With the advancement of social media, there is an environment of information influx. There is so much information residing and emanating from multiple systems, which creates confusion and attention deficit among end consumers.

With the access to the internet, multiple information systems and advanced devices, consumers have become more demanding and expect rich and personalized experiences at all touchpoints. Moreover, they expect world-class content and service anytime and from anywhere on the device they like. Searching for information has become as captivating as buying a desirable product.

The digital technology has mirrored the emergence and rise of the Millennials and Gen Z. These new and younger generations expect convenience and accessibility of technology in day-to-day activities of their lives, especially while choosing their preferred brands, including jewellery. They need instant connectivity at their fingertips and expect brands to meet their requirements.  This has resulted in the creation of a new kind of distribution supply chain and internationalization of fashion products, including jewellery.