WEB EXCLUSIVE --- Direct, To The Point | Articles | JQ - International Trends in Fine Jewelry

To many in the fine jewelry industry, sites like Blue Nile and eBay
turned e-commerce into a four-letter word.
As consumers’ buying habits have evolved with technology, however,
even the most traditional brick-and-mortar retailers
and generations-old design houses are embracing online—
like it or not.

“If [a fine jewelry company] is not making their website the brand central for all of their fans and all of their wannabe fans, by next year they're going to be out business for sure,” says Marty Hurwitz, CEO of MVI Marketing, Ltd. Hurwitz asserts that it’s more important than ever for companies to really connect with consumers online. “Your brand loyalists are your advocates,” he explains. “It's like having 3,000 sales people.”

Elias Vayas, lead designer of EV Jewelry Design (products seen at right), initially built his business by creating one-of-a-kind pieces, mainly by means of referral. In order to market himself beyond that circle, Vayas created a direct-to-consumer website in early 2009. Today, even though many of his pieces have a five-digit price tag, the designer enjoys consistent business online. “I constantly get linked to all kinds of marketing and business opportunities, especially lately. Since we really started pursuing the internet role, we have noticed a substantial increase,” reveals Vayas. “The internet is the way to go, 100%.”

DANNIJO (products seen at right) designers (and sisters) Danielle and Jodie Snyder embrace that philosophy as well. Even before they launched, the duo planned on having a web presence for their collections. Not long after opening their business in 2008, they set up shop online. Since then, business has steadily grown—thanks to shoppers who happen to come across the brand online through other channels. Danielle on is a contributing editor for TheDailyBeast.com, writes the “Pulse” blog on Dannijo.com, and established a Facebook page as a “partner site” for her philanthropic endeavor, L.W.A.L.A., which provides grassroots support to African youth.
Throughout it all, however, the brand has maintained its presence in Bergdorff Goodman, Henri Bendel, Neiman Marcus, and independent retailers across the country. Danielle Snyder says the keys to success combining storefront and online are: to “maintain brand consistency through product value and merchandising” across all channels and, more importantly, “refrain from undercutting retailer’s prices through the website.” Other web savvy designers are also challenging the belief that online storefronts detract from their retail partners. “I think the online builds an awareness that helps to support our partners in business,” designer Mimi So (products seen at right) explains having launched her high-end collections on the web earlier this year. “I think it's one of the ways; I don't think it's the only way.” In her opinion, though, a jewelry purchase is still a tactile experience. “I don't think it will replace going into a store.” JQ

“Years ago you'd have to spend millions on consumer advertising and now you can do it on the internet. It's the ultimate marketing communications leveler. Anybody can compete.” ~ Marty Hurwitz, CEO, MVI Marketing, Ltd.