Jewelry TV Hopes New Look will Facilitate Jewelry Shopping
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07.10.08, 10:09
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Retail
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A September survey of well-to-do households in the US conducted by American Express Publishing and the Harrison Group indicates that only 4% of those polled plan to increase spending on jewelry this year. 27% intend to cut back on jewelry purchases by an average of 59%.
According to Jewelry Television’s spokesperson Kelly Fletcher, the home-shopping channel, which reaches 71 million US homes, is not expecting any growth this year. Last year’s sales reached about $500 million.
In order to facilitate interest, the channel is launching a high-definition version this month and polishing its on-air graphics.
New financing options will also be offered for jewelry purchases, including a “Bill Me Later” deferred-payment program, a preferred-customer credit card and a buyer-protection plan.
The channel also plans to sell home-jewelry-making kits and collectible holiday ornaments with gemstones.
Flethcer stated that because sales across the board for electronic retailers are down, the channel is looking for new revenue streams as well as new ways to reach customers and a younger demographic. “We believe HD is going to do that,” Fletcher said.
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By: Rachel Lieberman, Israel Diamond Industry Portal
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