The Luxury sector has long been dominated by historic brands, but several disruptors within the bridal jewelry space have found their way to success through digital. Their strategy is so simple it barely even counts as a strategy: having a useful, easy-to-navigate website.
Diamond grading is such a nuanced topic that consumers typically need thorough guidance before buying one. Traditionally, this guidance has been provided in person by a boutique employee. However, the disruptors in L2’s Jewelry: Bridal Innovation report offer a comparable experience by providing rich educational content on-site. For example, Brilliance’s site has a series of videos that walks customers through the key components of diamond buying. Along with Ritani and Brilliant Earth, the brand also covers topics such as diamond cuts, settings, and clarity extensively in articles accessible through the main navigation menu. Crucially, all educational components drive directly to e-commerce offerings, closing the gap between education and purchase.
While the three biggest bridal jewelry brands also provide such educational content, they make it far more difficult to navigate. Tiffany’s interactive Our Guide to Diamonds tool not only lags in terms of page speed, but also requires shoppers to click through a lengthy slideshow with no indication of its contents. Similarly, while Harry Winston and Hearts On Fire offer in-depth materials from glossaries and diagrams to videos, they fail to organize them intuitively. Given the general level of digital sophistication expected by millennial consumers, Luxury brands should be prepared to make their site functionality as impressive as their content. Otherwise, they could lose out to disruptors.