How Local Jewelers Can Benefit From Building Their Brand in the Internet


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Local Jewelers' Directory

About Pricescope Local Jewelers' Directory

Dear Jeweler,

We created this jewelers' directory to help you and your potential customers to find each other.

As you probably already know, over 50% of consumers conduct their researches about diamonds, jewelry and jewelry vendors in the Internet. At the same time less than 5% percent of them are actually buying jewelry or diamonds online.

Most of consumers still prefer to have more personal experience when they buy diamonds and jewelry. They want to talk to a real person as well as see and touch the jewelry pieces. So there is no real reason why brick & mortar stores should be afraid of the internet. We believe that there are many good, honest, knowledgeable jewelers out there and our goal is to help consumers to find them.

How?

Internet is a different kind of media. Unlike traditional media channels, where companies only can send one-way messages down to their markets, Internet allows communications in both ways.

"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed." – The Cluetrain Manifesto.

Your customers are now able to share their experience with companies and products. They are able to ask questions to other experienced consumers and experts from your industry. They want to listen to the human voices – not to the corporate talks. They want to listen to YOU. They want to find out how you sound, answer questions, address problematic issues and thus make a conclusion whether YOU is their kind of vendor.

Diamonds and jewelry is not only about price. Don’t be afraid that consumers can find these goods cheaper in the Internet. It is the whole package that affects people buying decision: your reputation, personality, policies, experience of your former clients. You know what it is. It is YOUR BRAND.

Unlike traditional brand in its corporate version (expensive and inefficient), Internet allows you to create "a new kind of corporate identity, based not on the repetitive advertising needed to create "brand awareness," but on substantive, personalized communications".

What we are trying to do here by listing local jewelers’ directories is to get your business presented to the Internet diamonds and jewelry community. You are able to listen and talk to your customers on our community, talk about your expertise and practices, share your knowledge and therefore gain your fans among consumers.

Still have questions about how to use this site for both yours and consumer advantage? Please don't hesitate to contact us.

But if you still prefer doing business the old way, or just have your own reasons for not being listed here, just drop us a line with your name, company and contact info specifying that you prefer not to be listed here.

Pricescope Team.

Further reading:
National Jeweler: Pricescope founder: Online diamond sites not to blame for retail woes
IDEX: Vox Populi The Consumer's Voice
IDEX: Democratic Branding - An Interview with Leonid Tcharnyi of Pricescope
JCK: Selling trust online