For centuries, people worldwide have purchased gold and other jewelry for ornamental purposes, to enhance their appearance, and also as an investment which can be easily liquidated in a financial emergency . Though banks and other investment options are now available, many people prefer to invest a substantial portion of their money in jewelry as it is also used as a fashion accessory.

Earlier most people were purchasing their jewelry from the local jewelry shop or jeweler. However as online stores have become more popular, many men and women are preferring to purchase their jewelry online as there are many advantages of purchasing jewelry from a reputed online store. One of the greatest advantages of purchasing jewelry online, is the lower prices of the jewelry.

Most of the offline jewelry stores are located in the prime commercial areas of the city, and have to pay a substantial amount as rent, security and other overheads. This expense is passed on to their customers who purchase the jewelry offline, visiting the stores. On the other hand, most online stores do not have any walk in customers, so they are located in areas where the real estate costs and other expenses are far lower. This saving in business expenses is usually passed on to customers who purchase jewelry online, and prices are much lower online.