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Published
Jul 27, 2018
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Britons still prefer physical shops for higher priced jewellery and watches

Published
Jul 27, 2018

Despite the rise of e-commerce in the UK, British consumers still prefer to buy higher priced jewellery and watches in bricks-and-mortar stores, where they can try the items and check their quality.


Terry Boot, CEO of The Company of Master Jewellers - Photo: CMJ


This is according to a new survey commissioned by the biggest buying group in the UK and Ireland, The Company of Master Jewellers, which found that on average, the highest value consumers would pay for jewellery online is £366, and £359 for watches.

Physical stores remain king for 34% of respondents because they prefer to “try before they buy”, while 32% said they like to look or experience the item before buying it to make sure it’s good quality.

Additionally, the survey revealed that almost 30% of respondents trust high street outlets more than online stores when it comes to buying jewellery.

“While trends suggest that shopping online is becoming the norm, with deals to be done and hassle-free shopping, what cannot be replaced is the in-store experience. To walk into an independent high street jewellers, not only enables consumers to try the piece of jewellery or watch on and feel its quality, weight and craftsmanship – let alone decide whether or not it’s for them – they get what you cannot possibly get online, the customer service and educated advice a professional jeweller will give,” says Terry Boot, CEO of the Company of Master Jewellers.

“Having a cut-off point on price clearly validates this. It also demonstrates that if you are going to invest in something beautiful, perhaps something that you or a loved one will cherish for life, it needs proper consideration and needs to be risk-free and genuine.”

BRANDS AND SUSTAINABILITY

When making jewellery purchases, 75% of consumers consider quality first and foremost, while the product’s brand or designer is the highly important for 56% of respondents. And, as consumers are paying closer attention to the journey of a product’s life these days, 44% said they would pay more for jewellery pieces or watches that have been made ethically, with those some willing to spend an additional 11% for eco-friendly and responsibly made products.

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