Uncommon Carat Named the Kayak of Diamonds by Harvard

Diamonds are troublesome, however buying them shouldn’t be.


Really, are diamonds a girl’s finest good friend? Diamonds are considered as an emblem of affection and ‘endlessly’ in tradition, largely due to sensible advertising methods (and the industry-controlling monopoly De Beers exercised for greater than a century that raised moral questions).

Ajay Anand based “Uncommon Carat,” usually often called the “Kayak of Diamonds,” in response to the pressure of shopping for a diamond with out being ripped off (or shopping for from unethical sources) and a scarcity of openness within the provide chain and {industry}.

He was dissatisfied with the method he used to purchase the engagement ring for his fiancée, so he got down to develop a good market for diamond patrons that will be supported by blockchain, digital actuality, synthetic intelligence, and information science.

Earlier than making a purchase order, the everyday purchaser who’s looking for the best ring to pop “The Query” conducts a considerable quantity of analysis. This will rank simply behind their first dwelling or vehicle as one in all their costliest purchases.

Moreover, a wide range of components, together with coloration, carat, minimize, readability, and fluorescence, can have an effect on a diamond’s worth in the marketplace. Since gemologists are often motivated to promote specific stones based mostly on commissions or different gross sales incentives, the market is filled with data asymmetry. The precise consumer just isn’t thought of in any of this.

The way it works

The web retailer Uncommon Carat doesn’t inventory or promote any of its personal diamonds. Customers enter numerous parameters (corresponding to worth, form, and carat) on the positioning, and the platform populates the outcomes with numerous related listings for comparability with whole pricing transparency and rankings from unbiased gemologists. The consumer interface is much like that of Kayak or Expedia, besides as a substitute of discovering inns and flights, shoppers are in search of diamonds. Via free on-line data, the web site additionally makes an attempt to tell guests concerning the diamond buy course of.

As well as, Uncommon Carat unveiled Rocky, the primary diamond “chatbot” (powered by IBM’s Watson companies), to help prospects of their search and purchase selections in a way akin to that of a bodily store, however with one hundred pc neutral transparency.

Rocky assesses diamonds based mostly on their carat, minimize, coloration, readability, polish, and depth and gives shoppers with shopping for recommendation akin to that of a real gemologist. Rocky’s sole motivation is to supply shoppers the best charge relying on the standards they supply.

In line with Anand, “Uncommon Carat’s know-how attracts on the huge quantity of information it has amassed over the earlier 4 months, together with 10 million information factors on diamond pricing and traits, greater than 2 million consumer queries, and greater than 100,000 messages the agency has exchanged with customers. Rocky additionally retains getting higher due to machine studying. On daily basis, a gemologist assesses the bot’s work and feeds the suggestions into IBM’s Watson companies, bettering Rocky’s potential to establish the best affords for shoppers.

Enterprise Mannequin

Uncommon Carat doesn’t inventory or promote any of its personal diamonds as a result of one in all its prime considerations was to take care of its objectivity. The platform capabilities solely as a market, bringing collectively suppliers and prospects by open data trade. None of Uncommon Carat’s income comes from commissions; all of it comes from promoting.

Goal Buyer

Uncommon Carat doesn’t wish to cater to the extra prosperous client base that prefers to buy at shops like Tiffany’s and Cartier for premium jewels. As a substitute, they wish to assist the larger common millennial demographic who’re merely looking for to get deal and are acquainted with web buying.

Worth Creation & Worth Seize Technique

By providing data and pricing transparency, in addition to steerage from human gemologists and a step-by-step buying course of facilitated by Rocky the chatbot, Uncommon Carat goals to supply worth for diamond patrons. Uncommon Carat is democratizing the buying of diamonds by way of using synthetic intelligence, machine studying, information analytics, and digital actuality. Beforehand, a lot of this course of was veiled in thriller and smoke.

The purpose of Uncommon Carat is to easily help the everyday millennial web purchaser in making some of the vital purchases of their lives. Their worth seize method is totally ad-based, with no compensation paid for sending prospects to sure companies, as a way to keep objectivity.

Alternatives and Challenges

Though they’ve a laudable intention and worth seize method, being an ad-based firm has a number of drawbacks. For one, it will likely be difficult to extend platform revenue exterior the paid promotion. Uncommon Carat is pursuing a wide range of choices, together with:

  • Blockchain know-how will present openness in an {industry} that’s often immoral by enabling patrons to grasp the mining and processing provide chain from which every gem comes. This know-how is the results of a collaboration with Everledger.
  • Digital actuality is a brand new know-how that Uncommon Carat plans to introduce to its platform. This may make it attainable for ring patrons to simulate the method of attempting on jewellery and comprehend how it will appear to them after a purchase order.
  • Rocky, their chatbot, will quickly have extra Watson companies, corresponding to Watson Imaginative and prescient, which may interpret studies on diamond high quality.


Ajay Anand, CEO of Uncommon Carat, remarked that chatbots could also be very useful within the appropriate enterprise and use case. “We’ve found that diamonds are a very good match for the media, particularly given the extremely organized decision-making that follows the well-known 4 Cs of diamonds: carat, minimize, coloration, and readability. Rocky has demonstrated his experience within the diamond buying decision-making course of by helping our beta testers in making the best decisions.

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