Diamonds – Locked up Behind Brick and Mortar?
Can you find the perfect diamond online?
E-tail may be the wave of the future, but it seems that the majority of grooms-to-be prefer to visit brick and mortar stores when selecting diamond engagement rings for their beloved. According to a survey by TheKnot.com and WeddingChannel.com reported on Internet Retailer, only 9% of US grooms bought diamond engagement rings online, preferring the conduct the purchase in person. What kind of store attracted diamond shoppers? Almost all of them, it seems. Luxury jewelers sold 4% of the diamond rings bought over the past year, while local jewelry and diamond wholesalers and department stores accounted for 4% and 3% of engagement ring purchases, respectively.
Most US grooms bought engagement rings in person
Other seekers of the perfect diamond visited big-box stores – yes, you can find diamond jewelry at Costco and Walmart – and eco-conscious brides who appreciate vintage diamond pieces will be happy to learn that antique shops, pawn shops, and estate sales were also shopping destinations. But this doesn’t mean that e-commerce isn’t wide open for diamond companies. The Seattle-based Blue Nile, which specializes in online diamond retail sales and has been commended for its “Digital IQ,” recently sold a diamond engagement ring worth $300,000 to a customer who was apparently on the go – the purchaser bought the ring through the company’s iPhone app.
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