JINORA: one team for the store, the CRM and the day to day

JINORA sells lab-grown diamond and polki jewellery, online and from its flagship store in New Delhi. Its website was first built by another studio. What the brand needed next was not another redesign on its own, but one team that owns the whole thing: the store, the customer data behind it, and the work of running both.

What we took on

• A redesign of the online store.
• A CRM set up behind it, so every enquiry has a home.
• Day-to-day management of the website and the CRM.

How an enquiry moves now

The point of the work is the path a customer takes, not any single page. On JINORA's site it runs in four steps:

1. A visitor browses the collections.
2. Their enquiry is captured on the site.
3. It is saved to the CRM.
4. The team follows up.

Each step hands over to the next without anyone copying details between tools. That is the difference between a website and a system.

Why one team

When the site, the CRM and the day-to-day work sit with different people, the gaps between them are where enquiries get lost. Owning all three means a change to the store and the way enquiries are handled can be planned together, and someone is always watching how it runs.

A website shows the jewellery. The system behind it makes sure every interested customer hears back.

We will share results when JINORA is ready to. Until then, you can see the store and how it runs in the case study.