New feature enables customers to discover jewellery by occasion, style, budget and personal preferences using natural language
Mumbai: KISNA Diamond and Gold Jewellery has introduced AI-powered jewellery search in more than 15 major Indian languages on its website, enabling customers to explore its collections using natural descriptions of their requirements. The company expects the new feature to drive a 20% increase in website searches over the next four months.
The intent-led search experience allows customers to discover jewellery without relying on exact product names or technical terminology. Shoppers can describe their preferences based on occasions, styles, budgets, trends and other requirements, helping them find relevant designs through a more intuitive digital experience.
By interpreting the intent behind customer queries, the technology aims to improve product discovery and help shoppers explore designs that might otherwise be overlooked through conventional navigation or keyword-based searches.
Commenting on the initiative, Ruvin Dholakia, Chief Digital Officer at KISNA, said, “The opportunity for KISNA is to bring the confidence of guided jewellery shopping into the digital journey. Our ambition is to make the breadth of our portfolio easier to explore and build greater continuity between online discovery and the in-store experience. AI-powered search is a step towards that broader omnichannel vision, strengthening the role of technology in how customers discover, consider and choose jewellery.”
The technology incorporates jewellery-specific catalogue understanding, covering KISNA’s categories, collections, product types and attributes such as design, metal and style. This enables the search function to act as a jewellery discovery assistant, translating customer requirements into relevant product recommendations from the brand’s catalogue.
Paresh Vaidya, Head of Ecommerce at KISNA, added, “Effective search depends on translating how customers describe their requirements into relevant choices from the catalogue. We have tailored the experience to KISNA’s collections so that shoppers can express an occasion, style or preference in their own words and language. Our focus is on improving the relevance of results and helping customers discover more of the portfolio, with search patterns guiding further refinements to the experience.”
The festive and wedding season is expected to offer a significant opportunity for adoption, as jewellery shopping increasingly revolves around specific occasions and individual design preferences. KISNA plans to evaluate search usage, result relevance, product clicks, engagement and conversions to identify opportunities for further improvements.
The launch reinforces KISNA’s focus on integrating technology into its digital shopping journey, supporting product discovery and strengthening its broader omnichannel strategy.