TABLE OF CONTENTS

Introduction……………………………………………………………………………………...page 3

The evolution of the fine jewelry industry leads to new way to promote and sell jewels page 3

Diamonds on the internet………………………………………………………………………page 4

The luxury brands were waiting for the right format to be present on the Internet………page 5

Jewelers are invading second life …………………………………………………………....page 7

Some brands are still reluctant………………………………………………………………..page 8

Fine jewelry: purchase or rent?.......................................................................................page 8

The specific issues of costume jewelry……………………………………………………....page 9

The effect of online sales on the whole industry ……………………………………………page 9

Future trends…………………………………………………………………………………..page 10

Conclusion……………………………………………………………………………………..page 10

Bibliography……………………………………………………………………………………page 11

Peer evaluation………………………………………………………………………………..page 12

Class contribution self evaluation and feedback…………………………………………..page 12
Introduction

Today, you can do everything you could do in real life through the Internet: meet people, learn, read the newspaper, attend a meeting, do your shopping… Everyone has its own website or blog. It seems that every brand has invaded the Internet: they have at least a website, almost every brand also offers to its customers to purchase online. Almost ? In the luxury industry, it has long been an issue whether to be on the Internet or not. Fine jewelers are only present on the Internet for a few years. Why is that?
Most brands are present on the Internet because it is a way to be close to their customers. Do the jewelry brands want to stand aloof from their current or potential customers? How could they stay away from the Internet for so long? It appears that they first feared that it would depreciate the brand: “everyone is on the Internet but we are not everyone”. They thought Internet was not differentiating enough for them.
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