Behind every timeless piece of jewellery is a story, and for Gehna Gems, that story extends beyond design into the way customers experience the brand online. Known for making fine jewellery personal, customizable, and accessible, Gehna has redefined how modern India buys jewellery. But when it came to high-value online purchases, the challenges of payments, failed transactions, limited options, and operational bottlenecks stood in the way of a truly seamless journey.
To understand how Gehna turned this around with Razorpay’s full-stack solutions: from Pay-ins to Pay-outs; we sat down with Vineeth Samdaria, Director, Marketing & Operations at Gehna Gems, to talk about their 5 year journey and transformation with Razorpay, and how payments became an enabler of trust and growth.
1. Tell us about Gehna Gems, what makes the brand unique?
Vineeth: Gehna Gems was founded with a simple but powerful vision: to make fine jewellery personal, accessible, and customizable. From day one, we wanted to break away from the “one-size-fits-all” mould and create a space where jewellery tells individual stories. Whether it’s everyday gemstone jewellery or bespoke designs, our goal has been to make luxury feel personal and approachable, not just reserved for special occasions.
2. What kind of customer experience do you strive to deliver?
Vineeth: Buying jewellery is an emotional and significant decision. We wanted our online store to feel as seamless and trustworthy as walking into a boutique. That means transparent pricing, easy customization, secure checkout, and reliable delivery. From browsing to unboxing, every touchpoint is designed to inspire confidence and delight.
3. Before Razorpay, what were your biggest payment challenges?
Vineeth: Payments used to be a major friction point. We lacked a native checkout experience, had limited features like saved cards, and payment failures were more frequent. The checkout flow felt clunky, leading to unnecessary drop-offs, especially for high-value orders where customer trust is critical.
4. Why did you choose Razorpay as your payments partner?
Vineeth: As a custom-built site, we needed a payments partner with strong API integration capabilities that could adapt seamlessly to our workflows. At the same time, since we deal with high-value jewellery purchases, it was important to work with a trusted and easily recognizable brand that would inspire confidence in our customers during checkout. Razorpay stood out by combining both, robust technology with the credibility and trust that’s essential for a category like ours.
5. What changes have you seen since moving to Razorpay?
Vineeth: The transformation has been significant:
- Higher success rates: Features like Native OTP and Saved Cards have made the checkout experience smoother, especially for our repeat customers.
- Global reach: We were also able to easily enable international card transactions, which was a big plus.
- Reduced drop-offs: The wide range of payment options and frictionless flow have helped reduce drop-offs and improve overall completion rates.
- Operational efficiency & support: The dashboard and reporting tools are very comprehensive, allowing for much quicker reconciliation and better visibility into transactions. The refund process is also seamless, which has improved customer experience significantly when it comes to returns and refunds.
6. How has the overall experience been with Razorpay?
Vineeth: We’ve been using Razorpay for over five years now, and the experience has been consistently excellent. Beyond payments, products like RazorpayX and Payroll have integrated beautifully with our finance operations. Having a dedicated account manager and quick resolution of queries has been a big advantage. Given our high transaction volumes and high-value orders, having a trusted partner makes all the difference, and Razorpay has never disappointed.
7. Would you recommend Razorpay to other D2C brands?
Vineeth: Absolutely. For any growing brand, Razorpay offers the trifecta, reliability, innovation, and strong support. If you want to scale without worrying about payment bottlenecks, Razorpay is the partner you want by your side.
Ready to embark on the journey of seamless payments? Get started today.
