Self-purchasing customers down on traditional jewelry stores

Rob Bates

The self-purchasing customer is a big fan of jewelry, but has mixed feelings about standard jewelry stores, according to new research released by MVI Marketing.

The online survey queried 1,056 female customers who bought jewelry in the last 12 months.

Over 67 percent said wearing fine jewelry makes them feel special. Even more gratifying, buyers like being bitten by the jewelry bug: 91 percent said they wanted to purchase more. Most didn’t need any reason for their purchase: 59 percent said they bought jewelry “just because.

Self-purchase is a strong market,” says MVI president Liz Chatelain. “But we aren’t taking advantage of it the way we should.”

Many respondents were less enthused about traditional jewelry stores. Asked why they avoided traditional jewelers, respondents frequently answered, “Too many men.”

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Source JCK Online