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- Jewellers use WhatsApp for enquiries with budget and occasion, catalogue and video sharing, custom order progress, store visit bookings, gold rate updates and occasion reminders
- High-value, considered purchases suit WhatsApp: a video of the piece, a price, a visit booked, all in one thread with the salesperson
- Custom orders run through stages (design approved, in making, ready) with utility updates the customer watches closely
- Five templates, a cost example for a single store and a 30-day rollout
A jewellery purchase is considered, high-value and personal, which is exactly what WhatsApp is good at: the customer sees a video of the piece, asks the salesperson three questions, books a visit, pays an advance and follows the making of a custom order, all in one thread that the store keeps. The store's job is to make each of those moments automatic where it can be and human where it should be. This playbook gives the enquiry flow, the custom order stages, occasion reminders, five templates, a cost example and a 30-day rollout.
The customer cycle on WhatsApp
| Stage | Message | Category | Trigger |
|---|---|---|---|
| Enquiry | Occasion, category, budget, metal; catalogue | Free-form (in-window) | First message, QR, Instagram, ad |
| Shortlist | Videos and prices of pieces; visit booking | Free-form or utility | Salesperson, flow |
| Visit | Confirmation, reminder, directions | Utility | Appointment created, timer |
| Order | Advance link, receipt, expected date | Utility | Order created, payment |
| Making | Design approved, in making, ready with photo | Utility | Order stage changes |
| Delivered | Care instructions, certificate, review | Utility | Stage delivered |
| Occasion | Anniversary or birthday reminder | Utility | Timer from custom field |
| Festive | Collection launch, offers | Marketing (consent, opt-out) | Scheduled broadcast |
The first-contact flow
Trigger: any first message, the QR at the counter and on the bill, Instagram DMs, a click-to-WhatsApp ad. Steps: occasion as buttons (wedding, gift, daily wear, investment); category as a list (necklace, earrings, bangles, rings, coins); budget band; metal preference; the lead is created with those as custom fields and scored (wedding and high budget score up), and the salesperson for that category is assigned with the summary. The customer gets a curated set of three pieces as images with prices and a "Book a visit" button.
Video sells jewellery. Salespeople send short videos of pieces from the inbox on the phone; the Android app records and sends them inside the conversation, free in-window. A product catalog connected from Commerce Manager lets flows send product cards with prices for the standard range.
Custom orders and occasions
A custom order is created with the advance paid through a payment link and an expected date; stages (design approved with the CAD image, in making, ready with a photo, delivered) each send a utility update. Customers watch these closely, so the updates cut "is it ready?" calls to nothing. Occasions are recorded as custom fields at the first purchase; a utility reminder two weeks before an anniversary or birthday ("the anniversary you told us about is on {{date}}; would you like to see some ideas?") is about the customer's own stated occasion; an offer attached to it would make it marketing.
Gold rate and festive campaigns
Customers with a pending purchase who asked to be told when the rate drops get a utility message when it does. A daily rate broadcast to a list is marketing and needs consent. Festive collections (Akshaya Tritiya, Dhanteras, wedding season) are marketing to consenting customers, segmented by occasion and budget band, once per festival, with an opt-out line.
Five templates that pass review
- jewel_enquiry_shortlist (utility): "Hi {{1}}, based on what you told us, here are three {{2}} pieces within your budget: {{3}}. Reply with the one you like or tap Book a visit."
- jewel_visit_confirmed (utility): "Hi {{1}}, your visit to {{2}} is confirmed for {{3}} at {{4}}. {{5}} will be ready with the pieces. Reply R to reschedule."
- jewel_order_stage (utility): "Hi {{1}}, an update on your order {{2}}: {{3}}. Expected ready date {{4}}. Reply with any questions."
- jewel_occasion_reminder (utility): "Hi {{1}}, the {{2}} you told us about is on {{3}}. Reply if you would like to see some ideas."
- jewel_festive_collection (marketing): "Hi {{1}}, our {{2}} collection is here at {{3}}. Reply VIEW to see it or STOP to opt out."
The weekly review
Read five numbers every Monday: enquiries by source, the conversion at the step that matters most for this business, utility messages sent and how many were free in-window, replies to the last marketing send, and blocks on it (anything above 0.2 percent needs a segment or wording change). The Analytics page shows them per agent and per campaign, and the audit log shows who sent what if a number surprises you.
What it costs
A single store with 600 enquiries a month: shortlist messages mostly in-window (free); 150 visit confirmations and reminders (300 utility, Rs 35); 80 custom orders with four stage updates each (320 utility, Rs 37); 200 occasion reminders (Rs 23); one festive campaign to 3,000 consenting customers (Rs 2,589). Meta total about Rs 2,700. VGraple CRM Starter Rs 1,499 for four salespeople; Growth if the AI should answer rate and range questions.
30-day rollout
Week 1. Connect the number in coexistence mode; submit the five templates; build the enquiry flow; import customers with occasions and consent; connect Instagram and the catalog.
Week 2. Salespeople work from the inbox on the Android app; visit bookings and reminders on; advance payment links.
Week 3. Custom order stages with updates; occasion reminders; consent collection for festive campaigns.
Week 4. First festive campaign to consenting customers; review enquiry-to-visit rate, visit-to-order rate, order update replies and blocks.
Mistakes to avoid
- Daily gold rate broadcasts to everyone; consent, or utility to those who asked.
- Prices in a template body sent to a list; a price to the person who asked is fine.
- Custom orders updated by phone calls the customer has to make.
- Occasion reminders with an offer attached; keep them utility.
- Everyone in the store seeing every high-value conversation; use teams and roles.
What VGraple CRM does here
Enquiry flows with lead scoring, the shared inbox with Instagram and the Android app for video, appointments with reminders, order stages with utility updates, payment links, custom fields for occasions with timers, catalog messages, broadcasts with consent handling and delivery protection, and encryption and role-based access are on every plan including Free (AI on Growth and above). The jewellery solution page has the full setup.