Brands must engage with their audience in real-time to maintain visibility: Richa Singh

At the dentsu-e4m Digital Advertising Report 2025 launch event, Richa Singh, MD, India and Middle East, Natural Diamond Council, shared insights on how digital is reshaping consumer behavior in the gems and jewelry industry. She emphasized the urgency of real-time engagement, the growing importance of digital discovery, and the need to make online shopping as informative and seamless as an in-store experience. 

With consumer preferences evolving rapidly, Singh highlighted the importance of staying relevant in the moment. “The consumer is changing so quickly, and you need to stay relevant to them—not in the past, not in the future, but in the now,” she said.

In today’s digital-first world, she pointed out, brands must engage with their audience in real-time to maintain visibility. “If I don’t speak to them today, they would have forgotten me by tomorrow morning,” she added, stressing the importance of immediacy in marketing.

While long-term strategy remains crucial, Singh believes brands must focus on present opportunities. “We need to take the best of the past, work towards the future we want, but it’s all going to happen now,” she noted.

According to the Dentsu-e4m report, digital advertising is expected to grow by 20% in 2025. Singh acknowledged this as a significant trend but noted that for the gems and jewelry industry, digital is becoming even more essential.

“Discovery has shifted substantially to the digital world,” she explained. “Consumers are not just visiting stores but also exploring what’s happening in India and globally through digital platforms.”

Beyond aesthetics, today’s buyers are looking for authenticity and traceability. Singh emphasized that consumers now research details like where their diamonds come from, ethical sourcing, and brand credibility before making a purchase. “We ensure that all this information is available digitally so consumers can make informed decisions,” she said.

Jewelry shopping has traditionally been an in-person experience, but Singh believes the industry must adapt to changing consumer expectations.

“When a consumer walks into a store, they feel special—not just because of the product, but also because of the overall experience,” she said. The challenge now is to extend that experience to digital platforms.

“We’re working towards making online shopping as engaging and informative as an in-store visit,” she explained. “It’s a journey, and while we aren’t there yet with all brands, the goal is to create a seamless experience across both physical and digital spaces.”

Singh also highlighted that modern consumers want more knowledge about their purchases. “They want to be informed and confident,” she said. “We ensure they have access to everything they need to know about diamonds so that when they buy, they feel good about their decision.”

As digital continues to reshape the jewelry industry, Singh sees a future where online and offline experiences complement each other. With consumers demanding more transparency, instant engagement, and seamless shopping experiences, brands that embrace digital transformation will stay ahead.

By focusing on real-time relevance, accessibility, and trust-building, the jewelry industry is adapting to a world where every purchase decision is shaped by digital interactions.