The idea is to inform consumers about new designs in an entertaining manner apt for jewellery display. The website is based on the lines of the online music portal YouTube and TheKnot.com What the manufacturers, retailers and jewellers would gain is a ready platform of consumers, keen on jewellery, watches or gems. Each video would be of a maximum 20 minutes duration and can be uploaded for free, as many times as desired by the jeweller.

Jewellers and manufacturers can now connect with their consumers online through online videos, a concept being promoted by the Jewelry Consumer Opinion Council (JCOC) through its recently launched web site - JCOC.tv (www.jcoc.tv).