AI visibility for jewellery brands is how often AI assistants name your brand when a shopper asks where to buy gold, diamond, silver or fashion jewellery. Depra AI tracks it on ChatGPT, Gemini, Perplexity and Google AI Overviews, the AI summaries above some Google results. Your buyers' questions, from bridal sets to silver anklets, are asked from inside India or any of 40 markets, and every full answer is kept.
This page is part of Depra AI for consumer brands; see also Depra AI for fashion brands and Depra AI for lifestyle brands.
How do jewellery buyers find brands in AI answers?
A jewellery shopper names the piece, the metal or stone, a budget and often an occasion. The answer is a short list of jewellers or stores, usually with cited sites, which can change between engines, languages and repeat runs.
Jewellery questions also carry trust checks. BIS, the Bureau of Indian Standards, says that since 1 July 2021 a gold hallmark has three marks: the BIS logo, the purity (such as 22K916) and a six-digit alphanumeric HUID, or Hallmark Unique Identification number. Buyers can verify a HUID in the BIS Care app (BIS hallmarking FAQ, checked 8 Oct 2026).
The World Gold Council says India's jewellery demand rose 14% on the quarter to 75 tonnes in April to June 2026, supported by Akshaya Tritiya and wedding buying. It was 15% lower than a year earlier. It reports a shift to lighter-weight, lower-carat and studded jewellery (pieces set with stones) and more exchange-led purchases (World Gold Council, checked 8 Oct 2026). So track questions about 18 or 22 karat, light chains within a budget and the exchange value of old gold.
Depra AI's study of 480 AI shopping answers from ChatGPT, Gemini and Perplexity in India, collected on 14 August 2026, counted 4,640 citations: youtube.com drew 534, reddit.com 191, nykaa.com 176 and magicpin.in 133. It covered skincare and fashion, not jewellery, so check your own category's sources.
How does Depra AI measure AI visibility for jewellery brands?
It reads every answer to your tracked questions on four engines: ChatGPT, Gemini and Google AI Overviews daily, Perplexity weekly.
- Brand mentions: how often gold chain answers name you (visibility), how high (position), in what tone (sentiment), and your share of all brand mentions (share of voice) against rival jewellers.
- Product prompts: a question about one product, such as "18 karat gold hoops under ₹25,000", recording whether each answer names it, a rival's product or neither, on all four engines.
- Products ChatGPT shows: for solitaire ring questions, jewellers ranked by their share of ChatGPT's product-card answers, and the stores selling them. ChatGPT only; every plan.
- Sources and gaps: every cited site labelled by type, marketplaces included, and sites citing rivals but not you, such as a bridal jewellery list (Growth and above).
- Search queries: the web searches ChatGPT ran behind an answer, such as one about making charges.
- Perception and facts: qualities answers tie to each brand, such as "lightweight", and claims that back or contradict your facts, such as your exchange policy, over 28 days.
- Changes and actions: what moved between the last two scan days, and ranked actions: pages to publish, sites to get cited on and checks on your own site.
- Languages and markets: English and Hinglish (Hindi and English typed in English letters), plus the Gulf or the UK if you sell there: up to 10 of 40 markets per project.
Product cards in India
OpenAI says shopping in ChatGPT is live for users in the US today and will expand to more regions (OpenAI merchants page, checked 7 Oct 2026). If you track questions for India, your Shopping report may show few or no products until ChatGPT shows products there. Mentions, sources and product prompts do not depend on product cards.
How do I set up Depra AI for a jewellery brand?
Depra AI is self-serve software: you run setup yourself, and the Depra AI quickstart has each step.
- 1. Sign up with your store's own website. With no card added, a first free scan checks ChatGPT, Gemini and Perplexity.
- 2. Correct your brand profile. Check that it names your metals, stones and price band, and whether you sell laboratory-grown diamonds.
- 3. Name your markets and rival jewellers. India plus countries you ship to, and up to 3, 5, 8 or 12 rivals by plan, ideally at your price point.
- 4. Tick your questions. Depra AI suggests up to 5 topics of 8 questions, none naming your brand. Keep those for your lines, such as bridal or silver.
- 5. Start the 3-day trial on Starter, Growth or Scale. It needs a card or UPI AutoPay, and the first charge runs on day 4 unless you cancel.
How does Depra AI read my jewellery store and my data?
DepraBot, Depra AI's web reader, reads your public product list so Depra AI knows which rings, chains and earrings are yours. It does not sign in, and Depra AI never changes your store.
A Shopify store is read through the Storefront API without an access token; other stores through the WooCommerce Store API or their sitemaps.
It reads only your site, its subdomains and your myshopify.com address, and obeys robots.txt, the file that tells bots what they may read. If robots.txt blocks DepraBot, upload your product list as a file. Scans run at setup, weekly and when you press Fetch.
Answers are asked from inside each market and stored in full. See About DepraBot and the store catalogue docs.
A Depra AI app for Shopify is coming to the Shopify App Store. When it is listed, it will read your products, collections and store pages. Until then, setup needs no Shopify app and no access token.
How do I connect Depra AI to Claude and other AI apps?
Create a token, add the Depra AI MCP server to your app and test it. MCP (Model Context Protocol) lets an AI app such as Claude read your stored data, so you can ask about your bridal topic in plain English.
- 1. Open API Keys, in the Depra AI app's sidebar under Company.
- 2. Make a personal access token by pressing Create token.
- 3. Choose your app's tab: Claude Code, Cursor, VS Code, Claude Desktop, Codex or Other.
- 4. Add the server and the token as that tab shows. Claude Desktop also needs Node.js 18 or later.
- 5. Restart only where the tab asks, for example quit and reopen Claude Desktop.
- 6. Test it. Ask: "List my Depra AI projects."
What the connection can read
The server reads stored data only: it cannot change a project, start a scan or edit your site. A token can read only the projects its creator can access, so keep it secret. claude.ai on the web and ChatGPT cannot connect yet. MCP setup has the exact files; the MCP overview and MCP tools reference cover the rest.
Which buyer prompts should a jewellery brand track first?
Start with the questions that decide a jewellery purchase: purity, price build-up, occasion, stone and after-sale terms. The 12 below are examples, not data, and none names a brand, since branded questions are left out of scores by default.
Each question uses one prompt slot per language and market (Starter has 16, Growth 70). Tag festival prompts, such as Dhanteras, to filter them; prompts and topics explains slots and tags.
| Prompt | What it shows you | Type |
|---|---|---|
| Lightweight gold earrings for daily wear under ₹25,000 | Which brands are named when a buyer pairs a light piece with a budget | Category, price band |
| 18 karat or 22 karat gold for bangles I will wear every day? | Which brands answers use as examples when a buyer weighs purity against wear | Comparison |
| Which jewellers show making charges separately on gold chains? | Whether answers name you for clear pricing, and which pages they cite for it | Problem, pricing |
| Where can I exchange old gold jewellery for new designs at a fair value? | Whether your exchange or buyback terms reach the answer | Exchange |
| How do I check the HUID on gold jewellery I buy online? | Whether answers cite your hallmark page or someone else's guide | Trust, how-to |
| Best place to buy a gold chain on Akshaya Tritiya | Whether festival questions name you, and how that changes as the date nears | Occasion |
| Hallmarked gold jewellery gifts under ₹50,000 for Dhanteras | Which brands are named for a festival gift inside a price band | Occasion, price band |
| Lab-grown or natural diamond for an engagement ring under ₹1,00,000? | Which brands are named on each side of the comparison, and in what words | Comparison, price band |
| Diamond stud earrings with a grading report under ₹40,000 | Whether one hero product is named, and on ChatGPT which products appear | Product, price band |
| Bridal jewellery set for a South Indian wedding | Whether wedding questions name your bridal range, and which sources they cite | Occasion, regional |
| 925 sterling silver anklets that do not tarnish quickly | Whether answers name your silver range for a care problem buyers raise | Product, problem |
| Hypoallergenic fashion earrings for sensitive ears under ₹1,000 | Whether fashion jewellery answers repeat the claims on your listings | Fashion jewellery, price band |
Which SEO, AEO and GEO audit prompts can I ask Claude with Depra AI data?
Once connected, ask Claude these questions about your jewellery data. The third column names the read-only tools each calls; MCP recipes has more.
GEO (generative engine optimization) rows check presence and share in AI answers. AEO (answer engine optimization) rows check what answers say about you and what your pages should answer. SEO rows check the pages and domains AI cites. For robots.txt, use the app's AI crawler checker; no MCP tool covers it.
| Prompt | What it checks | Depra AI MCP tools it uses |
|---|---|---|
| For our bridal topic, show each engine's visibility, share of voice and position for us and each rival jeweller over 30 days. | GEO: bridal presence, share and rank by engine | list_projects, list_topics, get_brand_report |
| Show our visibility on Dhanteras-tagged prompts week by week for 90 days. | GEO: the trend around a festival | list_tags, get_brand_report |
| In engagement ring answers naming us and our closest rival, who comes first, and how often? Open the two newest. | GEO: who leads when one rival shares the answer | list_brands, get_brand_insights, get_head_to_head_chats, get_chat |
| For our solitaire prompts, whose pieces did ChatGPT show as product cards, at what average position, and from which stores? | GEO: solitaire product cards and their stores | get_shopping_summary, list_chats |
| Which of our facts, such as old-gold exchange terms or bridal set karat, did answers contradict in the last 28 days? Quote two on exchange. | AEO: wrong claims about your purity and exchange terms | list_facts, list_chats, get_chat |
| What qualities do answers tie to us and rival jewellers? In our laboratory-grown diamond topic, how positive is our tone? | AEO: perception, and tone in one topic | get_brand_perception, get_sentiment_report |
| Which web searches did ChatGPT run behind our making-charges and gold-purity prompts? Group them into questions our pricing page should answer. | AEO: price and purity questions your pages should answer | list_search_queries, list_prompts |
| Which actions are open for our silver topic? Show the evidence, steps and brief for the top one. | AEO: the next silver page to publish or site to pitch | list_actions, get_action |
| Which sites do gold chain answers lean on? List the top cited domains and pages, marking marketplace listings, publisher guides and videos. | SEO: cited sources by site and page type | get_domain_report, get_url_report |
| Which pages are cited in bridal set answers that name a rival but not us? Skip low-confidence rows and summarise the top page. | SEO: page-level gaps against rival jewellers | get_source_gaps, get_url_content |
What can a jewellery brand do to get recommended by AI?
Make purity, grading and price terms easy to read, then be present where jewellery answers look. No step here promises a mention.
Put hallmark details on every gold product page
BIS says each HUID is unique for each hallmarked item and is traceable (BIS hallmarking FAQ, checked 8 Oct 2026). State each piece's karat and fineness, such as 22K916, as text, explain the HUID and how to verify it, and add your hallmarking as a Depra AI fact.
Describe laboratory-grown diamonds in full words
BIS's summary of IS 19469:2025, its standard on consumer confidence in the diamond industry, says "diamond" alone may refer only to a natural diamond. A laboratory-grown or treated diamond must be disclosed clearly, in accurate and unambiguous terms. The standard prohibits terms such as "lab diamond", "fake diamond", or "natural" for laboratory-grown products (BIS, checked 8 Oct 2026).
Use "laboratory-grown diamond" in titles and listings, and track the shorter forms shoppers type as prompts.
Publish each diamond's grading details as text
GIA, the Gemological Institute of America, describes the 4Cs (colour, clarity, cut and carat weight) as the industry standard for evaluating diamond quality (GIA, checked 8 Oct 2026). Write the grading lab, report number and 4Cs as text, not only in a certificate image: DepraBot reads page text and never images.
Spell out making charges, buyback and exchange terms
The World Gold Council's India report for April to June 2026 says retailers reported a 10% to 20% rise in exchange volumes (World Gold Council, checked 8 Oct 2026). Put your exchange and buyback terms, and how a price builds from metal value, making charge and taxes, on one plain page, and add them as Depra AI facts.
Prepare festival and wedding pages before the season
Before Dhanteras in 2024, BIS promoted hallmarked gold and silver jewellery and the BIS CARE app (All India Radio News, checked 8 Oct 2026). Publish gift and bridal guides by budget weeks before each season, and compare festival prompts week by week.
Complete your listings and back fashion jewellery claims
Flipkart's jewellery store lists precious, silver and artificial jewellery (Flipkart, checked 8 Oct 2026). If the gap list shows a marketplace cited in earring answers that name a rival but not you, create or claim your listing so the page exists for an engine to find and cite.
Treat "anti-tarnish" or "hypoallergenic" as factual claims. The ASCI Code, from the Advertising Standards Council of India, says claims about matters of objectively ascertainable fact should be capable of substantiation (ASCI Code, checked 8 Oct 2026).
What does Depra AI not do for jewellery brands?
It reports what AI answers say. Your store, prices and certificates stay with you.
- No marketplace or price data: no rankings inside any marketplace search, and no sales, prices, gold rates, stock, ads or reviews.
- Product cards from ChatGPT only: the other three engines are tracked for brand mentions and sources.
- No copywriting or store edits: it does not write a collection page, edit your site or change your store.
- No hallmark or certificate checks: it does not verify HUIDs or grading reports, or check claims against BIS standards or the ASCI Code.
- Country level only: "bridal jewellery shops in Chennai" is asked from India as a whole, and Hindi-script questions are not tracked.
- No guarantees: a before-and-after view of a new hallmark page is not proof of cause, and no result is promised.