Digital Jewelry Research Paper

“In the end, the factors that make jewelry an intimidating purchase for many consumers—it’s an expensive, complicated, infrequently purchased, “blind” item with security implications—also make it not easy to buy online.” “But most jewellery is visual, as well as non-branded and unique, and most shoppers still want to see and try it on before they buy. Plus, there is the education element. Shoppers don’t buy jewelry regularly and typically need assistance.” (Bates) Getting consumers to purchase jewelry online is not easy since nowadays a majority of jewelry brands try to avoid entering into the world of the digital sales.

Companies have taken different approaches in trying to fight these common setbacks. Clicks-to-bricks is a popular option,

Given that “digital is not part of the luxury DNA,” Barbieri cited the need to hire from other industries, and to train extensively” (Socha). This article is devoted to the pace at which luxury brands react to the consumer’s changing tastes. The online experience needs to be unique, to give customer emotions that would thrill him and to provide him with unforgettable experience that would push him return to that brand over and over

On the one hand, it is a new way to attract young audience, emotional shoppers, to expand the boundaries but still some jewelry and fine watch brands are so conservative that it will not work for them. As stated in the article (Socha), e-platform “is not part of the luxury DNA” but it can be incorporated in the brand’s strategy in order not to lose intimacy in the era of digital transparency. On the other hand, digital is a way to maintain the already established relationships with the clients who came to online because of the offline. It is important to have a synergetic client management in order to provide customers with coherent and consistent