CaratLane.com is the first of its kind B2C web portal, where diamonds lovers can make their purchases. The web portal is delivering certified high quality diamonds, and as the promoters explain, the portal offers prices up to 25 percent cheaper than thos in the retail stores. The venture has been created and promoted by Mithun Sacheti, Director of Jaipur Gems and Srinivasangopalan, an IT entrepreneur. %% “The idea to start this online portal came up when we thought of linking manufacturers and consumers. We wanted to create a B2C (business-to-consumer) market with upto 25% savings for consumers,” says Mr Srinivasagopalan. The idea is to provide a fool-proof system that captures inventory of manufacturers from around the world and present it to consumers in a language commonly understood by them. In addition, it is also intended to provide the convenience of selecting a diamond sitting at home and getting delivered at home within seven days! %% The diamonds on offer are certified by international agencies such as GIA (Gemological Institute of America), AGS (American Gemological Society), IGI (International Gemological Institute, Belgium) and HRD (Hoge Raad voor Diamont, Antwerp). The portal is designed to offer a better shopping experience than what is experienced at a brick and mortar retail store. While the retail outfits have a maximum inventory of anywhere between 5 to 50 solitaires, the portal, in view of its global tie-ups, will have an inventory of nearly 40,000 diamonds of all shapes, colour, cut and clarity at prices starting from as low as Rs.15, 000 and up to a few crores. %% CaratLane will offer custom-made diamond jewellery, catering to the specific taste of a customer. “All the CaratLane solitaire jewellery is custom-made. The customer can choose a diamond that specifically meets his/her needs from an inventory of over 40,000 diamonds and then get it set on ring/pendant or earring with a design of choice,'' says Mr. Mithun Sacheti. %% After the consumer preference is noted, the jewellery is shipped to the customer within five to seven business days - the fastest delivery time line for any custom-made jewellery. %% Another advantage is that of the options of solitaires to choose from. While a jewellery store typically will have anything between 5 and 50 solitaires at any point of time, it is the salesperson who dictates what a consumer must buy and not the other way around. Usually, a buyer will place an order based on the 4 Cs (cut, colour, clarity and carat weight) and his/her budget. Invariably, a customer will end up over-shooting the budget. %% Other features of the portal include information on how to pick diamonds and get best value for one’s money, transparency in dealings lending to consumer confidence. “CaratLane.com will offer dedicated customer service. Our team of jewellery consultants work seven days a week and are trained to guide a customer through her diamond purchase and help her make an educated buy. The team can also recommend the right kind of jewellery based on the consumer’s need,” adds Mr. Sacheti.