Rocket Internet Launches 21Diamonds in India, a DIY Online Jewellery Store

Rocket Internet is launching 21Diamonds in India, an online jewellery store where you can design your own jewellery to your exact specifications.21d-logo

The platform enables users to choose the design/stone/metal – and you get a customized ring (the company has its own production facility). 21Diamonds is already present in 17 countries and the India operations is headquartered in Gurgaon.

Recent updates from online jewellery stores:

- Online Jewellery Store, BlueStone Secures $5mn Funding From Accel Partners And Meena Ganesh

- Yebhi Acquires Jewellery Portal, StylishYou [AcqHire]

We earlier covered the rise of Jabong in India (read: Rocket Internet In India: What’s The Big Deal?); and very recently, the company merged two of its entities, HeavenAndHome and Fabfurnish (via).

Important to note that except for Jabong, none of the other ventures get the same marketing dollars (?) and it would be interesting to see how Rocket Internet manages to make its presence felt in these separate ecommerce categories.

Right now, it does seem to be a spray-and-pray strategy, but building the backend operation is where the real powers of Rocket Internet will show up.