Finding the right piece of jewelry for Valentine’s Day shouldn’t feel like a daunting task. Eternz, India’s first and largest online marketplace for jewelry and watches, is simplifying the search with the launch of two new features – Gift Finder and Swipe – built for how today’s consumers actually shop. Whether it’s narrowing down meaningful options or discovering pieces with a swipe, the platform brings premium brands and standout craftsmanship together in one intuitive experience. To mark the launch, Eternz has unveiled two engaging visuals via YouTube that showcase how effortless jewelry discovery can be.
Valentine’s Day Gifting and Decision Fatigue
Valentine’s Day is an emotional occasion where shoppers have a clear gifting intent but are swamped with options, or second-guess their decision. They want recommendations that are truly relevant and highly curated. To help navigate these overwhelming choices and purchase gifts that feel right and thoughtful, Eternz has launched the Gift Finder and Swipe Feature that combines AI-led intelligence with trained algorithms and expert curation.
The Gift Finder: Simplifying Jewelry Gifting for First-Time Buyers
First-time buyers often feel intimidated due to a lack of knowledge about jewelry categories, trends and styles, or fear making the wrong choice, especially when it’s being bought as a meaningful gift. The Gift Finder removes this friction by acting as a step-by-step guide. The feature provides a seamless, confident, and informed shopping experience by starting with simple questions instead of products:
- Who they are gifting to (relationship & persona)
- The occasion and budget
- Style and preferences
- Category choice
It translates this pure intent into precise, thoughtfully curated options tailored to your specific gifting moment. This is not just by data-led insights but through the expertise of Eternz’s founder, Arthi, herself, thereby building trust in the platform’s recommendations. Unlike traditional browsing, which heavily relies on filters and endless scrolling, this feature makes Valentine’s Day jewelry shopping confidence-led, faster, and stress-free – where customers discover the right piece, not just more pieces.
Swipe Feature: Making Discovery Natural for Gen Z and Millennials
Meanwhile, Valentine’s Day sees a surge in Gen Z and millennial shoppers. Many of them are first-time or occasional jewelry buyers, who are already familiar with swipe-based interactions and digital experiences popularised by dating and content apps – where decisions are quick, visual and instinctive. Eternz introduced the same behaviour into jewelry discovery to make it natural, engaging, and intuitive, much like everyday digital experiences. Instead of endlessly browsing pages, users can quickly:
- Right swipe when they like a design
- Left swipe when it’s not for them
- Swipe up to explore or buy what they love
Real-Time Learning and Personalisation
This makes discovery fun, fast, and pressure-free when decision fatigue is real, especially for younger shoppers who prefer interaction over filters. Not just that, but the feature also helps Eternz to learn user preferences in real-time – from styles and categories to price sensitivity – allowing the platform to continuously show more relevant and personalised jewelry.
Gamification and Rewards
Making it even more rewarding, Eternz has gamified the experience by incentivising swipes with points that can be redeemed against purchases. The result is a discovery experience that feels less like shopping and more like everyday interaction.
Campaign Visibility Through YouTube Shorts
To showcase these features, the brand has also created two YouTube Shorts:
Link to Short 1: https://www.youtube.com/shorts/UfPO_p8tbCw
Link to Short 2: https://www.youtube.com/shorts/Q3x2Gh65o3g
Founder’s Perspective on Intent-Led Gifting
Arthi Ramalingam, Founder & CEO of Eternz, said, “Valentine’s Day is one of the biggest moments for jewelry gifting, with nearly 40% of online purchases driven by gifts. While shoppers know who they are buying for, finding the right piece can feel overwhelming. We launched the Gift Finder and Swipe feature to simplify that journey by focusing on intent instead of endless scrolling. By blending AI-led intelligence and expert curation, we make gifting personal, intuitive, and fun, so it feels as special as the celebration itself.”
Building Trust and Expanding the Buyer Base
She further added, “Jewelry discovery in e-commerce is evolving. With these two new features, Eternz will also be able to tap into a new audience. Giving these first-time buyers a seamless and confident experience helps build trust and encourages customer retention, which will enable Eternz to expand jewelry buying beyond traditional consumers.”
Driving Engagement and Business Impact
Customers today aren’t browsing casually; they are looking for relevant, meaningful, and engaging discovery experiences. Features like the Gift Finder are not just guiding first-time buyers to purchase; they are helping Eternz build lasting and valuable relationships. Likewise, the Swipe Feature has humanised jewelry buying and made it more personal and faster. These features aim to dramatically improve the shopping and discovery experience, helping in higher engagement and conversion rates, which translates directly into better business outcomes and healthier growth during one of the most important gifting moments of the year.
Reimagining Digital-First Jewelry Discovery
Eternz is built as a digital-first jewelry marketplace, where technology doesn’t just support commerce but is integral to how jewelry is discovered, chosen, and experienced. And by adopting a familiar, everyday digital interaction through the Gift Finder and Swipe feature, the platform aims to reduce friction in high-consideration purchases like jewelry and reimagine discovery for digital-native shoppers.
About Eternz
Guided by the philosophy of individuality and happiness, Eternz celebrates personal expression, offering jewelry that delights and resonates with every occasion. Inspired by the vibrancy of traditional bazaars, the platform brings that spirit of exploration online, blending craftsmanship, heritage, and technology into a seamless discovery experience. Hosting over 180 curated brands across fine gold, silver, demi-fine, and fashion jewelry, Eternz empowers customers to explore styles, metals, and price points without compromise.
With ambitious plans to expand its portfolio, Eternz is bringing global jewelry brands to India through its marketplace model, merging centuries of tradition with the future of self-expression and connection in jewelry. The platform will also launch offline experience centres where customers can see, feel, and try pieces before buying. Leveraging AI-driven curation, interactive visuals, recommendation engines, AR/VR try-ons, personalized storytelling tools, and community platforms, every visit is designed to feel curated, fresh, and joyful. Eternz isn’t just a marketplace, it’s a movement to reinvent how India discovers, shops, and connects with jewelry.
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