buy jewelry now?

Advertisement. Scroll to continue reading.

Jewellery company Gitanjali Group had partnered with Times Internet’s* Indiatimes Shopping to launch an online jewellery shop Gitanjalishop.com in December 2012. Online jewellery store, Voylla.com had raised Rs 2.5 crore angel investment from Snow Leopard Technology Ventures.

Berlin-based online fashion jewellery company Juvalia & You had launched its Indian operations in June 2012.  Apart from these online stores, there also several offline jewellery brands like Tata Group’s TanishqBhima JewellersJosco Jewellers and Abharan Jewellers, among others that also offer their jewellery for sale online.

Yebhi.com had also acquired a fashion jewellery eStore Stylishyou.in in May 2012 and had integrated all products available on stylishyou.in within its catalog. As part of the acquisition, Founder Shraddha Dadani had joined Yebhi as its Head of Jewelry. There’s also CaratLane.com that offers diamond jewellery such as rings, pendants, earrings, bangles and bracelets, chains and necklaces, among others. It also offers Gold coins by weight, purity and collection.

*Disclosure: Times Internet is an advertiser with MediaNama

Advertisement. Scroll to continue reading.
Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.


The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.


In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...


By Jai Vipra, Senior Resident Fellow at Vidhi Centre for Legal Policy The use of new technology, including facial recognition technology (FRT) by police...


By Stella Joseph, Prakhil Mishra, and Yash Desai The Government of India circulated proposed amendments to the Consumer Protection (E-Commerce) Rules, 2020 (“E-Commerce Rules”) which...

You May Also Like


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ