More and more consumers are buying product online on the internet as they begin to feel more comfortable about the security of their money transactions and their identity details. This is the case particularly with inexpensive and commonly used everyday products – but what about more expensive and personal items like jewellery? Are consumers inclined to buy jewellery from online jewellery stores?
Buying jewellery online could be one of the most enjoyable and satisfying experiences you will ever have on the internet, and it is safe and secure, and here is why.
Many people are now accepting that buying products (or services) online is not as fraught with danger as it once was, or was perceived to be. There has been a lot of money spent in developing and promoting safe and secure online store transaction processes and such companies are continually working and marketing hard to reassure consumers that they are not about to get ripped off.
Most of us have made our first online purchase by buying something inexpensive and something that if it was not exactly what we expected it would not be the end of the world, we would not self destruct for having made a bad decision. Things like a tablecloth, a calculator, a pair of sunglasses, an electric can opener and so on. Lo and behold the item arrived in one piece and it is pretty much what you expected – your credit card statement is correct and now you feel OK about having made your first online purchase, it was a good experience.
You now feel more confident and you venture into doing some more frequent shopping online, possibly with stores / sites that you know, know of and therefore trust. You gain experience as an online shopper, you try a few different sites, you do some pricing and delivery comparisons. You get to trust certain online transaction methods (PayPal as an example) and you now recognize the necessity of and meaning of an SSL site (Secure Server Licenced) which gives consumers a form of security assurance. You are now far less apprehensive about shopping on the internet – or are you?
To date you have been buying inexpensive everyday use items, no real monetary risk right?
So now are you ready to buy more expensive items – will you buy a Television, a Ride-on Mower, a Computer, a Bedroom Suite or the likes online? Bigger dollars, more risk – however these are not generally the most critical aspects preventing people from buying big ticket items on the internet – it is more often the case that they want to touch, feel and sniff such items before making a choice. The smart buyers will do this at a store or two, make their choice of product, brand, model, design etc then shop online for the best deal in the knowledge that they are satisfied with their choice, it is now a matter of price and delivery. About 10% of consumers currently do this however this number is expected to grow in time as confidence in the online transaction systems grows and consumer acceptance grows exponentially with it.
So now we come to Jewellery. Jewellery can be expensive and is undoubtedly a very personal item, two good reasons to shy away from buying such an item online. However the greater volume of jewellery purchased is costume jewellery, jewellery not using precious gems like diamonds, rubies, sapphires, opals etc, so the cost is significantly less and the choices are far greater.
This makes selection harder however when a woman sees a piece of jewellery that stands out and jumps up saying “this is really you” then often case the buying becomes an impulse buy and out comes the credit card, willingly. So this same impulse buy can and does happen online in the same way it does in a jewellery store or department store. Should the credit card come out willingly? – are online jewellery stores as safe and secure as the stores / sites that you purchased that electric can opener from, or that lovely tablecloth?
Online Jewellery Stores are just as safe and secure as any other online retail store as long as they meet the same criteria – the essential SSL certified mark and a safe and secure transaction system – the two things that you look for on other online shopping sites. The difference is that you are purchasing something personal, something you will wear, something that reflects your persona, so you will likely ponder longer, not about the decision of is it safe to buy this online but more so the decision of choice – do I really like it, do I really want it.
Such a decision is something only you can make – just like you may be faced with when looking at a nice jewellery piece in a catalogue, no different really.
If you were buying an expensive diamond or other precious gem then there are other very important processes to go through before you would dare risk large sums of money on an online transaction. There have been all sorts of bad press about precious stones rip offs through online trading and the various legitimate jewellers associations around the world are working hard to clean up the industry and restore confidence to consumers, however this bad press should not be a reflection on costume jewellery.
Most if not all of the major jewellery companies and jewellery chain stores have an online presence and their online jewellery stores are well respected and certainly safe and secure. The same can be said of the majority of smaller jewellery businesses and even those which offer handmade or hand crafted jewellery.
Buying jewellery online can be an excellent experience for a number of reasons – the choices are endless, far greater than you will find walking a shopping mall or jewellery alley in any city. The whole world is putting their jewellery on display online. You have a significantly greater chance of finding that something special just for you, that jewellery piece that jumps up off the screen and has you saying “yessss, that is what I want”. With the millions of pieces of jewellery available online what are the chances of one of your friends finding and buying the same thing? This is particularly the case when looking at the non chain store jewellery shops, finding the online jewellery stores that offer unique one off handmade pieces at affordable prices – and that piece may come from any part of the globe, not from the local jewellery store – you could be wearing a lovely piece of jewellery handmade in the far off regions of the Russian Steppes or from a small village in Portugal – anywhere – and that adds even more charm and personal value to that piece of jewellery.