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Barbara Radus of Jewels by Joseph in Newport Beach, Calif., says she doesn't like the idea of online jewelry sample sales, unless they offer strictly out-of-date merchandise. Given the jewelry industry's competitiveness, coupled with the rising price of precious metals and her store's own geography -- Newport Beach, Calif. -- Radus says retailers such as herself have no choice but to carry the brand names that have exclusive appeal, and she's angered at the thought of designers offering discounts. "I'd get really peeved if I found my vendors on there," she says. "It's a struggle for small, independent retailers." Gilt Groupe wasn't specific about what deals it had set up with which vendors. As an online retailer, Maybank acknowledges that being able to sell expensive jewelry online, sight unseen, was a bit of a surprise. Furthermore, there are no returns, refunds or exchanges accepted for jewelry or watch purchases. Maybank credits the company's suc-cess to the trust of its customers. The customer base itself simply started by word-of-mouth, with the founders inviting per-sonal friends, who in turn invited their own friends to join. "Our customers tell us who would be interested," Maybank says. "It ensures people have some control of where the business goes." Ashley Green, a designer for sister team Emily & Ashley, heard about the site through word-of-mouth, and immediately wanted to participate. Initially, Green fretted over the decision to go into online sample sales, but her worries were eased after she learned the names of other reputable jewelers Gilt Groupe had fea-tured at the sales. For designers, she says, the site is a great way to get their names out there and an ideal way to offer jewelry at prices more affordable for younger women. Green says that Emily & Ashley hasn't received any negative feedback from its retail cli-ents, and made sure to avoid any issues by protecting the styles sold in brick-and-mortar stores. "It's an easy way to movehttp://www.salelinksoflondon.co.uk/Linksoflondon_Category_6.html," Green says, adding that the site is also a more convenient way for consumers to shop. When choosing which items to feature on the site, Green focused on hitting Gilt's target customers. Specifically, the brand selected pieces with basic colors and simple styles, as well as some Links of London Earrings that had already been featured by the press. "We focused on stuff that would read 'Emily & Ashley,'" she says. Green says black coral and turquoise did best at the sample sales, as did pieces with price points of $300 and under. The jewelry featured was sold at wholesale prices, on average, she says. Post a comment in response: |
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