On this page
In short
- Enquiries qualified by occasion, category and budget; videos of pieces sent from the phone; visits booked with a reminder
- Custom orders run through stages with utility updates the customer watches closely; occasions recorded for a utility reminder
- Festive collections to consenting customers only, segmented by occasion and budget
Jewellery stores use WhatsApp for the considered, high-value, personal conversation a purchase needs: a video of the piece, three questions to the salesperson, a visit booked, an advance paid and the making of a custom order followed step by step. VGraple CRM makes each moment automatic where it can be and human where it should be, with the security a store handling high-value customers needs; the outcome is more enquiries turned into visits and custom orders that never need a "is it ready?" call.
The problem in numbers
A jewellery enquiry is rarely closed in one message. The customer wants to see the piece move, know the price for their budget, compare two options and then come in. Stores lose these customers when the reply is a day late, when the video never arrives, when the visit is not booked, and when the custom order goes quiet for three weeks. Festive seasons compound it: the same customers hear from every store, and the ones that message without consent are blocked first. WhatsApp handles the considered sale well when the enquiry is qualified in a minute, the salesperson has the video ready, and every update about the customer's own order goes out as a utility message at Rs 0.115.
Six things jewellery teams automate on WhatsApp
1. Enquiry qualified by occasion and budget
Any first message, the QR on the counter and the bill, Instagram DMs and click-to-WhatsApp ads start a flow: occasion, category, budget band, metal. The lead is created with those fields and scored; the category's salesperson is assigned with the summary and the customer receives a curated set of three pieces with prices and a Book a visit button.
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.
Flow builder, leads with lead scoring.
2. Videos from the phone
Salespeople record and send short videos of pieces from the Android app inside the conversation, free in-window; a connected catalog sends product cards with prices for the standard range.
jewel_video_followup (utility)
Hi {{1}}, here is the {{2}} you asked about, with the current price of Rs {{3}}. Reply if you would like to see it in another size or metal.
Android app and the catalog.
3. Visits booked and reminded
A visit flow offers days and slots, assigns the salesperson, sends a utility confirmation and reminds the day before; the salesperson has the shortlisted pieces ready.
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.
Appointments with staff and reminder timers.
4. Custom orders with stage updates
The advance through a payment link creates the order with an expected date; stages (design approved with the CAD image, in making, ready with a photo, delivered) each send a utility update.
jewel_order_stage (utility)
Hi {{1}}, an update on your order {{2}}: {{3}}. Expected ready date {{4}}. Reply with any questions.
Payments and stage automation under automation rules.
5. Occasion reminders
Anniversaries and birthdays recorded at the first purchase; a utility reminder two weeks before about the customer's own stated occasion, with a reply to see ideas. No offer attached.
jewel_occasion_reminder (utility)
Hi {{1}}, the {{2}} you told us about is on {{3}}. Reply if you would like to see some ideas.
Custom fields with timers; sequences for the follow-up.
6. Festive collections to consenting customers
Once per festival, a marketing campaign to consenting customers segmented by occasion and budget band, with an opt-out line; readers who do not reply get a different piece two days later.
jewel_festive_collection (marketing)
Hi {{1}}, our {{2}} collection is here at {{3}}. Reply VIEW to see it or STOP to opt out.
Broadcasts with consent handling and delivery protection.
Feature map
| Job | Feature | Plan |
|---|---|---|
| Enquiry flow with scoring | Flow builder, leads, lead scoring | Free |
| Videos and product cards in chat | Android app, catalog | Free |
| Store visits with reminders | Appointments | Free |
| Custom order stages and advances | Payments, automation rules | Free |
| Occasion reminders | Custom fields, sequences | Free |
| Festive campaigns with consent | Broadcasts, delivery protection | Free within Meta limits |
| Role-based access to high-value conversations | Security and roles | Free |
| Four salespeople | Seats | Starter Rs 1,499 |
| AI for rate and range questions | AI chatbot | Growth Rs 3,499 |
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's total is about Rs 2,700 a month; VGraple CRM is Rs 1,499 on Starter for four salespeople, with Meta billing directly and no markup.
A 30-day rollout plan
Week 1. Connect the number in coexistence mode; submit the 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 and visit-to-order rates, update replies and blocks.
Getting the number ready
Most jewellery businesses already run WhatsApp on the owner's phone, so the first decision is how to connect: coexistence keeps the WhatsApp Business app working on that phone while the team uses the inbox, with up to six months of history imported; an API-only connection suits a new number for the team. Either way, Embedded Signup takes a few minutes, the display name is reviewed by Meta, and business verification in Meta Business Manager lifts the marketing limit from 250 unique recipients a day to 1,000 and beyond. Submit the templates on day one; most are approved within the hour, and the template library has an industry collection ready to submit.
Consent, privacy and the rules that apply
A customer who messages first has consented to service replies and to utility messages about that transaction; marketing needs an explicit yes, recorded with source and date, and an opt-out on every marketing template. VGraple CRM records consent automatically from inbound messages, YES replies, forms, ads and imports, suppresses opted-out and blocked contacts before every send, honours STOP and Meta's app-level opt-out at once, and keeps marketing to United States numbers paused as Meta requires. Personal fields are encrypted at rest, access is by role and team, and the audit log records exports and deletions, which covers India's DPDP Act and GDPR for jewellery data in practice. The opt-in rules guide has the detail.
Numbers to watch each week
First-response time on new conversations (minutes, not hours); the share of enquiries that reach the step that matters for jewellery (a booking, a visit, an order, an enrolment); utility messages sent and how many were free inside open windows; replies to the last marketing send; and blocks on it, which should stay under 0.2 percent. The Analytics page shows them per agent and per campaign on Starter and above; the channel page shows the quality rating and tier, which the blocks feed. A yellow rating is the signal to tighten the segment before the next send, not after.
Common mistakes
- Daily gold rate broadcasts to everyone; consent, or utility to those who asked.
- 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.
- Salespeople's personal numbers; the relationship should belong to the store.
Why VGraple CRM for jewellery
Enquiry flows with lead scoring, the shared inbox with Instagram and the Android app, appointments with reminders, order stages with utility updates, payment links, custom fields for occasions, catalog messages, broadcasts with consent and delivery protection, and encryption with role-based access are on the Free plan; Starter adds seats and analytics. The jewellery playbook has the templates and the rollout.