September 2017

Like? Share!

The Top 3 Technologies Diamond Retailers Can’t Live Without

Guest Post by Ron Ben-Ari, VP Products, Sarine Technologies

Fundamental change is sweeping the retail industry. In the 19th century, a tailor fit the garment to the customer. In the 20th century era of mass production, customers scoured store racks to find the right outfit. In the 21st century, buyers purchase clothes online, try them at home, and send back the ones that don’t fit – with free shipping.

Technology has given us mass marketing and worldwide reach. Over time, the buying experience has de-personalized. For retailers today, it may seem harder to connect with customers, to give them the perfect fit as the 19th century tailor was able to do.

Ironically, it is technology – specifically digital, internet-based technology – that is restoring the retailer’s ability to get closer to the customer. Here are three technology trends that retailers of diamonds and jewelry must embrace to maximize their customer reach.


SEO Internet Search Strategy – Make it Visible

It’s 2017, and every jewelry retailer has a website. In this crowded and competitive market, 60 percent of website traffic comes from internet search, and only 20 percent of consumers go directly to the brand’s website. According to the L2 “Watches & Jewelry 2016: Search Insights” report, independent jewelers tend to get swallowed up by prominent brands in online searches. Unbranded keyword searches, such as ‘diamond engagement ring’, return poor search results for smaller and medium-sized jewelry brands. It’s not enough just to have an internet presence. By optimizing your retail website in online search, you can achieve better exposure in search results, which leads to more website traffic. Jewelry retailers are wise to invest in effective search engine optimization to increase visibility in internet searches.


Personalization – Make it Meaningful

In an age of big data and instant global communication, consumers are ironically searching for a more personalized shopping experience. There are numerous retail technologies designed to create a seamless, profound customer-brand connection. For example, customer behavior analysis can be coupled with mobile beacons that indicate when the customer has entered the store, enabling the retailer to provide personalized offers based on past behavior and purchase history. Other popular techniques include personalized emails and live customer service chat. Upcoming trends point to digital wallets, augmented reality and artificial intelligence. The key to effective personalization is not via a motley combination of technologies and strategies. It’s about creating a coherent, continuous story that makes sense to the individual customer. This can only be achieved with comprehensive tech-based solutions covering inventory management, store operations, advanced digital display and customer data management.


Gamification – Make it Fun

From the drugstore to the department store to the jewelry store, the point of retail technology is to make the buyer experience easier and exciting. Gamification is the use of game mechanics to drive engagement. Games can be used to create feelings of achievement, competence, success, control and belonging. For example, a ‘ring finder’ app on a jewelry retail website enables the customer to play with various diamond shapes, ring settings, metal colors, hand size, finger size and length, skin color and other variables, to create a visual image of the worn jewelry. Combined with a budgeting element, the game can direct customers to specific jewelry pieces on the website, based on their personal preferences. Gamification, or “fun-tech”, may sound unserious. However, when play is used to provide information or to support a purchase decision, it can have a powerful impact on customer satisfaction.

          *                            *                             *                             *                            *

Much has been said about the online shopping habits of millennials. Yet, according to Walter Loeb writing in Forbes about the future of retailing, 58% of the up-coming Generation Z want to shop in store. Change is happening all the time, and it must be embraced. During times of flux, turn to smart retail technologies to keep your customer experience up to date.


Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


6 Ecommerce Blogs Every Jeweler Should Follow

If you are new to the online retailing scene, then getting your ecommerce jewelry business ahead can involve a lot of dedication, time, and work. Trying to figure out what is best for your ecommerce dream, searching online for the answers, or paying out excessive amounts of cash to professionals may not the ideal path […]

SPECTRUM – Diamond Industry News #25

Not a month goes by without diamond industry news that involves the new trend of lab grown diamonds. In this month’s SPECTRUM, read an original take on De Beers’ move to lab grown, in an article featured on Quartzy. We’re also going big on the bling with a tweet from CNN about the world’s most […]

World Famous Jewelers Series Part 4: Boucheron

The Jeweler of Place Vendôme: How Frédéric Boucheron Got His Start Frédéric Boucheron always knew he wanted to be a jeweler. He was born in 1830 to a family of French clothiers, and at a young age he apprenticed himself under jeweler Jules Chaise. By the age of 14, he had completed his apprenticeship and […]

Which Diamond Shape Are You?

Diamonds come in all sizes – and a wide variety of shapes. Although each diamond is unique, different personality types are drawn to particular diamond shapes. In fact, the diamond shape you choose may be a strong reflection of the type of person you are. Which diamond shape is right for you? Read on to […]

Why (and How) to Use #Hashtags for Your Jewelry Business

By now, you’ve seen thousands of  #hashtags hanging around on social media. They have certainly changed their meaning from the sign we are used to seeing at the beginning of a telephone number. When used correctly, jewelry hashtags can really make a difference to the social media marketing for your diamonds and jewelry business. But […]

Why Do Diamonds Sparkle?

If there is one word that everyone associates with diamonds, it is “sparkle.” The bright, sparkling appearance of diamonds is part of what makes them such a highly sought-after prize. Diamonds have been variously described as “sparkling”, “shining” and “flashing”. A sparkling diamond can be thought of as beautiful, or “bling-y”, yet if the diamond […]

World Famous Jewelers Series Part 3: Faberge

The Man Who Created The Egg In 1885,   Tsar Alexander III commissioned Faberge to create an Easter egg as a gift for his wife, Empress Maria Fedorovna. With this simple gift, the Faberge Imperial Egg Collection was born. The first egg was called the Hen Egg. Inside a white enameled shell rested a solid gold […]

Rough Planning and the Retail Diamond Market: A Changing Relationship

Every rough diamond contains a world of possibilities. There are many ways that a rough diamond can be cut and polished to create saleable, profitable diamonds. Over the past few decades, there has been a revolution in the way that rough diamonds are planned, due to the development of optics technologies that provide accurate internal […]

Sarine Loupe™ Launches New Diamond Imaging View Modes

A diamond is laden with emotional and economic significance, yet more than anything else, it is a visual experience. A diamond’s beauty is not just symbolic – it is very real. It is a result of the diamond’s individual 4Cs features, as well as the way it interacts with light – its ‘light performance’. It […]

SPECTRUM – Diamond Industry News #24

This edition of Spectrum diamond news and trends is a fascinating roundup that takes us deep into the debate about lab grown and mined diamonds, then 750 kilometers beneath the earth to where blue diamonds form. From there we travel into the minds of millennial consumers, with a recent study about their jewelry buying habits. […]