By Rahul Desai, MD & CEO, IIG | Edupreneur | Jewellery Business Consultant | Corporate Mentor
In the evolving world of retail, new consumer behavior often gives rise to new acronyms. One such shift I have been talking about and we’re witnessing today is SOBO Shop Online, Buy Offline.
At first glance, SOBO may resemble BOPIS (Buy Online, Pick Up In Store), but the difference is profound. BOPIS is transactional, i.e the store is a pickup point. SOBO is relational, the discovery happens online, but the emotional purchase decision happens in-store. For jewelry, where meaning and trust matter more than speed, SOBO is a natural fit.
The Jewelry Consumer Journey in 2025
Today’s customer journey isn’t linear. It flows across platforms and touchpoints, looking something like this:
Awareness → Digital Inspiration → Virtual Try-On → In-Store Validation → Emotional Close
Awareness
Once, awareness came from hoardings or family recommendations. Today, it often begins with an Instagram reel, a Pinterest board, or a YouTube review. A bride in Jaipur can be inspired by ring designs trending in New York. For jewelers, the message is clear: if you’re not visible online, you’re invisible.
Digital Inspiration
This is where brands move from being noticed to being considered. AI-driven suggestions, influencer content, and lifestyle lookbooks nudge consumers toward certain designs. One customer recently told me, “Instagram understands my taste in necklaces better than my jeweler.” That’s how powerful digital inspiration has become.
Virtual Try-On
The first trial now happens on a screen, not in a store. AR filters, 3D renders, and VR showrooms let customers explore pieces on their own terms. But here’s the catch: technology doesn’t close sales, it builds confidence. By the time a customer walks into a store, they already know what they want to see in person, which acts as a bridge and accelerates the process.
In-Store Validation
No matter how advanced tech gets, nothing matches the sparkle of a diamond under real light or the feel of gold in your hand. This stage is all about reassurance. Retailers who curate pre-selected pieces and create spaces for storytelling turn this into a powerful moment of conversion.
Emotional Close
In most industries, it’s called a purchase close. In jewelry, it’s an emotional close. The decision is sealed not by an algorithm but by the joy, meaning, and personal validation a piece brings. That’s why SOBO matters: it keeps the efficiency of digital but leaves room for the human connection that truly drives jewelry buying.
Why SOBO Works for Jewelry
1) Stores become experience centers less about stockrooms, more about confidence and trust.
2) Digital drives traffic customers arrive informed, engaged, and closer to purchase.
3) Data becomes design insight every save, share, and trial tells us where consumer taste is headed.
The jewelry buyer of 2025 doesn’t think in “online” or “offline.” They expect all; digital ease, physical assurance, and emotional resonance.
SOBO reflects that reality. For jewelers, the opportunity lies in blending technology with human touch, letting digital do the heavy lifting while the store delivers the magic.
SOBO isn’t just a concept I speak about, it’s a framework I actively implement through my consultancy. From guiding startups and launching brands to opening large-format showrooms, I’ve seen how SOBO transforms the customer journey into a profitable business model.
1) Over the years, I’ve had the privilege of:
2) Guiding 100+ startups in finding their footing
3) Launching 25+ jewelry brands into the market
4) Driving 5 mega retail showroom openings
5) Touching 30,000+ careers, directly and indirectly
6) Mentoring 2,000+ entrepreneurs
Training 70+ established brands to adapt and grow
The outcome? Businesses that are not only future-ready but also deeply connected with their customers.
If you’re a jeweler, entrepreneur, or brand looking to align with the SOBO journey, now is the time. Let’s catch up!
https://rahuldesai.in/
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Forevermark Diamond Jewellery from De Beers launches in India with its 1st global flagship store in New Delhi! ✨ New identity, campaign #ThisOnesForMe, & bold expansion plans 15 stores in 2025, 100 by 2030.
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