As buyers seek greater personal contact and shop more online, many jewelry brands are bypassing wholesale in favor of selling directly to consumers.
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.”