Zale to Open Third E-Commerce Site, this time for Gordon’s

Zale, the largest specialty jewelry retailer in the U.S., is planning to expand its online commerce presence next year with a new web store for Gordon’s Jewelers, a chain that sells diamonds and other fine jewelry to “upper moderate” customers.

Zale will upgrade Gordon’s Jewelers web site by adding a shopping cart and other e-commerce functions, to expand its reach to younger buyers, especially the newly engaged, who are already familiar and comfortable with online shopping.

Zale already has two online stores, Zale.com for its main brand and bbbjewelers.com for its high end chain Bailey Banks & Biddle, launched last November.

According to David Sternblitz, Vice President and Treasurer, Zale expects group online sales to increase about 30 percent during this fiscal year. The company views multi-channel sales as an opportunity and is therefore adding more e-commerce enabled sites.

In Gordon’s case, the company wants to support its chain by strengthening ties with its customers. “About 40 percent of the business at Gordon’s Jewelers is related to weddings,” says Sternblitz. “By offering customers new ways to shop online or research a product we are building loyalty.”

Zale is currently ranked No. 225 in the Internet Retailer Top 400 Guide to Retail Web Sites.