KISNA Diamond and Gold Jewellery has introduced AI-powered jewellery search in 15+ major Indian languages on its website, widening access to its collections through an intent-led discovery experience. The feature interprets how customers naturally describe what they want and connects them with relevant designs, reducing dependence on exact product names and keywords. KISNA projects a 20% increase in website searches over the next 4 months.
How the Search Understands Shopper Intent
The search handles both simple product queries and detailed descriptions of occasions, styles and design preferences. Customers can also mention budgets, trends and other requirements, where the matching information is available in the catalogue. By reading the intent behind each query, the technology can surface designs shoppers might otherwise miss through conventional navigation or keyword-based search.
It draws on jewellery-specific catalogue understanding, covering KISNA’s categories, collections, product types and attributes such as design, metal and style. This allows it to work as a jewellery discovery assistant, interpreting requirements in the context of the brand’s available products.
What KISNA’s Digital Leaders Said
Ruvin Dholakia, Chief Digital Officer, KISNA, said the opportunity is to bring the confidence of guided jewellery shopping into the digital journey. He said the aim is to make the breadth of the portfolio easier to explore and build greater continuity between online discovery and the in-store experience, calling AI-powered search a step toward a broader omnichannel vision
Paresh Vaidya, Head of Ecommerce, KISNA, said effective search depends on translating how customers describe their needs into relevant choices from the catalogue. The experience is tailored to KISNA’s collections so shoppers can express an occasion, style or preference in their own words and language, with search patterns guiding further refinements
Festive Season Adoption and Measurement
The festive and wedding season is expected to be an important window for adoption, as jewellery discovery becomes more closely tied to specific occasions and design preferences
KISNA will assess search usage, result relevance, product clicks, engagement and conversions to guide further enhancements
The initiative reinforces the website’s role in the wider jewellery shopping journey and supports KISNA’s omnichannel strategy