The Online Jewelry Industry

By: Emily Coyle Kevin Daily Jane Chien

Isnezawati Azali Halit Akcaglayan

Nadia-Shazrin Asari

Major Players in Online Jewelry

Zale Corporation – online and physical

Miadora – online First Jewelry – online Denmans Corporation – online and

physical Mondera - online

First Jewelry’s Front Page

Market Share In 1998, online jewelry spending

was $207 million In 2000, online jewelry sales are

expected to be $370 million Global jewelry sales are estimated

at $200 billion a year The retail jewelry market is highly

fragmented

Who are the customers? Majority of customers are women Couples (engagements,

anniversaries, holidays) Middle-income customers Parents –FJ

How do firms attract customers?

Brand name – (i.e. Zales) Alliances with other online sites

(AOL, Yahoo! Shopping, GiftCertificates.com)

Price (Appraised Value Guarantee, price matching)

Incentives (Contests, Free Shipping, Bridal Expos, 30-day guarantee)

Value Added

Wish Lists - Mondera, FJ, Zales Newsletters (product info, special

promotions) “Hint, Hint” – Let a special someone

know your innermost desires (about jewelry!) - Miadora, Zales

Store locator system - Zales

Miadora’s Email Service

Value Added Advertisement lookup (TV,

Catalog, Flyers) - Zales Gift Search Certified Gems - Zales Order tracking - Mondera

Value Added Search for jewelry based on

material (i.e. Gold, gem), price range, and jewelry type (i.e. Ring, bracelet)

Chat Boards - Mondera Customer Testimonials Outlets (Jewelry at clearance prices)

– Denmans

Zales Jewelry Selection

Denman’s Outlet

Value Added Product Information (learning

center, buying guides, 4 C’s of diamond buying)

Customer Contacts (1-800 number, email)

Physical and online presence (allows customers to view jewelry in person before buying) - Zales

Mondera’s Learning Center

One-shot to Repeat Customers Customized Jewelry (Send your

design to the company for manufacturing)

Reminder Service (holidays, special occasions)

Store Credit Card – Zales Good Customer Service