The e-tailer now has consultants come to buyers’ apartments with up to five items
At yesterday’s Women’s Jewelry Association In the Know conference, journalist Rachel Garrahan brought up a website I wasn’t that familiar with: Plukka.
Plukka is a Hong Kong–based e-tailer that was originally billed as a flash site, albeit with a twist: It sold pieces made to order. Since then, it has kept the made-to-order aspect and now boasts celebrity clients such as Lady Gaga and Pharrell Williams.
Last year, the site went public on the Australian stock exchange and is looking to expand its U.S. presence. But like all jewelry e-tailers, it has had an issue with consumers being reluctant to pull the trigger on high-value jewelry over the Internet. Prior to Garrahan’s session at In the Know, a panel of three jewelry lovers all cited not being able to see and feel items as a reason they mostly bought jewelry offline.
E-tailers have come up with a variety of schemes to fight this, from sending 3-D printed models to opening stores that may or may not actually sell jewelry. But Plukka’s idea is particularly innovative and intriguing. It’s called View on Demand, and it’s a mixture of both delivery service and concierge:
Fine jewelry e-tailer Plukka is revolutionizing how people shop for jewels with #PlukkaInPerson. Their View On Demand (VOD) service, launching December 1st, will let people try on their jewels in the comfort of their own home. Simply click VOD for the opportunity to have all the jewelry you’ve been lusting after come over for a visit.
With the press of the VOD button, a consultant will arrive at your apartment with five items, or up to $15,000 worth of jewelry, that you selected online. You verify your ID so a neighbor doesn’t reap your spoils, and then take your pick during a 45 minute private appointment.
Plukka’s creative director calls it the “next best thing to having a hand come out of the computer screen proffering the piece of jewelry.” You can read more about the service here, which is currently available only in New York City and Hong Kong.