Forever­mark De­buts E-com­merce Site

WWD Digital Daily - - News - BY MISTY WHITE SIDELL

Forever­mark is test­ing e- com­merce wa­ters.

To­day, the De Beers sub­sidiary launches a U.S. e- com­merce web site sell­ing lim­ited mer­chan­dise. While Forever­mark dig­i­tally sells its prod­ucts in China via WeChat, the U.S. mar­ket — the com­pany’s sec­ond largest ge­o­graph­i­cal strong­hold after China — is the first to re­ceive a ded­i­cated e-com­merce site.

The site is a com­po­nent of the jew­eler’s om­nichan­nel growth strat­egy. A live chat

the bot and ap­point­ment sched­uler are also part of these plans — get­ting Forever­mark clients “closer to the prod­uct, so they can know the price and it then takes them closer to one of our re­tail part­ners,” said Forever­mark North Amer­ica pres­i­dent Charles Stan­ley.

Forever­mark’s om­nichan­nel play is “an es­sen­tial com­po­nent for us to achieve con­tin­ued growth,” Stan­ley said, not­ing that the jew­eler has ex­pe­ri­enced an­nual dou­ble-digit growth over the last five years.

“E-com­merce is more of a con­sumer en­gage­ment tool in our minds than a ve­hi­cle for di­rect sales,” Stan­ley added, not­ing that the com­pany pro­jects “much less,” than 20 per­cent of its sales will come through the por­tal.

The site will launch with two col­lec­tions — Forever­mark Alchemy col­lec­tion by Jade Trau and its new Forever­mark Tribute Col­lec­tion. These col­lec­tions will also be the fo­cus of a Forever­mark New York pop-up fea­tur­ing a por­trait se­ries by pho­tog­ra­pher So­phie El­gort, open at 82 Gan­sevoort Street through Dec 8.

Though Forever­mark’s e-com­merce will only launch with lim­ited prod­uct, Stan­ley said that, “we will be look­ing to build on those in time as we are bet­ter able to man­age the as­sort­ment and prod­uct.” At launch, the site will sell prod­ucts priced from $549 to $8,650.

The fine jew­elry in­dus­try has been slow to adapt to e-com­merce prac­tices, with some com­pa­nies feel­ing that on­line busi­ness weak­ens the aura of lux­ury. Stan­ley dis­agreed, not­ing that “It’s all down to how you do it and the en­vi­ron­ment you cre­ate on­line and the way you ser­vice a client, just like how you would in a store.”

The com­pany’s lat­est move is part of an om­nichan­nel growth strat­egy.

So­phie El­gort and Rosario Daw­son wear­ing Forever­mark in prepa­ra­tion for the jew­eler’s New York pop-up.

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