Supplier News: Week of Jan. 23

New jewelry platform IFtoSI introduced, Royal Chain hires Fruchtman Marketing

IFtoSI, A New Jewelry Platform

A new jewelry platform, IFtoSI, or Internally Flawless to Slight Inclusions, was introduced last August at GJF Fashion Nite, hosted by the All India Gem and Jewellery Trade Federation, in Mumbai. With it, founder and CEO Neeraj Kayathwal hopes to provide “superlative selection, convenience, and service” to its users, with a platform that combines elements of B2B, B2C, and O2O (online to offline) models.

IFtoSI claims to be an online marketplace for loose diamonds and gemstones, bullion purchases, and finished jewelry, with a mission to “connect the end buyer with the first seller.” It offers its users the ability to sell to businesses (B2B) as well as directly to the consumer (B2C), while its online-to-offline model makes it possible to browse a collection online and see it in-store. “Working in the jewelry industry, I understood many pain points of buyers and sellers and wanted to address them on a platform,” Kayathwal was quoted as saying in Gems and Jewellery Times last November. “Looking to buy a piece of precious jewelry and have nowhere to go? Traveling to a new city and planning to purchase jewelry but have no idea where to go? IFtoSI solves all of this and more.”

Both sellers and buyers must register to use the platform, but only sellers need to pay a subscription fee. To learn more or sign up for the platform, visit

Royal Chain Group Hires Fruchtman Marketing Agency

Royal Chain Group has hired Fruchtman Marketing to act as its full-service marketing and communications agency for the brand. The partnership began on Jan. 1.

Under the partnership, Fruchtman will work closely with the jeweler to develop marketing strategies as well as plan, develop, and see through all of Royal Chain’s marketing and communications initiatives. The New York City–based jewelry manufacturer has a distributor base of over 3,500 retailers nationwide.

“They have a keen understanding of the marketplace dynamic and the retail jeweler, many of whom they have as clients,” said executive vice president of sales for Royal Chain Group Gary Austein of the hiring of Fruchtman Marketing. “We were impressed by their jewelry industry expertise and their insight into our business.”

For more information on services offered by Fruchtman Marketing, visit, and visit for more on the jewelry manufacturer.

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JCK Contributing Editor

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