Case Study: Venus Jewel
About Venus Jewel
A photography unit that delivers!
This is such an amazing tool with very nice on the fly functionality!
In 1969, brothers Sevantilal and Ramniklal Shah saw an opportunity to take the Indian diamond trade to new heights and founded Venus Jewel. Perhaps equal to its love for diamonds, the company’s values and ethics, compassionate leadership, respect for the industry, passion for diamonds, craftsmanship, and innovative mindset are the qualities that distinguish it from the
rest.
Just like the planet Venus in the night sky, Venus Jewel shines the brightest in technology and innovation. In fact, its path to innovation began as early as the 1970s. As a trailblazer, Venus Jewel was the first in India to regularly cut and polish diamonds of two carats and above; thus, paving the way for others and positioning the country as the world’s leading source of large, polished diamonds.
Venus Jewel is a visionary leader in a timeless industry often slow to adapt to technological advancement. In the 1990s, the solitaire leader created the first business-to-business website for selling large diamond solitaires online. This step eliminated the need for them to create sales offices globally and enabled them to refocus their investment in people, their home community, and their customers.
As a company that continues to build on a legacy of trust and demonstrated integrity, Venus Jewel and its customers embrace industry innovations without reluctance.
The Challenge:
Venus Jewel has an early history of quality and innovation and they are not stopping. Today, they continue to grow and seek out new ways to offer the world more than the finest round and fancy diamonds; they endeavor to remain at the forefront of the world’s finest diamond-buying experience.
Encompassing this excellent diamond buying experience is the digital aspect of interaction. As one of the early industry pioneers in e-commerce, Venus Jewel knew that online visual presentation was one of the critical factors required to get the online buying experience right.
The problem lies in speed and demand. Clients want it fast and they want it right now—all while demanding a personalized experience. In a world of diminishing attention spans, vendors and diamond dealers, for that matter, must be able to deliver fast to the demands of the clients. Often, these demands include product visualization—photos and videos, visual assets that help them solidify a purchasing decision.
How can we become a Venus Jewel partner in a digital jewelry world where product photos and videos are proven to be more powerful than product reviews? Most of all, how fast can we do it?
The Insights:
Venus Jewel has a complete studio of state-of-the-art technology to film all their diamonds. However, it takes a skilled person to film, edit, and upload all the photos and videos onto their website.
While this is not a major problem as they are used to the process, they figured a gap upon their introduction to the GemLightbox Macro. Primarily, the grand studio setup has restricted their capability in terms of catering to the needs of the clients. This is because the existing setup is like a double-edged sword. While their advanced photography studio has fulfilled their filming needs, it has, somewhat, become a hindrance because the technological operation is restricted only to a skilled person.
This means that certain arrangements, particularly in time and effort, have to be made to produce photos and videos for the day. Apparently, sometimes, clients would have a spur-of-the-moment demand like a product presented in another format or a video of a diamond from a different angle. Operating in such a strict and complex production process might not always be favorable in this case and might yield a negative cost-benefit ratio.
The Solution:
As a maker of jewelry photography solutions, we believe that innovative solutions must be simple for everyone to be able to use them without formal guidance. Macro was a product of this belief. Designed with utmost simplicity, all you have to do is point your smartphone and shoot.
No training required
Similar to the other GemLightbox sets, Macro was designed to be a plug-and-play solution that neither demands long hours of training nor the religious reading of the user guide. It doesn’t matter if you’re an amateur who hasn’t mastered the rule of light yet or a total newbie who hasn’t photographed a diamond ever, with Macro, everyone’s a photographer. Simply power up the device and begin photographing.
Accessible video formats
Macro’s 360-capability prepares Venus Jewel for any spur-of-the-moment demands. With the power of the GemLightbox app, the company can capture videos at 360, 90, and 45-degree angles in either fast or slow motion. Videos are also the best format for showcasing scintillation and even better, show scintillation at a magnified view.
Furthermore, Venus Jewel can maximize the potential of most social media platforms and messaging systems as the GemLightbox app gallery enables them to send diamond videos and photos straight from their phone to the client’s e-mail, WhatsApp, Messenger, WeChat, or Line among many others. This potentially reduces the response wait time for fulfilling specific client requests and lessens friction in sales.
See How Venus Jewel Used the GemLightbox Macro
Using their iPhone 11, King notes that the GemLightbox Macro has been an excellent alternative for capturing videos and images to present their diamonds to their end users. Particularly, he liked Macro’s size, which makes it portable and perfect for tight spaces.
It delivered the most advantage. Macro has championed productivity reinforcement when combined with the GemLightbox app as the latter not only optimizes the brand’s smartphone camera for capturing studio-quality results in one click but also expedites the complete process— from photoshoots to sales and marketing—by allowing Venus Jewel to send diamond photos and videos directly to clients via WhatsApp, WeChat, and Line, from within the app through its Gallery and storage.
