How Do I Start a Jewelry Business?

A 1 carat diamond ring is less than 30,000 yuan, and a pendant of more than 1 gram is only 500 yuan ... not only the price will be nearly 50% cheaper than traditional department stores and jewelry stores, but it is also the first The private of two is customized. Since 2009, the jewelry and e-commerce combined experience store model has gradually heated up in Rongcheng. With the advantages of high quality and low price, many post-80s and post-90s have also become the main consumer groups for jewelry private customization. The annual business volume Both show an increase of 20% to 30%, which completely subverts the traditional view that jewelry customization only belongs to international big coffees such as Austrian Dior and Bvlgari.

Jewelry customization popular in Rongcheng

Right!

A 1 carat diamond ring is less than 30,000 yuan, and a pendant of more than 1 gram is only 500 yuan ... not only the price will be nearly 50% cheaper than traditional department stores and jewelry stores, but it is also the first The private of two is customized. Since 2009, the jewelry and e-commerce combined experience store model has gradually heated up in Rongcheng. With the advantages of high quality and low price, many post-80s and post-90s have also become the main consumer groups for jewelry private customization. Both show an increase of 20% to 30%, which completely subverts the traditional view that jewelry customization only belongs to international big coffees such as Austrian Dior and Bvlgari.

Young people are keen on jewellery customization

Yesterday, the reporter visited Kelan Diamond's experience store in Fuzhou. Its store address is not in a department store or a hypermarket, but simply lives in the middle floor of an office building in Qixunkou. It is reported that Kelan also created an e-commerce platform in 2007 and opened an experience physical store in 2010. Today, this development mode of combining reality with reality has become more and more common in the field of e-commerce. Insider Chen commented that products can be understood on the Internet, and physical stores can give consumers the opportunity to try them on. In addition, physical stores are also very helpful to improve after-sales service. The reporter learned from the store that many suitable post-80s and post-90s generations are very interested in custom jewelry, and there will be a lot of guests on weekends or special holidays. In general, the number of orders increased by 20-30% compared with the same period in 2009, and the demand for diamond rings and rings was mostly. In addition, the order quota is also increasing, and there is already a demand for customized services such as carat diamonds.
Why are young people now keen on jewellery customization? Ms. Chen said that the diamond rings placed in traditional shopping malls and counters were produced in advance according to the sales strategy of the merchants. The diamonds with limited styles and inlaid diamonds were all of a fixed size, and generally the diamonds were small and less than 30 minutes. Custom diamond ring is very flexible. According to your own budget and preferences, diamonds choose the 4C diamond level, and the setting style can be selected according to the customer's personal temperament. The diamond ring inlaid can also be free lettering. , Unique personality and has special significance.

The price is generally 30% ~ 50% cheaper than the market

The reason why many young people are enthusiastic about custom jewelry, in addition to the only style, the price advantage is also very obvious. The reporter turned around in the Kelan Diamond Experience Store and found that some of the gold pendants are only sold for more than 400 yuan, and the discount price of a 1 carat diamond ring is less than 30,000 yuan, while the price of diamonds and rings is more than 1,000 to 10,000 yuan. Yes, the price is generally 30-50% cheaper than the market.
Wang Yong, the general manager of Kelan Diamonds, said in a telephone interview with reporters that jewelry e-commerce companies use a combination of B2C e-commerce and experience stores to purchase first-hand diamonds from diamond sources such as De Beers in South Africa, and directly sell brands. , Shopping malls, and other channels, eliminating shopping mall promotional fees and deductions, greatly reducing the profits of intermediate links, breaking the traditional jewelry industry interest chain, the diamond price is reduced by 30% to 50%. For example, a 30-point AU750 white gold diamond ring with a good color, clarity, and cut is generally sold at more than 10,000 yuan or higher. If you choose a custom diamond ring for jewellery e-commerce, the same cost of diamonds plus ring setting will cost about 5,6,000 yuan.
So can the quality of these diamonds be exactly the same as traditional shopping malls? Wang Yong explained that the value of a diamond mainly lies in the 4C grading of the diamond, that is, the four indicators of weight, color, clarity, and cut. The international diamond price protection is mainly based on the diamond grade, which is uniform internationally. The price quoted is the same as long as the diamond grade is the same, and it has nothing to do with the diamond brand and other factors.

Private custom space needs to be improved

Regarding private jewelry customization, how does the routine work? Jewelry industry expert Ms. Cai explained, "Private customization in Fuzhou is usually done after the customer arrives at the store by matching loose diamonds and ring setting. For those who have special needs in pattern design, we She will be provided with photos or hand-drawn graphics, and after full communication with the designer, the designer will first make a wax ring or silver ring model, and the customer will confirm it before creating a diamond ring. "But for most e-commerce private custom jewelry, In other words, there are very few designers stationed in Fuzhou, and more need to contact designers such as Guangzhou, Shenzhen, Shanghai and Beijing.
In the first-tier cities such as Beishangguang, the customization of jewellery seems more personalized. Industry insiders said that customers in developed regions have higher requirements for diamonds than second- and third-tier cities, and they have more psychological and emotional demands. , Through face-to-face communication with designers, and then through jewelry design, and ultimately externalized into diamond products. Wang Yong, the general manager of Kelan Diamond, recalled that he once received a couple of devout believers in the Shanghai Experience Store. They believed that the Greek characters and symbols could better reflect the sacredness and authenticity of love. Greek text, the technical difficulty of lettering on the outer ring is quite large. First, the outer ring has a larger arc relative to the inner ring, which requires very high technical requirements for lettering. Second, because the female ring has a small ring and a large number of words, it is required to be beautiful and delicate The full text of Greece adds a lot of difficulty. After much communication, in the end the factory deliberately made a pair of rings of the same style with copper rings as an experiment and sent them to customers for reference.