There has been an increase in the percentage of consumers
buying jewellery online by 39 per cent over the last 9 years, according to recent research by JCK-Harrison Group .
In 1999, only 3 per cent of those questioned had bought
jewellery online, this figure has now risen to 42 per cent. However, the study also found that buyers still prefer
high street stores over
online retailers by more than two to one. A reluctance to commit fully to
shopping for jewellery online, despite savings as much as 60 per cent, is due to several factors.
Gary Ingram, managing director of The
Diamond Store, an
online jewellery shop, said: "There's an element of mistrust that comes from not being able to directly see and hold the item, inherent in online buying no matter the industry. Many people have concerns about the return policies and the very fact that prices are so low can often work against it."
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