Sell jewellery on WhatsApp. Turn Instagram into a real jewellery business.

If you sell jewellery on WhatsApp today, you already know the problem. A reel goes viral, a hundred DMs land, three of them ask "price?", one asks "COD?", and by Sunday night you're still copy-pasting UPI IDs into chats you can't find again. Behaf is the first chat commerce platform built for Indian jewellery brands — a proper storefront that lives inside WhatsApp, with AI that answers customers, payments that clear instantly, and shipping that books itself. You keep the brand, the customer, the margin. We handle everything that isn't jewellery.

Why jewellery brands lose money selling on Instagram DMs

Jewellery is a category built for chat. Buyers want to ask about karat, chain length, whether the stone is real, whether it comes with a certificate, whether it'll tarnish. They want photos of the back. They want to know your return policy before they pay ₹8,000 for something they can't touch.

Instagram DMs are terrible at this. Every conversation is a fresh one. You have no order history. You have no way to send a proper invoice. You verify UPI screenshots at midnight. You forward customer addresses to Shiprocket by hand. And the moment Meta throttles your reach — which happens more often than any founder admits — your entire pipeline stalls.

The brands that scale past ₹5 lakh a month all figure out the same thing: the DM is a starting point, not a checkout. You need a place for the actual sale to happen. That place has traditionally meant building a website. But websites are expensive to build, slower to load, and force your customers out of the app where they were already comfortable.

WhatsApp solves that. A proper WhatsApp chat store solves it better.

What a chat store for jewellery looks like

A Behaf chat store is a full jewellery storefront that lives inside a single WhatsApp message. Your customer opens WhatsApp, taps your storefront link, and sees:

• Your product catalogue with real photos, prices, and variants (18kt vs 22kt, chain length, ring size)
• Complete product details — weight, purity, certification, care instructions
• A cart they can add items to
• A checkout with PayU handling UPI, cards, and net banking
• Order confirmation with an invoice
• Shiprocket tracking updates sent automatically as the parcel moves

Everything happens inside WhatsApp. No app to install, no website to load, no OTP forms that break on 4G. For a jewellery buyer — often a woman shopping between other tasks on her phone — that friction removal is the difference between a sale and a maybe.

The unfair advantage — you inherit our customers

Every other WhatsApp store platform gives you your own number and tells you "good luck." You start at zero. You have to drive every visitor yourself.

Behaf works differently. There is one Behaf-owned WhatsApp number that thousands of Indian shoppers already have saved. When you join Behaf, your jewellery storefront lives inside that shared number. Your first customer isn't a stranger — it's someone who already bought earrings from another Behaf brand last month and is browsing what's new.

That is a moat no other platform can offer. Not Dukaan, not Bikayi, not Shopify, not any WhatsApp store builder. It only works because we're one platform running the number, not a builder handing you an empty one.

Your storefront is yours. Your brand, your prices, your customer's phone number and order history — all yours in your dashboard from day one. The trust and the traffic are what you inherit.

How to start selling jewellery on WhatsApp with Behaf

Live in 10 minutes. No developer, no designer, no monthly fee.

You handle the jewellery. Behaf handles the plumbing.

Pricing — pay only when you actually sell

• ₹0 to sign up
• ₹0 monthly
• 5% + ₹5 + 18% GST per successful order
• 0 if the order fails, cancels, or doesn't ship

On a ₹5,000 pair of earrings, you keep ₹4,700. On a ₹25,000 gold chain, you keep ₹23,470. Compare that to marketplace commissions of 20–35%, or website builder subscriptions that charge you whether you sell or not.

Founding 100 brands lock in 5% for life. After the first 100 slots, the standard rate becomes 10%.

What Behaf handles vs what you handle

The infrastructure is invisible. The brand your customer remembers is yours.

Perfect fit for these jewellery brands

Behaf works especially well if you're:

• A silver or oxidised jewellery brand selling through Instagram reels
• A gold-plated or fashion jewellery label doing 50–500 orders a month
• A handmade or artisan jewellery brand where each customer needs guidance
• A regional jewellery brand (Kundan, Meenakari, Temple, Kolhapuri) with a loyal audience
• A jewellery reseller or drop-shipper who doesn't want to build a website
• A traditional jewellery family business moving online for the first time

It's also a fit if you already sell on Shopify or Dukaan but your customers keep asking questions in DMs anyway — you can run Behaf as your chat-first channel while keeping your existing website.

Frequently asked questions

Ready to stop losing jewellery orders in DMs?

Behaf is opening with the first 100 Indian brands. If you get in, you lock in 5% commission for life — after that it becomes 10%.

Talk to Jerish directly: jerish@behaf.co