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The Future of Jewellery - Artificial Intelligence, Machine Learning and Data Analytics

06 Oct 2021

India’s jewellery sector has helmed innovation and successfully implemented creative solutions for complex problems. With rapid growth, consumerism, and an increase in online shopping, Indian jewellery companies are changing the very process of doing business with Artificial Intelligence (AI), Machine Learning (ML), and Data Analytics. In the new normal, the ability of the organization to further use computer-aided technology will enable it to predict changes, make fact-based decisions, and stay ahead of the competition.
Here are the five major areas where Artificial Intelligence (AI), Machine Learning (ML), and Data Analytics are contributing to the future of jewellery industry:

1. Identifying gems
Gübelin Gem Lab in Switzerland used its reference collection, comprising more than 27,000 gemstones from major commercial mines worldwide, to develop an algorithm for automated gem analysis. They used an intricate set of data to design and develop machine-learning-based algorithms that include - microscopic and macroscopic descriptors, color, size, optics, fluorescence, specific gravity, light dispersion, colour change, RI (Refractive Index), FTIR (Fourier-Transform Infrared Spectrometer), UV-Vis-nIR spectra, Raman spectra, chemical trace, and ultra-trace element composition.
Similarly, the Gemological Institute of America (GIA) has partnered with IBM to develop an artificial intelligence system for diamond clarity grading. Even AI-powered tools like Ratna developed by Gemasign are facilitating identification of mounted/loose stones.
AI in the jewellery industry and its applications help to detect gemstones and identify counterfeit/spurious stones. AI also increases the false-positive prediction rate to 97.9% when training the algorithms and the machine.

2. Gemstone manufacturing/cutting
Reducing wastage in the rough is a long, costly, and cumbersome process while cutting gems. The accuracy with which a stone is marked prior to cutting and finishing determines the yield and profit.
This manual activity relied on a skilled manufacturer to assess the grade and spot opportunities for upgrading the stone by reducing imperfections in the raw material. Often, the manufacturer would send a polished diamond multiple times to a gem lab to improve the grading results. But with the help of recent AI-grading technologies, manufacturers can vastly reduce the back-and-forth involved with optimizing the diamond grade. AI grading improves efficiency, shortens manufacturing time, reduces cost, improves quality, m and maximizes the grading of the manufactured stone. Today AI tools like iGem are available to gemstone manufacturers/cutters.

3. Jewellery designing
Technology offers substantial support to jewellery designers. From the extensive use of Computer-Aided Design (CAD) to 3D printing, a designer can use modern tools and techniques to include new design principles. AI plays a pivotal role in optimizing jewellery design with higher aesthetic appeal and saleability.
Microsoft uses AI and ML in jewellery design. AI minimizes the time involved in designing stone jewellery, and ML contributes to space optimization. In 2020, Microsoft offered this AI system to jewellery designers in Jaipur to produce trendy jewellery pieces. They developed a model called Pruning, powered by a dataset of 1200 AI-generated designs. With the help of this software, the designer can discard the low visual appeal designs. Also, Rapidshape, a German DLP printer, is now being used by jewellery designers for 3-D printing.
By leveraging technology for design, the designer spends quality time to create more saleable designs for the marketplace.

4. Jewellery manufacturing
With the growing demand for casting jewellery (hyperlink with July Blog 1) several manufacturers and exporters of jewellery are streamlining existing workflows using AI. New technology in jewellery manufacturing has already entered the factories of top jewellery exporters in India.
The Gem & Jewellery Skill Council of India (GJSCI), in February 2021, launched its pilot project - Jewellery Artificial Intelligence & Data Science Excellence (JADE) along with IIT Mumbai and Persistent Systems, Pune. The focus is artificial intelligence (AI) for the Indian gems and jewellery industry. The JADE project aims to eliminate gold jewellery casting defects and minimize rejections using AI and data science techniques.
Currently, the JADE programme is in use in four leading jewellery manufacturing companies in Mumbai
– Diatrends, Jewelex, Uni-Design, and KBS Creations.
Mass production margins can remain high using advanced technologies in AI and ML.

5. Consumer behavior
Today advanced data analytics in jewellery is required as the jewellery business is undergoing changes in customer behavior and purchasing patterns. KPI analysis, inventory optimization, customer profiling, sales analysis are jewellery analytics that have become obligatory to profit in the jewellery trade.
Did you know - 92% of millennials research jewellery products before buying jewellery, or 73% of buyers prefer to deal with brands that take their personal preferences into account? This change is pointing in the direction of AI to personalize customer interactions. So, how will jewelers integrate technology to predict consumer buying behaviors?
Artificial Intelligence (AI) algorithms use data to find patterns in what the customer likes and is searching. Through quizzes/questionnaires, the company can get data from a customer to tailor its recommendations.
In 2020, CaratLane, a Tanishq brand, partnered with wesense.ai's proprietary AI-powered video analytics product to enhance its customer experience through data and technology. Its AI product analyzes the customer journey inside the CaratLane stores to provide insights to plan effective marketing campaigns and increase sales conversions. According to Atul Sinha, SVP (Retail), CaratLane, “As a brand that has multiple retail stores across the country, CaratLane has always been focused on acquiring accurate footfall data to enhance the customer experience. By using the cameras and other available resources at our stores, wesense.ai provides us with real-time data, which helps us make better decisions regarding inventory,
staffing, and promotions.”

Further, jewellery technology like Blockchain fosters transparency and ethical buying as the gemstones are traceable back to their source. Even VR headsets used to get a comprehensive view of jewellery samples is another way technological advances have found their way to woo jewellery customers.

The above shows us how Artificial Intelligence, Machine Learning, and Data Analytics have pervaded the jewellery industry worldwide. The technology threesome presents a different way to design, manufacture and shop for jewellery. Together it helps to improve overall efficiency, solve complex business challenges and be ready for the New Normal.
The Indian gems and jewellery industry that contributes 29% of the global jewellery consumption, has also taken strides to stay technologically enhanced. AI is everywhere – from educational courses in jewellery designing and gemmology to the sparkling jewellery export industry. Furthermore, a shift from the unorganized to the organized sector has prompted well-established Indian jewellery brands to harness the latest technology tools to better their products and services.
Thus, either you gear yourself to herald a new intelligent jewellery landscape or then become a dinosaur - the future of jewellery is here and now.

Rukshana is a freelance content and communication strategist based out of Mumbai, India. She mingles her expertise in PR with comprehensive domain knowledge and creative writing skills to assist and propagate business, worldwide. Being a quick learner, she utilizes her diversified digital expertise to provide copywriting and content writing services to create highly profitable brands, products, and services.