Ashish C Sharma : Crafting Consistency Across Experience Touchpoints
Ashish C Sharma
Chief Strategy Officer
While these elements continue to hold significance, the contemporary jewellery buyer operates in a far more informed and evaluative environment.
Aspiration still begins with emotion, but confidence is no longer assumed. It is built through validation across design, pricing logic, content, social cues, and timing.
As fine jewellery increasingly intersects with digital influence and structured decision making, the industry finds itself at a pivotal point where strategy and systems now play a decisive role in shaping consumer commitment.
It is within this evolving landscape that Ashish C Sharma, Chief Strategy Officer at Kumari Fine Jewellery brings a perspective grounded in strategic clarity and digital transformation.
A strategy and digital transformation leader, Ashish C Sharma has built his career at the intersection of business strategy, digital decision systems, and governance.
His experience spans the creation of omnichannel ecosystems and consumer centric growth models across lifestyle and high consideration categories, where trust, intent, and readiness must be carefully nurtured over time.
As an Independent Director, his approach reflects a strong emphasis on structured decision making, long term value creation, and responsible leadership in complex consumer driven environments.
Recognised as the Most Admired e-Commerce Professional in the APAC region by CMO Asia, Ashish Sharma’s perspective reflects a broader industry shift, where fine jewellery is no longer guided by emotion alone, but by the intelligent alignment of sentiment, systems, and strategy. Let’s read on.
Traditional lifestyle busi- nesses often benefit from deeply rooted offline
strengths. In your experience, what are the most significant challenges they encounter when making the shift toward digitally led operating models?
Today, the primary challenge lies in fragmented decision making. Traditional offline businesses rely heavily on intuition, experience, and personal relationships, while digital environments often operate in disconnected silos such as content, commerce, CRM, and physical stores.
This lack of continuity disrupts the customer journey and erodes trust. It is important that meaningful transformation occurs when digital systems complement offline judgment, thus, enabling a unified view of customer intent and supporting consistent, informed decisions across every channel.
You often frame digital as a decision making layer rather than merely a channel. How does this perspective translate within jewellery and lifestyle businesses?
In jewellery industry, digital functions most effectively as an intent to product mapping layer. Behavioural signals such as repeat views, comparisons, dwell time, and price sensitivity reveal where a customer sits within the decision journey.
When these insights inform assortment strategy, pricing logic, communication, and in store engagement, decision making becomes far more precise. This repositions digital from merely driving sales to enabling confident choices, an essential shift in high consideration categories.
Personalization is a frequent topic in today’s conversations. How can leaders in the jewellery space pursue personalization thoughtfully, without allowing over auto-mation to dilute judgment or experience?
Personalization in jewellery should be AI assisted yet firmly context led, rather than driven by volume or scale. The role of AI is to interpret complex behavioural signals and align customers with the most relevant products, price ranges, and design clusters without creating fatigue.
When thoughtfully designed, AI driven recommendation systems function as decision support tools, not aggressive selling mechanisms. I believe, effective personalization honours emotional readiness and timing, where restraint builds clarity, confidence, and trust.
Today, the primary challenge lies in fragmented decision making. Traditional offline businesses rely heavily on intuition, experience, and personal relationships, while digital environments often operate in disconnected silos such as content, commerce, CRM, and physical stores.
This lack of continuity disrupts the customer journey and erodes trust. It is important that meaningful transformation occurs when digital systems complement offline judgment, thus, enabling a unified view of customer intent and supporting consistent, informed decisions across every channel.
My focus is on creating resilient, consumer centric business eco -systems where digital intelligence and AI amplify human judgment rather than substitute it
You often frame digital as a decision making layer rather than merely a channel. How does this perspective translate within jewellery and lifestyle businesses?
In jewellery industry, digital functions most effectively as an intent to product mapping layer. Behavioural signals such as repeat views, comparisons, dwell time, and price sensitivity reveal where a customer sits within the decision journey.
When these insights inform assortment strategy, pricing logic, communication, and in store engagement, decision making becomes far more precise. This repositions digital from merely driving sales to enabling confident choices, an essential shift in high consideration categories.
Personalization is a frequent topic in today’s conversations. How can leaders in the jewellery space pursue personalization thoughtfully, without allowing over auto-mation to dilute judgment or experience?
Personalization in jewellery should be AI assisted yet firmly context led, rather than driven by volume or scale. The role of AI is to interpret complex behavioural signals and align customers with the most relevant products, price ranges, and design clusters without creating fatigue.
When thoughtfully designed, AI driven recommendation systems function as decision support tools, not aggressive selling mechanisms. I believe, effective personalization honours emotional readiness and timing, where restraint builds clarity, confidence, and trust.
What defines a truly effective omnichannel ecosystem within jewellery and lifestyle retail today?
A truly effective omnichannel ecosystem is anchored in shared customer and product intelligence rather than mere channel presence.
When digital insights meaningfully inform in store conversations, and store level feedback sharpens digital journeys, the experience achieves continuity.
AI and data systems should act as decision memory, ensuring each interaction builds on what came before. In jewellery, where purchase journeys often evolve over time, this continuity becomes a powerful competitive differentiator.
How would you describe your leadership approach, and what principles guide your decision making as a strategy leader?
My leadership approach centres on building decision systems rather than managing outcomes directly.
I focus on creating frameworks that empower teams to make informed, independent choices while staying aligned with strategic intent.
By integrating consumer signals, business priorities, and operational realities, strategy moves seamlessly into daily execution. Data provides direction, but human judgment ultimately shapes outcomes.
As you look ahead, what future direction are you focused on, and what guidance would you offer to aspiring leaders?
My focus is on creating resilient, consumer centric business ecosystems where digital intelligence and AI amplify human judgment rather than substitute it. For aspiring leaders, the essential lesson is to grasp systems, not just individual functions.
True leadership is tested in moments of ambiguity, and lasting credibility is earned through consistent, thoughtful decision making over time.
Ashish C Sharma Chief Strategy Officer Kumari Fine Jewellery
Focused on building resilient, consumer centric business ecosystems where digital intelligence and AI enhance human judgment, Ashish C Sharma combines strategic insight with practical leadership, guiding teams through complexity and fostering consistent, informed decision making across high consideration categories.
A truly effective omnichannel ecosystem is anchored in shared customer and product intelligence rather than mere channel presence.
When digital insights meaningfully inform in store conversations, and store level feedback sharpens digital journeys, the experience achieves continuity.
AI and data systems should act as decision memory, ensuring each interaction builds on what came before. In jewellery, where purchase journeys often evolve over time, this continuity becomes a powerful competitive differentiator.
How would you describe your leadership approach, and what principles guide your decision making as a strategy leader?
My leadership approach centres on building decision systems rather than managing outcomes directly.
I focus on creating frameworks that empower teams to make informed, independent choices while staying aligned with strategic intent.
By integrating consumer signals, business priorities, and operational realities, strategy moves seamlessly into daily execution. Data provides direction, but human judgment ultimately shapes outcomes.
As you look ahead, what future direction are you focused on, and what guidance would you offer to aspiring leaders?
My focus is on creating resilient, consumer centric business ecosystems where digital intelligence and AI amplify human judgment rather than substitute it. For aspiring leaders, the essential lesson is to grasp systems, not just individual functions.
True leadership is tested in moments of ambiguity, and lasting credibility is earned through consistent, thoughtful decision making over time.
Ashish C Sharma Chief Strategy Officer Kumari Fine Jewellery
Focused on building resilient, consumer centric business ecosystems where digital intelligence and AI enhance human judgment, Ashish C Sharma combines strategic insight with practical leadership, guiding teams through complexity and fostering consistent, informed decision making across high consideration categories.