Some companies operating in the bridal segment have already employed unique methods of interacting with their clients in the social networks and Internet as a whole. Thus, according to diamonds.net, Verragio, a company designing weddings jewelry, addressed its fans on Facebook suggesting they choose a name for its new collection of engagement and weddings rings.
A Brooklyn-based online diamond jewelry retailer has introduced a new service that provides customers with physical replicas of the engagement rings they’re interested in buying. EternityDiamonds.com’s “Try It Before You Buy It'” program is meant to bring the jewelry store directly to the consumer, the company stated in a release posted on idexonline.com.
To participate, the prospective buyer browses various ring settings on the Eternity Diamond website and selects up to three possibilities. The company the rushes authentic-looking replicas to the buyer who tries them on, lives with them for 10 days, and selects the one that fits the bill. Delivery is free and the customer is under no obligation to buy.
Online diamond retailer Blue Nile aims to capture as much as 15% of the multi-billion dollar US engagement ring market, while eying international expansion, the National Jeweler reported.
Quoting Blue Nile Chief Executive Officer Diane Irvine and Chief Financial Officer Marc Stolzman, the report said that the company's projected future growth was largely based on the fact that the global financial crisis has created a shift from traditional shopping to online shopping, where sites like Blue Nile offer customers the value they are seeking.
According the Blue Nile executives, 90% of the company's business is domestic, capturing 5% of the overall engagement ring market in the United States.
Blue Nile has recently begun marketing sterling silver and colored gemstone jewelry as well as pearls. According the company, it aims to see a 50/50 split between engagement ring sales and the sale of non-engagement ring jewelry.
As for overseas expansion, Blue Nile's only physical presence outside the United States is currently in Ireland, from where it serves the European market. The company has been cautious regarding international expansion so far, with the goal of determining where demand was coming from before investing heavily in any one market.
The site's largest sale on record was a $1.1 million diamond.
As has repeatedly been noted, some jewellers are striving to capture the market niche trading in same-sex marriage jewelry. Examiner reports that Mervis Diamond Importers will be bringing wedding rings out of the closet to launch their first-ever line of gay wedding rings.
The event will be coordinated with DCsGayWeddingPlanners.com, the first DC-based planners focusing especially on same-sex marriages.
Celebrated event planner Don Gillin will be in attendance to answer all questions about planning a gay wedding.
The D.C. Council’s vote in December to legalize gay marriage, prompted the local jeweler to design and release a customized line geared toward the gay community. The rings are designed by Mervis’ in-house designer, according to Jonathan Mervis.
This is the first time Mervis has released a line specifically focused on the gay community, but the company has sold many rings to gay customers for commitment ceremonies and other occasions.
Mervis says the price range will fall in line with the company’s general selection. The entire line is platinum-based.
''This is the first time we've come out with a line specifically for any niche audience,'' he says. ''We feel there's a demand for it.''
"The jewelry business is very old school,'' he says. ''It's not a very progressive industry at all. Same-sex marriage is shaking things up. We want to make a statement to the community: We're here. We want to be the headquarters for gay marriage.''
