They want the learning and gathering process to translate into sales. Learning and gathering information on the Internet is not what the online retailers want.
People can now learn and gather information before they actually going to their family/neighborhood jewelers to purchase diamonds. In this case, we solve that very problem of “knowing so little” about the characteristics of the merchandise.
With the revolution in connectivity and interactivity through the Internet, potential buyers can learn more about the characteristics of diamonds they intend to buy before going to jewelers. Current studies indicate that there are 1.7 million engagement rings purchased per year in the United States (74% of brides, from 2.3 million weddings), with an average expenditure of approximately $2,000 per diamond engagement ring. Purchasing an engagement ring could be a hassle, especially for those who know little about diamonds.
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