New rush for gold: What’s driving the shift from jewellery to digital

Sun Aug 10 2025

Shift from traditional jewellery to digital gold is driven by rise of tech-savvy investors, affordability, security and convenience. Fractional ownership helps smaller investors with a transparent way to buy, sell and store gold.

The digital transformation has integrated advanced technologies in inventory management, customer engagement and jewellery operations. Hallmark security certifications with superior quality products give a better customer experience.

Traditional jewellers with physical outlets have established their digital presence, and the retail sales are digitally influenced. Jewellers blend their physical stores with their digital platforms. Jewellers are creating a shopping experience combining the online convenience of selection and physical outlets for purchases. Jewellery websites also now offer customised product suggestions and content, some use AI to enhance customer engagement strategies.

Source: https://www.thehindubusinessline.com/