As someone who has spent over two decades mentoring professionals and helping shape the retail landscape within the jewelry industry, I’ve observed many shifts, but none as exciting and transformative as the one we’re about to witness. With the rapid rise of technology, AI, and shifting consumer expectations, I coined the term SOBO (Shopping Online, Buying Offline) to describe a future model for retail that will become the new standard by 2030; particularly in the luxury jewelry space.
SOBO isn’t just a concept; it’s a strategy that will change the way retailers (big and small)engage with their customers, combining the convenience of online shopping with the rich, personalized in-store experience. Here’s why I believe SOBO, empowered by AI-driven customization, will revolutionize the jewelry industry, and why I’m committed to helping retailers implement this model to stay ahead of the curve.
Okay, But why am I Making This Prediction?
Over the years, I’ve had the privilege of working closely with a wide spectrum of retailers, from small independent jewelers to large, established brands. Through my consultations, one challenge has remained consistent: how to merge the personalized, high-touch experience of luxury jewelry with the convenience and scale that modern consumers demand.
I came up with SOBO as a way to bridge this gap. It was born out of necessity… seeing retailers struggle to bring the emotional connection of in-store experiences to the digital space. And it’s become clear that customers are no longer satisfied with just one or the other. They want the best of both worlds.
What SOBO Can Do for All Levels of Retailers?
What excites me about SOBO is that it’s scalable and adaptable for all types of retailers, whether you’re a small boutique jeweler, a mid-sized business, or a luxury global brand.
For small retailers, SOBO provides an opportunity to leverage technology without losing the personal touch. Imagine having an AI assistant that helps guide customers through custom designs online, but the final decision and purchase happen in your store, where they can see and feel the product.
Mid-sized retailers can implement SOBO to elevate their customer experience, creating a seamless flow between online engagement and in-store expertise. Customers design online, but walk into a physical store for consultations, adjustments, and to complete their purchase in a personalized setting.
Luxury brands can take it a step further, offering hyper-personalized design experiences that begin online with AI tools, allowing customers to co-create one-of-a-kind pieces, and then conclude with a luxurious, in-store presentation and reveal.
The SOBO model can be tailored for any size business, making it a universal strategy for today’s omnichannel world.
How Merchandising Will Evolve in the Digital Space
Now that we understand the concepts of SOBO, let us talk about the next hot thing in retail: Merchandising. Merchandising has always been foundational to successful retail, but its representation is evolving, especially in the digital era. The days of traditional, static visual merchandising are fading fast. Instead, the future of merchandising is about creating interactive, dynamic experiences that blend seamlessly between online and offline touchpoints.
In the digital space, merchandising will need to go beyond simple product display. Customers should be able to interact with your inventory in ways that reflect the in-store experience. This includes AI-generated visuals that show how a piece of jewelry will look on them, customizing the image to reflect different skin tones, face shapes, and preferences. More importantly, customers should be able to click on a product and instantly access a ‘goldmine’ of information. Like, What gemstones are in the piece? Where are the gemstones sourced from? Is this piece sustainable? What certifications back the product’s authenticity?
This level of data transparency is what today’s consumer craves. They’re no longer just interested in the product, they’re fascinated by the story behind it.
In-Store Merchandising:
On the flip side, in-store merchandising will have to mirror the fluidity of the online experience. Customers should be able to explore the same interactive displays that they encountered online, but now they can physically see and touch the product. Think smart mirrors that not only show how a necklace will look on you but also allow you to view its full backstory with just a tap. By blending the digital and physical seamlessly, retailers can ensure that customers feel informed, engaged, and connected every step of the way.
The Role of Backstory : The Hero of the Customer Journey:
There’s one fundamental shift we cannot overlook: the backstory is now the hero of the purchase journey. Today’s consumer doesn’t just want a product; they want to know the entire journey behind it. Who mined the gemstone? How sustainable are the sourcing practices? What’s the history behind the design? These stories build trust, create emotional connections, and create brand loyalty in ways that traditional marketing simply can’t.
SOBO allows us to harness this storytelling power. Whether customers are browsing online or visiting a store, they should have instant access to the story behind each piece of jewelry. This can be achieved through interactive content, videos, AR experiences, and even QR codes that customers can scan to learn about the piece’s origin, sustainability credentials, and craftsmanship.
The integration of AI makes this even more compelling. Imagine walking into a store, trying on a ring, and being able to immediately access its full story; down to the name of the artisan who crafted it. This is the future of jewelry retail, and it’s a future that puts both technology and the human touch at its core.
Empowering Retailers Through My Consultations:
Through my consultations, my goal is to help empower retailers at all levels to embrace the SOBO model and AI-driven merchandising. By implementing this approach, retailers can offer a customer experience that’s more engaging, personalized, and transparent than ever before.
Whether you’re a small business looking to enhance your digital presence or a large brand wanting to elevate your in-store experience, I believe that SOBO can revolutionize how you connect with your customers, increase loyalty, and drive growth.
The future of retail lies in the seamless integration of digital and physical experiences—SOBO, powered by AI, is the blueprint for that future. As we move forward, merchandising will become more interactive, storytelling will take center stage, and customers will expect more from the brands they choose to support.
I’m excited to work with retailers to bring these concepts to life, and I look forward to the opportunities ahead as we redefine the jewelry industry together.
Let’s embrace the future of retail, one where technology enhances, but never replaces, the artistry and emotional connection that make jewelry so timeless.
About the Author: Rahul Desai (MD & CEO, IIG)
Rahul Desai is a seasoned consultant and industry expert with over 20 years of experience in the jewelry sector. As the CEO and Managing Director of the International Institute of Gemology (IIG), Rahul has dedicated his career to guiding businesses and retailers across various levels. His expertise spans multiple aspects of the industry, from strategic consulting and brand development to operational efficiency and revenue enhancement. Rahul’s insights have helped countless clients achieve their business goals, build robust brands, and optimize their operations for maximum success. His holistic approach ensures that every aspect of a jewelry business is aligned for growth and excellence.
IIG India
International Institute of Gemology is an educational institute imparting knowledge about Gems and Jewellery. IIG has educated over 1,00,000 professionals excelling in the Gems and Jewellery industry. An institute par excellence offers education programs with certifications that hold global credibility. Having a stronghold in the industry for five decades, IIG has accelerated the quality of education in the Gems and Jewellery sector. IIG works towards bringing the best practices of the Gems and Jewellery industry under one roof.