News

Fine jewelry retailer revamps web approach

October 12, 2012

Fine jewelry brand Ritani has a new retail scheme designed to pair the best parts of fine jewelry e-commerce sites and brick-and-mortar stores in the form of an e-commerce-enabled website that’s "fully integrated with the local jewelry store," according to an article on FastCompany.com.

The website allows shoppers to learn about the "4 Cs" (cut, color, clarity and carat weight), talk with trained gemologists, browse jewelry and design custom engagement rings online. Ritani will also ship up to two custom rings or two loose diamonds free of charge to a local partner store, where they can be viewed in person at a time of the customer's choosing without any obligation to buy, according to the article.

The arrangement offers benefits to both the ring hunters and partner retailers. Customers can access the massive inventories and options only the web is capable of offering, while local jewelry stores function as affiliates. Assigned territories, they make commissions on sales from customers located in their geographical areas, regardless of whether that customer ever sets foot in the store itself, the article reported.

"This kind of online offline integration has really become the holy grail," said Brian Watkins, Ritani president.

Read more about multichannel retailing.