Shopping for jewelry can be frustrating because most of it is done online. Physical jewelry stores are dwindling fast as people prefer the convenience and cost savings provided by the internet. The hard-working associates at the jewelry counters in the huge department stores are trained to change a watch battery, scan inventory, and unlock the display cases. Knowledge of clasps, gemstones, and metals is not required.
People with questions regarding durability, materials, and variations on styles are left with brief and technical descriptions of pieces including only two to three sentences. Anyone wishing to get information or recommendations for what is trendy for a niece or nephew, how a choker is supposed to fit on the neck, or what to give someone special as a birthday gift will get zero answers while browsing a retail website. The best resource for getting answers is the designer of the jewelry. New and established designers have set up independent websites to showcase their creativity and communicate directly with customers.
Customers can send an email, post questions on social media pages linked to the website, call the designer if that contact information is included, or participate in a live chat or video call. Get complete answers quickly and ask follow-up questions if more clarification is necessary. These ways of communication are also ideal when discussing custom work and exploring possibilities for innovative and one-of-a-kind pieces.
A website operated by the designer provides complete collections instead of just a few pieces from some original collections. Retail sites offer large selections but tend to mix and match options that are mainstream and will sell to the masses. This approach can be overwhelming to some browsers because the choices all begin to look alike. An entire collection from any designer may have to twenty pieces in it. That means shopping a few collections remains fun and interesting rather than becoming tedious after the first five pages.
Buying directly from designers on their own websites eliminates the customary price mark-up required for retail sites to turn a profit. Pricing is also lower because the designer does not have to outsource manufacturing to a separate company. Most designers, especially new ones, still make their own jewelry to ensure high quality and maintain creative control. Customers can learn more about the design, enjoy designer jewelry, and stay within a budget.