Monday, August 9, 2010

The new age of the internet

How has the internet changing the way we shop for jewelry

There was a time, a long time ago, when you needed to know someone in the jewelry district in order to get in and get what was considered "wholesale" pricing. Fast forward to the '80's and '90's, everyone seemed to know someone in the business and most downtown vendors started selling to anyone who would ring their door bell and be ready to make a purchase. Fast forward again to 2009, the game has changed completely, the internet has become your best friend and it's as easy as a click on the mouse and every possible item at all price points seem to be available to the public. Of course the greatest disadvantage to buying on-line is that you really have no idea what the item looks like and you need to pay in advance in order to just hold the item in your hand and decide if this is what you want to spend your hard earned money on. Yes, it's easy and convenient but I feel that buying a piece of jewelry requires a level of emotional involvement, a passion for what you are about to give a loved that will be charished for many years to come.

Anotherwords, if you put out no effort in your purchase than the gift giving becomes less important to both you and your loved one. If you are purchasing electronics, clothing, or anything else other than jewelry I can understand that convenience is important. But if you are making a major purchase for a loved one, make that extra effort and head to your local jeweler who you hopefully had previous contact with, and experience the thrill of picking out something special.

I know there is a whole new culture out there of young people who are very comfortable shopping on the internet. It is unfortunate that they are missing out on a life experience that is very rewarding and might therefore set the trend for all their future purchases. I see no way to change this trent, in fact, more and more people of all ages are getting comfortable with this new shopping trend.

So what I need to do as a vendor is adapt to the internet or else suffer continuing loss of business. What that means is I need to spend more money on technology and internet advertizing and less money on store improvements and high rent payments. This is a new age that we all need to get comfortable with it whether we like it or not.

I will still encourtage customers to come in and visit our showroom, but I am ready, willing and able to approach the new age of technology head on. I hope as a small vendor I will be able to compete with those otherwise know as the "big boys".

In the meanwhile, take a look at my web page and give me your comments as to what I can do to improve the look and function of my site if any.

Thanks for your time,

Sol Dunst


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