| Diamond shoppers today have more choices
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| | The shopper pays for the diamond in
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| than ever on where to buy their diamond
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| | advance and then the wholesaler or the
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| engagement ring, diamond earrings and
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| | retailer ships the diamond to the
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| other diamond jewelry items. However,
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| | consumer.
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| with greater selections come bigger
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| | The online jewelry retailers offer the
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| potential risks and rewards. You need to
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| | advantage of much greater selection than
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| do your homework and understand how to
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| | you can find in a jewelry store and the
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| select the best company for your diamond
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| | ability to ship the items all over the
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| purchase.
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| | country, which provides greater options
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| The retail diamond market is comprised of
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| | for shoppers in small towns and rural
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| three broad categories of diamond
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| | areas. Due to low overhead costs, online
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| sources; jewelry stores, ecommerce
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| | jewelers can provide lower prices than
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| diamond companies and diamond brokers.
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| | most jewelry stores. The disadvantage of
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| Jewelry Stores
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| | the online jeweler is that there are few
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| Until recent years, jewelry stores were
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| | safeguards in place to keep the consumer
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| the only option for most diamond
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| | from making a mistake. Picking the least
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| shoppers. This was especially true for
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| | expensive diamond from a list of options
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| smaller towns and rural areas. These
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| | often means there is something less
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| stores had a monopoly, much like Ma Bell
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| | desirable about the diamond. Without an
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| with the phone systems during most of the
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| | expert adviser to help, the consumer is
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| 20th century. Jewelry stores were the
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| | mostly on their own to make their
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| only game in town and could set their
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| | selection.
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| prices at whatever markup they wanted.
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| | Diamond Brokers
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| Jewelry stores depend on impulse buying
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| | There is a third type of diamond
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| so they focus on having a selection to
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| | retailer, the diamond broker, that
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| pick from, name recognition through
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| | differs from the jewelry store or
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| extensive advertising, and being
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| | e-commerce retailer. Like most
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| convenient so shoppers can walk in and
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| | e-commerce retailers, brokers do not own
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| make a purchase with no education or
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| | inventory and have low overhead, but they
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| knowledge of the product. If it looks
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| | differ in that they work as diamond
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| nice to an impulse buyer, they will pull
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| | consultants for the shopper to find the
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| out the credit card and have it
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| | best diamonds meeting the consumer's
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| gift-wrapped. To attract the impulse
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| | requirements.
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| buyer, jewelers built elaborate stores
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| | To attract new clients, diamond brokers
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| with polished marble floors, expensive
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| | rely on word of mouth advertising. They
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| display cases, and lighting that makes
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| | typically have a website focused on
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| everything in the store sparkle.
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| | online education and shopping advice
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| To pay for the stores, the decorations
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| | instead of a list of inventory and the
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| and all the expensive advertising,
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| | online shopping cart. Diamond brokers
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| jewelry stores must maintain high markups
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| | work with their client to find the best
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| on the items they sell. The more
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| | diamond on the wholesale market and
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| expensive stores have bigger inventory,
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| | present it to the client in the broker's
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| higher rent and more advertising, which
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| | office or ship the diamond to the client
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| dictates the higher markup necessary to
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| | to examine before they purchase. The
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| pay for all that overhead.
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| | result of the lower overhead and personal
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| E-Commerce Diamond Retailers
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| | consultant service is that clients
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| The online shopping cart of hundreds of
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| | usually get a better diamond at a lower
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| jewelry retailers has been one of the big
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| | price than with jewelry stores or online
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| growth areas for e-commerce. Shoppers
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| | retailers.
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| can shop from the convenience of their
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| | To determine which company is going to be
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| home or work computer, look at the
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| | the best supplier for your diamonds, know
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| pictures of thousands of jewelry items
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| | what retailer characteristics are most
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| online and place their order without ever
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| | important to you then ask many questions.
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| talking to a human. E-commerce diamond
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| | Be sure the company you select is going
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| retailers provide a list of diamonds
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| | to be able to provide the personalized
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| owned by groups of wholesalers and let
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| | service, expert advice, high quality
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| the shopper pick the diamond they want
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| | diamonds and low prices you deserve.
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| based on the specifications in the list.
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