“We realized that there were still many opportunities to enrich these relationships with our customers, keeping them engaged and inspired and helping them celebrate their special occasions, whether through FaceTime conversations, home experiences. bespoke or virtual appointments, â€Mercedes Abramo, general manager of Cartier North America, wrote in an email. “Through private one-on-one tours, clients could see the new creations up close and hear first-hand from various experts from the Cartier workshop and the Cartier archives. “
Last year, the jeweler also hosted its first live show on Alibaba’s Taobao Live during the Chinese retail giant’s 11.11 Shopping Festival, the online event that is said to have grossed more than $ 70 billion. of sales. The show featured more than 400 Cartier watches and jewelry, including a necklace valued at $ 28.3 million, according to the Business of Fashion / McKinsey report.
Of all the experiences made possible by technology, however, the ability to offer personalized, one-on-one styling services – on platforms such as WhatsApp and WeChat – may be the most appealing to high-end jewelry consumers.
“We have personal buyers at the end of every conversation,†said Ms. Virk of Threads Styling. “It makes us much more accessible. Preservation and convenience – this is the ultimate luxury.
And that’s not limited to the big spenders.
In September, jewelry industry veteran Rosena Sammi founded The Jewelry Edit on the premise that access to style advice should be democratized. The website has a selection of pieces from $ 50 to $ 4,000, with an emphasis on creations by black and Asian designers, as well as those focused on sustainability.
“Our store is like any store – you can just buy,†Ms. Sammi said on a recent video call. “But the real magic is if you get involved. We have developed an algorithm to measure your face and suggest earrings and we combine that with a stylist. You can tell them about your job and lifestyle, or send a photo of the dress you are wearing.
