Would You Buy Expensive Jewelery Online?

The percentage of jewelery consumers buying online has grown to 42 percent over the last 9 years, according to a recent study by JCK-Harrison Group. In 1999, just 3 percent of those questioned had bought online. However the study also revealed that buyers are still favouring the high street stores over online retailers by more than two to one, with 87 percent continuing to purchase this way. This reluctance to commit fully to shopping online for jewelery, despite huge savings of as much as 60 percent, is a result of several factors.

This is because the reduced prices are seen as tantamount to a lack of quality or authenticity, neither of which is accurate. Online jewelery stores are able to offer such discounts primarily because they do not have the overheads tied up with operating shops. They also work on lower profit margins because of the competitive nature of the Internet and assume profitability through sheer quantity of sales. This buying power gives them access to preferential rates from wholesalers which is why it is not uncommon to find literally thousands of pounds difference between a high street product and its' comparative online counterpart.

 What should consumers be looking for though when it comes to buying online? Experts advise checking that the jewelery is hallmarked (according to UK legislation). This guarantees the ring has been made from material passed by a UK government approved agency. Make sure the site you are using is a member of a recognised governing body, such as the British Jewelers Association which represents over 600 UK jewelery and silverware suppliers. Read customer testimonials; there´s no better proof of quality than the good word of other satisfied customers.
 

Also take a look at their returns policy. Most reputable firms will give you 30 days to try the product on in the comfort of your home. If it is not suitable then providing it is returned within the time period in the same condition, a full refund is usually given. Of course for some shoppers the idea of not being able to try the jewelery on is an issue but considering the ease of return and the fact that online stores provide a much wider choice and variety than high street stores, this is becoming less of a reason. In fact for many people, men in particular, finding gifts in this way has become a godsend as it gives them the freedom to browse without feeling intimidated by sales staff.