The ultimate successful merchant will be bricks and clicks. They will utilize stores, catalogs, the Internet, and other distribution channels. For now, many believe it is still too risky for a single designer or artisan to rely heavily on Internet sales, particularly on their own sites. The obstacles facing online jewelry retailers stem from the overall challenges of e-commerce, as well as the specific nature of jewelry sales. Jewelers and analysts alike repeatedly cite the hands-on aspect of buying jewelry as a major impediment to faster growth in the market.
Jewelry is sold on romance.
Quality and repair concerns also play large roles in a customer's decision whether or not to buy jewelry online. There is a desire to buy jewelry online. The company also allows customers to return merchandise, even in the event that the customer feels that the piece they ordered is not up to snuff. Cindy Edelstein, president and owner of the Jewelers Resource Bureau, said many jewelers are hesitant to sell on their own sites because they do not want to aggravate their distributors, who might view that as direct competition. If you've got enough stores, you shouldn't be selling on the Web.