In response to lower-than-expected results from the category, Etsy will no longer tout Fine Jewelry on its home page.
“Since the holiday has passed, and visits have declined, we’ve decided to retire the Fine Jewelry browse section from the homepage,” said an Etsy announcement from Heather Burkman, a member of its marketing team. ”We’ve observed that Fine Jewelry is less popular as an individual browse section, and shoppers who visit it are less likely to purchase than those who visit other browse sections.”
She added that Jewelry remains Etsy’s most popular category.
“We learned a lot from Fine Jewelry, and we’ll apply those learnings to further explorations in Jewelry and beyond,” she said.
The company first added Fine Jewelry to the home page in January, according to the site ECommerceBytes.