The two organizations will host a joint event, “Converge,” in September 2025.
The need for greater mobility
We’ve published a few columns and articles this year on the growing importance of mobile commerce, also known as “m-commerce,” in today’s marketplace.
For those that saw that resolution die alongside plans to go to the gym more and spend less, Marciw followed up with a similar column in April in which he cited a number of statistics on the growing usage of smartphones and tablet consumers. While statistics vary from source to source, it is fairly widely agreed that smartphone ownership in the United States has surpassed 50 percent at this point and will continue to climb.
Now there’s yet another indication for jewelers that the time is now to invest in mobile, this one in the form of news from Blue Nile, a continued thorn in the side of engagement ring-selling independents everywhere.
While announcing its first-quarter financial results last week, Blue Nile CEO Harvey Kanter revealed that some 40 percent of site traffic now comes from mobile devices, up from 34 percent in the fourth quarter.
He also admitted that the e-tailer does not do as well as it could in converting these tablet and phone browsers into buyers. But they are working on it. “While it currently is a challenge to convert mobile users at the same rate as those coming to us from a PC, we consider this a great opportunity,” Kanter said during the call.
In the second quarter, Blue Nile will be keying in on improving the mobile experience on its site. One of the changes mentioned specifically by Kanter is the use of “touch-base navigation,” to “bring the brilliance of products closer to customers.”
Blue Nile didn’t respond to my request to elaborate on this statement but when I asked Marciw what this meant, he emailed a long response that he, quite impressively, typed out on his smartphone.
Touch-base navigation basically refers to the fact that when creating a mobile version of a website, designers need to keep in mind that users surfing the site are doing so from touch-screen devices. This, Marciw says, includes a number of considerations, from the placement of search buttons so it’s located near the user’s thumb to the gratuitous use of photos so there’s touch points all over the screen.
He adds that at Fruchtman Marketing, they now are developing one
Personally, I have shopped from my phone before; I have literally laid in bed with my phone on a Saturday morning and ordered shoes online. (I ordered another pair online this weekend but managed to make it to my desk and use my laptop computer to do so.) I would probably do even more shopping on a tablet computer if owned one but I haven’t yet made that purchase for a myriad of reasons, among them being my aforementioned penchant for shoe shopping.
I am not saying here that every jeweler has to sell online--this column is not about e-commerce. I believe that is up to each individual retailer to decide based on their customer base, its demographics and demands. But retailers need to be accessible online and, these days, that includes having a website that loads properly on all the devices that people use.
The Latest
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show