The International Institute of Gemology (IIG), India’s foremost institution in gems and jewellery education with over five decades of industry leadership, has announced a strategic collaboration with SaleAssist.ai, an award-winning AI-powered video commerce platform trusted by some of the country’s most prominent jewellery brands.
This partnership is built on a single, pressing reality: the way jewellery is bought has changed, but the way many retailers sell online has not.
Today’s high-intent jewellery buyer begins their journey on a screen. They browse, compare, and shortlist, but when it comes to actually purchasing a high-value piece, trust becomes the deciding factor. A static website cannot replicate the warmth of a showroom floor, the expertise of a seasoned sales professional, or the tactile confidence of seeing a product up close. This gap has quietly been costing the industry conversions, customers, and long-term loyalty.
IIG and SaleAssist.ai are addressing this gap head-on.
For the first time, this also unlocks a massive opportunity for retailers to serve NRI and international clients who actively seek to buy from India but are unable to visit stores physically. High-value purchases are no longer confined to physical showrooms, yet digital platforms often fail to replicate the trust, personalization, and human connection that define jewellery retail. Through live video consultations, these customers can now interact with store experts, view collections in real time, and make confident purchase decisions from anywhere in the world, bringing India’s booming jewellery market directly to their screens.
WHAT THIS COLLABORATION DELIVERS FOR RETAILERS
SaleAssist.ai’s platform brings a full-funnel video commerce approach to jewellery retail, from the moment a customer discovers a product online to the point they become a loyal brand advocate.
At the top of the funnel, shoppable video reels and instant query resolution capture attention and hold it. In the mid-funnel, AIVA, a 24×7 multilingual AI Virtual Agent, handles initial inquiries and transitions customers seamlessly into live video consultations with in-store experts. Buyers can experience product demos in real time, verify purity, assess design, and compare sizes, all from their phones. At the conversion stage, the platform’s proprietary STRIKE Engine identifies high-intent visitors and triggers personalized follow-ups via WhatsApp, turning warm leads into buyers. Post-purchase, video testimonials and unboxing experiences deepen brand trust and fuel repeat business.
Existing retailers on the platform have reported 2X higher conversions, a 60% reduction in drop-offs, and up to 3X ROI. Retailers adopting this integrated approach are already seeing tangible benefits, including higher customer engagement, improved conversion rates, and stronger post-sale relationships. Features such as intelligent lead identification, personalized follow-ups, and video-led interactions enable brands to reduce drop-offs and capture high-intent buyers more effectively.
But technology is only as effective as the people using it. This is where IIG’s role becomes decisive.
Through this collaboration, IIG will provide specialized training to jewellery retail sales professionals, equipping them to sell confidently on camera, build digital trust with customers, and apply consumer psychology in an online environment. Retailers gain not just a software solution, but a trained team capable of delivering the same premium experience online that they have mastered in person.
“IIG has always stood for one thing: raising the standard of excellence in this industry. This collaboration with SaleAssist.ai is a natural extension of that commitment. Our fraternity has world-class craftsmanship and decades of expertise and it deserves a selling experience that reflects that brilliance, whether a customer walks into a showroom or logs in from home. We are proud to bring this capability directly to retailers and look forward to seeing the transformation it drives.” said Rahul Desai, MD & CEO, IIG.
“The jewellery industry thrives on trust, storytelling, and personal connection, elements that have been difficult to translate into the digital space. Our collaboration with IIG allows us to bridge this gap meaningfully. With IIG’s understanding of the industry and our technology, retailers can now deliver a seamless, high-touch experience that directly impacts engagement and conversions.” said Deep Malik, Founder at SaleAssist.ai
WHY THIS MATTERS FOR EVERY RETAILER IN THE FRATERNITY
As the jewellery market continues to evolve, the need for informed, agile, and future ready businesses has never been greater. IIG’s strength has always been its deep roots across the jewellery industry, from established multi-generational retail houses to emerging independent brands. For over 50 years, the institution has been the go-to destination for education and professional development.
Through initiatives like this, IIG continues to expand its role, bridging the gap between knowledge and execution, and creating opportunities for retailers to grow in a competitive landscape. This collaboration also signals a broader shift in how the industry approaches progress. It is no longer just about selling products, but about creating experiences that resonate with modern consumers; experiences that are consistent, personalized, and accessible across every touchpoint.
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