< WHY THE BEST JEWELRY CUSTOMERS ARE ONLINE, JANUARY 2010, ISSUE NO. 237 >
RETAIL
More Shoppers But Less Spending On Black Friday
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POLISHED
Sarin Adds IDEX Online Diamond Retail Benchmark To Planning Devices
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MINING
Stornoway Says Renard Holds 23 Million Carats
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FOCUS
Clicking For Success: Why The Best Jewelry Customers Are Online
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FOCUS
Detailed Analysis Confirms High Correlation Between Online Users And Jewelry Buyers
When American consumers are segmented by age, there is a high correlation between those consumers who are heavy Internet users and those shoppers who are mostly likely to purchase jewelry. The key common denominator is personal income levels.
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Online Usage and Jewelry Spend by Other Factors
The government study looked at three other consumer characteristics in its survey of Internet usage: gender, employment and region of the country.
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Lessons for Specialty Jewelers
The key lesson to be learned from this data is that specialty jewelers must have an online presence, if they are going to attract consumers with the highest propensity to purchase jewelry. The good news is that jewelers are increasingly embracing the Internet. According to the 2009 edition of the Jewelers of America Cost of Doing Business Survey, just over three-fourths of all specialty jewelers in the U.S. have an online presence: 48 percent use it for promotional purposes, and 28 percent use it for promotions and commerce. Another 13 percent are gearing up to go online, while 11 percent have no plans to go online.
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BAUBLE BUZZ
Bauble Buzz
Multiplication Tables: Adam Lambert’s performance at this year’s American Music Awards may have been quite provocative, but so was the impressive array of diamond jewelry celebrities were wearing. Rihanna made a statement by donning multiple designer rings.
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FASHION
Winter Warmers
By Amanda Gizzi, JewelryInformationCenterIf you are wondering about the key trends for the rest of the winter, then look no further. Jewelry trend expert Amanda Gizzi examines what’s going to be hot, hot, hot during the rest of the cold winter months.
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PORTE POINT OF VIEW
Don’t Bust The Trust When Creating Offers
Anyone who has ever questioned the importance and potential of a special offer need only to look back a few months to when the “cash for clunkers” promotion was launched. Under this scheme, the U.S. government helped those consumers who turned in their gas-guzzlers buy nearly 700,000 more fuel-efficient vehicles, in fewer than 30 days.
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