To beat the ongoing slowdown in the jewellery sector, online retailers are slashing prices to attract customers and keep their business afloat during the current lean season. Adish Shah, co-founder Jewelemart.com, which caters to both B2B (business to business) and B2C (business to consumer) segments, offers precious metals ornaments at as low as a price as Rs 999. Thus, a pendent made of 9 carat gold of 50-60 milligrams and a small H (highest quality) diamond of very small size at Rs 999. Shah says diamond pendent was never available at such a low price and hence, a diamond ornaments remained away from mass consumers.