Jan van Dierman, Senior Vice President – Luxury, Catawiki, speaks to Solitaire International about the platform’s auction-led model, the growing presence of Indian sellers, and how the recent MoU with GJEPC is expected to create structured pathways into the European consumer market. He also explained how the model works, what European consumers are buying, and what Indian sellers need to succeed.
Catawiki has steadily emerged as a distinctive digital marketplace in Europe, carving out a niche through expert curation and an auction-based sales format. For Indian gem and jewellery businesses looking beyond traditional wholesale routes, the platform is positioning itself as a direct-to-consumer gateway backed by trust, transparency and speed. At IIJS Bharat Signature 2026, Catawiki formalised its collaboration with GJEPC, signalling deeper engagement with India as a sourcing and selling hub.
Tell us about Catawiki and the core idea behind the platform.
Catawiki is a curated European online marketplace where businesses sell directly to consumers. We operate on a business-to-consumer model and differentiate ourselves through two pillars: expert curation and auctions. Every item that appears on our platform is reviewed by one of our in-house experts before it goes live. This creates trust on the buyer side and ensures that sellers are not competing purely on price or volume. The auction format then allows demand to determine value, rather than constant negotiations or discounting.
How important is expert curation when it comes to jewellery?
It is absolutely central. Jewellery is a category where trust matters enormously, especially in an online environment. We work exclusively with certified jewellery and rely on globally recognised laboratories such as GIA, IGI and HRD. Our experts review the certification, quality parameters and overall presentation of each piece. While the process is fully digital, sellers are required to submit detailed images and documentation. If the experts need additional clarity, they ask for it before approving the listing. This process reassures buyers and elevates how a piece is perceived.
Could you walk us through how the auction model works for a seller?
Once a piece is approved, it is placed into an auction that typically runs between three and ten days. Our experts provide a European retail estimate, which acts as guidance for buyers. Sellers can also set a reserve price, which is the minimum amount they are willing to accept. If bidding reaches that level, the item sells, and if it goes beyond, the seller benefits from competitive demand. From listing to completion, most transactions are finalised within 10 to 20 days, which is relatively fast for jewellery.
Catawiki signed an MoU with GJEPC at IIJS Bharat Signature. What does this partnership aim to achieve?
India is one of the most important source markets globally for diamonds and jewellery, and we recognised that early on. Over the past year, we have been working closely with GJEPC to identify Indian sellers who are capable of meeting European consumer expectations.
The MoU formalises this collaboration. On one hand, it allows us to support GJEPC members through incentives and guidance when they sell on Catawiki. On the other, GJEPC supports us in navigating challenges around regulation, compliance, shipping and e-commerce from India to Europe. The shared objective is to make this a scalable and sustainable channel for Indian sellers.
How has the response been from Indian exporters so far?
The response has been very encouraging. This is our second year participating at IIJS, and the interest has been stronger than we anticipated. Finding sellers in India is not difficult, but our focus is very clearly on quality. We look for partners who understand online selling, presentation standards and fulfilment discipline. We have already identified several Indian sellers who are well aligned with our model and are thinking long term rather than opportunistically.
Who are Catawiki’s buyers, and what kind of reach does the platform have?
Our buyer base is predominantly European and runs into the millions. Around 80% of our buyers are repeat customers, which tells us that trust and satisfaction levels are high. We attract over 10 million unique visitors to the platform every month through strong digital marketing and organic engagement. While Europe is our core market, we also see buyer activity from countries such as Israel, Turkey, Japan and India.
What jewellery categories and price points perform best?
Our strongest jewellery sales are typically in the €500 to €3,000 range, which we consider our sweet spot. Diamond jewellery performs consistently well, and we are also seeing growing interest in emerald and coloured gemstone jewellery.
European consumers generally favour 14- and 18-karat gold. Preferences vary by region. For instance, Italian buyers tend to opt for yellow gold, while other markets may lean towards white or rose gold.
How does fulfilment and payment work once a piece is sold?
Once the buyer has paid, the seller receives a notification and is required to ship the item within three days. We hold the buyer’s payment until the item is delivered and confirmed to match the listing and certification. After confirmation, the funds are released to the seller. Buyers are responsible for shipping costs, VAT, and applicable duties. This structure protects both sides and maintains transparency throughout the transaction.
How many Indian sellers are currently active on Catawiki?
We are currently working with close to 100 Indian sellers, and that number is growing steadily. We also curate special auctions that highlight Indian sellers, giving them additional visibility with European consumers and allowing buyers to discover jewellery straight from the source.
Finally, what advice would you give Indian jewellers looking to succeed on the platform?
Understanding the European consumer is crucial. Design sensibilities, gold purity preferences, and pricing expectations differ from the Indian market. Sellers who invest in strong presentation, certification and reliable fulfilment tend to perform best. At the same time, we encourage sellers to retain their individual strengths and craftsmanship. When quality, trust and consistency come together, the results can be very strong.