KISNA Diamond and Gold Jewellery has introduced AI-powered jewellery search in 15+ major Indian languages on its website, broadening access to its collections through an intent-led discovery experience. The feature interprets customers’ natural descriptions of their requirements and connects them with relevant designs, reducing reliance on exact product names and keywords. KISNA projects a 20% increase in website searches over the next 4 months.
The search supports both simple product queries and detailed descriptions of occasions, styles and design preferences. Customers can also specify budgets, trends and other requirements where the corresponding information is available in the catalogue. By understanding the intent behind these queries, the technology helps surface designs that shoppers may otherwise overlook through conventional navigation or keyword-based search.
Commenting on the initiative, Ruvin Dholakia, Chief Digital Officer, KISNA, said, “The opportunity for KISNA is to bring the confidence of guided jewellery shopping into the digital journey. Our ambition is to make the breadth of our portfolio easier to explore and build greater continuity between online discovery and the in-store experience. AI-powered search is a step towards that broader omnichannel vision, strengthening the role of technology in how customers discover, consider and choose jewellery.”
The technology draws on jewellery-specific catalogue understanding, encompassing KISNA’s categories, collections, product types and attributes such as design, metal and style. This enables it to function as a jewellery discovery assistant, interpreting customer requirements in the context of the brand’s available products.
Paresh Vaidya, Head of Ecommerce, KISNA, added, “Effective search depends on translating how customers describe their requirements into relevant choices from the catalogue. We have tailored the experience to KISNA’s collections so that shoppers can express an occasion, style or preference in their own words and language. Our focus is on improving the relevance of results and helping customers discover more of the portfolio, with search patterns guiding further refinements to the experience.”
The festive and wedding season is expected to provide an important opportunity for adoption, as jewellery discovery becomes more closely linked to specific occasions and design preferences. KISNA will assess search usage, result relevance, product clicks, engagement and conversions to guide further enhancements. The initiative reinforces the role of its website in the wider jewellery shopping journey, supporting KISNA’s omnichannel strategy.
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