Today CaratLane launched their Google Adwords campaign. As an e-commerce company this is critical to our online marketing efforts. The online diamond jewellery market in India is still looking for their first established player. In such a scenario, most customers looking to purchase online will have to resort to a google search. Such customers are extremely important as they are the first batch of Indian e-commerce converts – the innovators and early adaptors for the online diamond jewellery category if I may borrow from the ‘Tipping Point’. And then they will do what all such people do – spread the good word about a good product. This is step one of changing the face of diamond jewellery retail in India. 
