So, it’s safe to say that the robot take-over has begun; 3D printing is officially being incorporated into fine jewelry ecommerce. So, what does this mean for trends in jewelry ecommerce?
Jewelry Ecommerce is Trending
You can never have enough men in your life. That is Harry Winston, David Yurman, and Henri Bendel. Diamonds are never going to go out of style. That’s why fine jewelry ecommerce will forever be profitable. Kinsey & Company reports the industry is poised to take up a much bigger market share by 2020, likely growing from the current five percent to as much as 10 percent in just two years. As new technology developments continue to emerge, so do the various ways to sell online products.
First, it’s not just about jewelry websites anymore. E-stores are becoming advanced by incorporating technology into every aspect from creative web content to 3D printing. It’s safe to say that mediocre jewelry sites are simply not going to cut it. Those who buy fine jewelry want the site from which they buy to be equally as tasteful. If prospective buyers turn to the web to make a big purchase, you as an ecommerce company should secure various trust badges to ensure you are a top-quality website. These badges are a serious investment in imagery, online security, and product data compilation.
So, What’s next?
Furthermore, brand jewelry is about to take off as well. As branded items already account for 60% of the watch market, it is believed that branded jewelry will also claim a higher share of the market by 2020. So, what does that mean for less branded companies? Focus on branding campaigns and content marketing. One option is to seek distribution through ventures like Cadenzza, Swarovski’s chain of curated multi-brand jewelry stores.
So how are apps going to take over jewelry ecommerce? Well, many e-stores are expected to roll out Pure play App versions of their website to iOS and Android. Apps have the ability to be an alternative for responsive and faster web design. Also, being able to be interactive with push technology will offer features like enabling consumers to check regularly to track orders. While fine jewelry may not see a growth of more than 10 percent by 2020, fashion jewelry is expected to increase online sales by 15% by 2020. Shopify.com states “research indicates that the best opportunity for mono-brand jewelry retailers is to use a multi-channel ecommerce strategy or an omni-channel retail approach.”
Back to 3D Printing…
Okay. so what does 3D printing have to do with jewelry? 3D printing is becoming more popular because the production processes decrease cost. The thought behind this technology trend is that jewelry companies will be able to provide online customers with samples. These prints will let customers try out pieces in their daily life as they can judge size, comfort, and style before they say the big “I do” (or second biggest).
Ironically, 3D printing will bring in an emotional component to the buying process by letting customers connect with specific pieces before investing in the actual piece. More so, printing will allow for piece customization allowing for an expansion in the number of options brands can offer to a customer. Whether its incorporating new content strategies or purchasing a 3D printer, the future of jewelry ecommerce is revolutionizing.