Jewelry goes digital
michelle.graff@nationaljeweler.com
As the Internet Age presses in on us, every industry is striving to make the most of it, whether it be creating blogs such as this one, posting interactive articles on news sites, advertising on the Web or, perhaps most importantly, selling online.
Can fine jewelry successfully sell on the Internet? Can people buy it without examining it on velvet pillows or admiring it as they try it on?
E-commerce changes the whole dynamics of buying jewelry, but it looks like that is its future. Knight & Hammer Private Jewelers, a leader in the luxury market, recently announced the launch of its new Web site, following on the heels of mega-jewelers Tiffany & Co. and Patek Philippe.
Well-known luxury jewelers are in a prime place to sell their wares online. They have solid reputations and consumers don't have to try on their products to make sure they're the right size—something like a watch can always be adjusted after it is purchased.
Jewelry retailers that don't jump on the e-commerce bandwagon are going to find themselves in the dust. Selling jewelry online also helps attract customers—not to mention brand recognition—around the world. We're a global market now, and we need to embrace it!
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