As seen in Rapaport Magazine
As buyers seek greater personal contact and shop more online, many jewelry brands are bypassing wholesale in favor of selling directly to consumers.
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Online diamond jewelry sales overall have doubled statistically in the last four years, according to Mike Simoncic, managing director at Alvarez & Marsal Consumer Retail Group. That bodes well for fine-jewelry brands considering a DTC move.
“Clearly the pandemic drove everyone to more online buying, but it especially carried forward in jewelry,” he says. “And consumers are doing a significant amount of research online before they go to a store.”