By Michelle Graff

Many retail jewelers view e-commerce sites—and online auction sites in particular—with a skeptical eye.

But some are discovering how to use these sites to their advantage. For example, Maryland-based Mervis Diamond Importers recently announced a partnership with auction site to sell older diamond jewelry. They will offer "last season's" diamond earrings, pendants and necklaces for a deal.

Company owner Ronnie Mervis said the move allows his three-store business to reach a new, national audience.

In theory, these sorts of partnerships are a win-win for retailers and the sites they choose. The jeweler has a new and easy way to cash in on the e-commerce trend; the sites get more credibility by associating with brick-and-mortar sellers who have a good reputation.

The challenge for jewelers is in balancing traditional sales with new information-age ways. Can an independent retailer successfully negotiate the new channels without undermining the old ones? The answer could be a matter of survival.

TAGS:   Technology
Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.