Competing With the Internet

To compete with the Internet, retailers must continue to promote a sensory approach to certain jewelry and Swiss watches. Being able to touch and feel these products, plus the welcoming presence of a sales professional who can answer technical questions and provide additional services, are lost to those who buy online Retailers face greater competition from Internet diamond vendors, because their diamond suppliers offer their listings to online vendors who can sell their “virtual” inventory of diamonds for a few percentage points above cost. In addition, for many young clients educated by what's online, value is defined only by cut, color, clarity, carat weight, and shape. They don't care where they buy a diamond ring, only that they're offered better prices. It's essential for jewelers to offer private labels, higher quality, and one's own patented cut diamond. Many clients wi

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