| The percentage of jewelery consumers buying | | | | when it comes to buying online? Experts advise |
| online has grown to 42 percent over the last 9 | | | | checking that the jewelery is hallmarked |
| years, according to a recent study by | | | | (according to UK legislation). This guarantees the |
| JCK-Harrison Group. In 1999, just 3 percent of | | | | ring has been made from material passed by a |
| those questioned had bought online. However the | | | | UK government approved agency. Make sure the |
| study also revealed that buyers are still favouring | | | | site you are using is a member of a recognised |
| the high street stores over online retailers by | | | | governing body, such as the British Jewelers |
| more than two to one, with 87 percent continuing | | | | Association which represents over 600 UK |
| to purchase this way. This reluctance to commit | | | | jewelery and silverware suppliers. Read customer |
| fully to shopping online for jewelery, despite huge | | | | testimonials; there´s no better proof of |
| savings of as much as 60 percent, is a result of | | | | quality than the good word of other satisfied |
| several factors. | | | | customers. |
| This is because the reduced prices are seen as | | | | Also take a look at their returns policy. Most |
| tantamount to a lack of quality or authenticity, | | | | reputable firms will give you 30 days to try the |
| neither of which is accurate. Online jewelery | | | | product on in the comfort of your home. If it is |
| stores are able to offer such discounts primarily | | | | not suitable then providing it is returned within the |
| because they do not have the overheads tied up | | | | time period in the same condition, a full refund is |
| with operating shops. They also work on lower | | | | usually given. Of course for some shoppers the |
| profit margins because of the competitive nature | | | | idea of not being able to try the jewelery on is an |
| of the Internet and assume profitability through | | | | issue but considering the ease of return and the |
| sheer quantity of sales. This buying power gives | | | | fact that online stores provide a much wider |
| them access to preferential rates from | | | | choice and variety than high street stores, this is |
| wholesalers which is why it is not uncommon to | | | | becoming less of a reason. In fact for many |
| find literally thousands of pounds difference | | | | people, men in particular, finding gifts in this way |
| between a high street product and its' | | | | has become a godsend as it gives them the |
| comparative online counterpart. | | | | freedom to browse without feeling intimidated by |
| What should consumers be looking for though | | | | sales staff. |