When they buy you'll get your choice of:
Putting a ring on it—a diamond one, to be exact—is a customary occurrence when men or women propose marriage. We’ve seen it enacted in all forms of media for generations, from murals and plays to pop songs and films. Indeed, it has become so engrained in our culture that many have their dream diamond in mind long before they are in committed relationships. This means that purchasers have to be more exacting in the ring they chose for their intended, as a simple band with a solitary stone doesn’t seem to cut it anymore.
The challenges that comes with buying an engagement ring is what James Allen, the world’s largest privately held online retailer of diamonds, aims to propitiate. With just a few clicks of the mouse, clients are able to tailor-make their ideal band. Offering a wide array of settings and stones of differing cuts, colors and carats, the brand and its e-commerce site makes it a point to simplify the process, and educate shoppers on what they really should be looking for when ordering an item with significant personal—and monetary—value.
Founded in 2006, James Allen has pioneered the way consumers shop for fine jewelry online. Though shy of just a decade in the business, its founders have 60 years combined experience, and have manufactured diamonds for major retailers, including Tiffany & Co. That said, the traditional brick-and-mortar model, which was the bread and butter for luxury brands, isn’t as viable as it once was.
“As the younger generation is reaching an age that they can afford fine jewelry, they also have an ingrained understanding that they can search and self-educate to find the best quality, selection and price,” says Oded Edelman, the brand’s Co-Founder & CEO. “This stands in sharp contrast to a few years ago when a consumer could only go to a few jewelry stores, see one or two diamonds in each of these stores, and end up purchasing one of the few they considered without the ability to understand what they’re seeing in the store.”
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Many businesses introduce a referral system with the main goal of increasing the number of customers. For example, if you are joining a gym for the first time they might offer you a free month as a new customer if you refer a friend to that particular gym. In addition, the client (or 'affiliate') might also get an extra bonus, for example a trial week.
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