I know what you may be thinking: “Aren’t all diamonds easy to wear?” Well, they’re certainly easy to want, a desirable gem among a wide range of customer segments. But when stuck at home, I’m not sure I’d feel all that comfortable banging around my 5 carat diamond ring or sporting a pair of 8 carat diamond earrings (this is a fantasy in which I actually own those things). For some, that amount of sparkle may be precisely what they need at the moment, so if budget allows, rock on.
For most, though, that won’t be the case. And the customers who are buying jewelry are, for the most part, being presented with no other option than to buy it online, whether via a retailer or brand website, or on Instagram. This is where simple diamond jewelry excels.
I use the word simple, but that doesn’t necessarily mean plain and without flair or careful design elements. I just mean relatively low-carat, easy to put on and leave there without feeling like it’s wearing you more than you’re wearing it. The kind of jewelry most would refer to as fashion, though I still struggle with that term, because to me, it implies faux (the majority rules that it, in fact, does not, so it’s just something I’ll have to shake off).
This fine-fashion jewelry hits a lot of high marks on the most-wanted list: on-trend, appealing to a wide range of audiences (and most certainly to young shoppers spending their cash online during downtime while working from home), priced accessibly enough that people are OK with buying the items from home, and well-made to withstand many years of wear. They’re fashionable but not trendy in a way that gives them an expiration date. They’re giftable, which is good because April birthdays start today, and some may want to send their friends and family a birthday treat, social-distancing style.
The downside to some styles like these, particularly those made-to-order, is that with the stay-at-home mandates, many designers don’t currently have access to their studios, so orders might take some time to fulfill. That won’t be the case for all, and if there’s an item a customer wants in particular it’s a good idea to check in with the brand’s retail partners to see if there are any available for immediate purchase. Many designers also currently have a section on their website of items available to ship now. I think results are going to vary depending on the brand or designer and the pieces customers are shopping for, but I hope shoppers will continue to spend their disposable income, if it’s available, to support the independent makers and retail shops that are being required to stay closed right now.
So, if you’re still sending out those email blasts to your clientele, consider sharing the pieces available for immediate shipping, because instant gratification (well, “instant” in the sense that it’s like three business days), is a feeling much desired.
Top: Life Is Beautiful necklace in 14k rose gold with 0.23 ct. t.w. diamonds, $14,500; Jacquie AicheFollow JCK on Instagram: @jckmagazine
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