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Diamond jewellery was once seen as a product that could never be sold online. Then along came online companies such as Blue Nile, which revolutionized the way diamonds were sold, and the whole industry scrambled to get online. Fast forward a few years and Blue Nile and other online sellers opened bricks and mortar stores and once again changed the way the industry operates.

Think Omni-Channel Rather than Multi-Channel

It seems almost too obvious to say, but your best retail strategy is to have both an online and offline presence. But you have to be careful how you do it. You need to think omni-channel” rather than “multi-channel.”  Unfortunately, too many jewellers think of their website and store as two different entities rather than complementary parts of the same business.

If your branding and strategy are right, consumers and browsers will be able to move seamlessly between your two different, but ultimately unified, sales options.

Even more importantly, your website and social presence should enhance the physical shopping experience (and vice-versa) with both elements driving traffic to the other.

Give shoppers the option to come and browse in-store, do their research and talk to helpful team members. Once they leave the shop, they can play on your ring-builder app and place an order on your website. They should be able to pay online using an integrated shopping cart and then either return to your store to pick up their pre-wrapped bag, which is ready and waiting for them, or receive their jewellery direct to their door.

What Can Be Improved?

In reality, this rarely happens. Many retailers have a long way to go before they have a successful omni-channel strategy. But it’s easy to make changes that will have a huge impact.

  • Look and Feel – Too often, a jewellery shop’s website appears very different from the look and feel of the physical boutique. Make sure your shop and your online presence complement each other in everything from the same branding and colour scheme to the same layout out of product categories so online browsers can find what they are looking for.
  • Integrated Inventory – No matter how many sales platforms and means of sale you use, make sure your inventory is fully integrated. Don’t make the mistake of having one inventory for in-store stock and another for your online platforms. To avoid customer disappointment, potential embarrassment and a lost customer, ensure your online shopping cart and instore inventory are fully integrated, and that they are updated immediately.
  • Valuing Online Shoppers – Make sure your terms and conditions are the same for items bought online or in-store. If someone buys online, there should be an easy way to return the item, just as a shopper who buys in-store expects to have a reasonable return policy.
  • Create Meaningful Relationships – Use your store to drive your online marketing strategy and take advantage of loyal followers to push your in-store business. For example, collect email addresses in-store and use them to grow and develop your relationship with your clients and fans online. Similarly, reward loyal online customers with special in-store deals so they have a reason to browse and shop.

Gen Z – The Ultimate Omni-Chanel Shoppers

If you need any more motivation to think “omi,” a look to the future should do it.  There is a new generation of consumers, “Gen Z,” getting primed to shop in droves. This new generation of consumers will change the retail experience, in much the same way Millennials made jewellers realize the old ways just weren’t working anyone.

While these 18-22-year-old “post-millennials” are still a few years away from getting engaged or married in significant numbers, the way they already shop provides a look into the way the retail landscape could be headed.

According to the annual AMP Capital Shopping Centres (AMPCSC) Recommended Retail Practice Report, while millennials love to shop online, Gen Z are returning to the shopping mall and doing their browsing and buying in-store. These “Future Shoppers” want shopping to be a social event and crave the “face-to-face, touch-and-feel contact” only found in physical stores.

Although they might close the deal in-store, Future Shoppers spent a lot of time pre-shopping online. Digitally connected since birth (more or less) they even continue their research once they are inside a store. Gen Z’s behaviour is helping shape retailers’ omni-channel strategy (rather than vice versa) – providing geo-targeted alerts from a brand’s app to sending shoppers in-store offers and specials that reflect their online behaviour.

Adding Value to the Shopping Experience Both Online and Off

Take note. Gen Z’ers will shape the shopping experience in more ways than just how they make purchases.

Like Millennials, Gen Z’ers want their consumption to “mean something.” They value strong ethics and companies who do more than “just” sell them something. They require retailers – both on and offline – to be sustainable and ethically conscious.

According to the AMPCSC study, “Smart retailers have achieved this by identifying and supporting social and environmental causes through partnerships with like-minded charities, introducing sustainable and/or ethical products or employing sales assistants who are passionate about the same social causes.”

Importantly for jewellery retailers, the study found that unlike the traditional image of the downtrodden male forced to go shopping, Australian males are embracing retail therapy and are more interested in staying ahead of trends than Australian women.

The study found, however, they haven’t completely shrugged off their traditional role as reluctant shoppers. More truthfully, retailers have overlooked the wants and needs of this new spending demographic. Consequently, many young males are uncomfortable shopping alone in shopping centres or malls. “To address this, smart retailers have focused on their customer service offering, ensuring their team provide a welcoming approach when engaging with this target market.”

When it comes to omni-channel retailing, the first step is to get your house in order. Only then can you gear up for the oncoming Gen Z invasion.

Click here to read the earlier press release from July relating to the new ISO standard 18323: Jewellery – Consumer confidence in the diamond industry.

A new standard for diamond language. Image of diamond with the word language superimposed.The new legal standard for nomenclature is very clear and defines the acceptable language to be used by those involved in the buying and selling of diamonds, treated diamonds, synthetic diamonds, composite diamonds and imitations of diamonds.

This International Standard specifies a set of permitted descriptors for the diamond industry and is specifically designed to be understood by the consumer. The Standard also includes a series of definitions which aim to provide further clarity for traders and maintain consumer confidence in the diamond industry as a whole.

See below for a summary of some of the definitions and usage.



Formed completely by nature without human intervention during the formation


A mineral consisting essentially of carbon crystallised in the isometric (cubic) crystal system, with a hardness on the Mohs’ scale of 10, a specific gravity of approximately 3,52 and a refractive index of approximately 2,42, created by nature.

Note: The denomination “diamond” without further specification always implies “natural diamond”.

“Treated diamond”

A diamond having undergone any human intervention other than cutting, polishing, cleaning and setting, to permanently or non-permanently change its appearance, for example coating, fracture filling, heating, irradiation, laser drilling, HPHT treatment.

Note: A diamond having undergone a treatment shall be disclosed as a “treated diamond” and/or a specific reference to the particular treatment and the description shall be immediately apparent and unambiguous.

“Synthetic diamond, laboratory-grown diamond, laboratory-created diamond”

An artificial product that has essentially the same chemical composition, crystal structure and physical (including optical) properties as a diamond


  • The English terms laboratory-created diamond or laboratory-grown diamond may be used synonymously with synthetic diamond. Where there is no acceptable local direct translation of the English terms laboratory grown diamond or laboratory created diamond then only the translation of the term synthetic diamond should be used.
  • Abbreviations such as ‘lab grown’, ‘lab created’ ‘lab diamond’ or ‘syn diamond’ shall not be used.
  • The word ‘laboratory’ refers to the facility which produces the synthetic diamonds. This should not to be confused with a gemmological laboratory that is dedicated to the analysis, authentication, identification,classification (grading) of diamonds.
  • A synthetic diamond shall be disclosed and the description shall be immediately apparent and unambiguous. For the disclosure of a synthetic diamond, no abbreviation shall be used.
  • The qualifiers such as natural, real, genuine, precious, cultured, cultivated and gem shall not be used to describe any synthetic diamond.
  • Brand names and manufacturers names combined with the word diamond are insufficient disclosure when applied to synthetic diamonds.
  • Synthetic diamonds can have undergone a treatment.

This important piece of work should be understood by all our members and I urge you all to visit the ISO website to familiarise yourselves with the definitions;


This industry’s success is predicated on consumer confidence and this new standard provides a good tool to underpin that confidence; you can use the wording in your invoices and interactions with your customers to strengthen their confidence in you and our product, diamond.

What are the most commonly asked questions people ask when buying diamonds, and how does that compare to what the professionals ask?

In this episode we talk to Jacobsons Jewellery in Sydney. To find out more and see their fantastic work, click on the links below: