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BizReport : Ecommerce archives : December 07, 2010

Online jeweler takes custom items to the masses

With a number of studies this year on the subject, it's become clear that online buyers want personalized service. They want ads for items or stores specific to their tastes. Consumers also want personalized products. An online jewelry store is taking the personalized approach one step further, offering customized settings based on customers' own designs.

by Kristina Knight

"Thanks to today's advanced Ecommerce technologies and user interface at, shoppers can now benefit from truly customized engagement rings and other jewelry," said Andy Williams, Zoara's Director of Sales, North America. "With jewelry, online websites like Zoara can provide a more localized and customized shopping experience than most local jewelers can."

Online jewelry retailer Zoara has found that their second most popular setting is 'Customize Your Setting', trailing only Pave settings. The diamond solitaire setting is also very popular. Over the past six months, the store has found their Customized Ring Setting is growing at a stronger pace than traditional solitaire settings.

"I think people today are more interested in making a personal and individual statement to their fiancé, and Pave and customized settings are enabling people to be more unique in their choice of engagement ring settings," said Williams.

The process is simple. Customers simple design their setting and send it in to Zoara's jeweler staff. They produce a rendering, which the customer approves or tweaks, and from there the ring is made.

Many smaller retailers may believe this type of service is stretching themselves too thin. However, the growing popularity of personalized items may make them re-think that decision.

While custom jewelry is not new to the world, an online retailer offering customized settings is unique, as is their promise to deliver the items within a few weeks. If you're planning to propose over the holidays, it may be a little late for a customized ring, but for Valentine's Day? That customized ring may be just the ticket.

Tags: Andy Williams, ecommerce, etailers, jewelry, online shopping, Zoara

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