iAMORY has launched its mobile application on Android and iOS platforms as part of its strategy to scale its direct-to-consumer (D2C) jewellery business in India.

The move follows the brand’s Mumbai store debut and is positioned as a response to changing consumer behaviour, with jewellery discovery increasingly shifting from counter-led selling to digital platforms. iAMORY operates in the 925 sterling silver and lab-grown diamond jewellery segments.

According to the company, the app has been developed to address challenges such as discovery fatigue and trust gaps in online jewellery buying. The platform offers transparent pricing, metal purity details, certifications, secure payment options and return facilities.

Key features of the app include a mobile-first interface, wishlists, seamless checkout, AI-driven notifications, and app-exclusive product drops and discounts. The brand stated that the app is designed to enable personalised engagement beyond traditional web-based experiences.

Commenting on the launch, Archit Jain of iAMORY said, “Digital adoption is democratising jewellery. It is shifting power from family-led counters to digital-first, design-led brands that prioritise transparency, speed, and storytelling.”

He added that mobile applications are emerging as “digital counters” where consumers can compare prices, view certifications and access social proof in one place. “Affordable fine jewellery is emerging as the new norm,” Jain said.

Category data shared by the company indicates that silver jewellery in India is growing at an estimated 4–6% CAGR, while lab-grown diamond jewellery is projected to expand from around $ 395 million in 2025 to $ 1.6 billion by 2035.

The brand plans to introduce further app updates, including personalisation tools, loyalty mechanisms and new content formats, based on observed customer behaviour.