Same As It Ever Was

Many independent jewelers originally looked at the Internet with great expectations … and much dread. The optimism came from the promise that the Internet would allow retailers to sell their products to anyone, anywhere, at any time of day. It would also offer another way to market their stores and a way to order products more efficiently. The fear came from predictions that "pure-play" e-commerce operators would replace brick-and-mortar jewelry stores. None of those things happened. In fact, according to the results of a recent JCK Retail Panel survey, the majority of jewelers addressed the Internet's impact on their business with a collective shrug. As one respondent said, "Frankly, we're so busy running the day-to-day store that we don't have time to mess with the computer." When asked what statement best expressed how the Internet will affect the industry, 76% of respondent

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