Weisblum / Press / Fine Jewelry Sales Soar Online
Fine Jewelry Sales Soar Online WWD Nov 2005
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Though Color Story, a fashion and fine jewelry firm in New York, introduced an eponymous Web site in 1997, creative director Amiel Weisblum said online activity really took off in July 2005 with its "Design Your Own Color Story" watch program. "In August, we began averaging 310 unique visitors per day, and the Web site's traffic
has jumped 500 percent since last year to nearly 60,000 visitors," he said. Mixing and matching nine diamond colors, six crocodile straps and an array of golds, dials and other features, customers can create more than 1,500 combinations of the firm's Strand watch, which they can then order through one of its 300 U.S. retail accounts.
"No retailer could ever provide that kind of variety," said Weisblum. "It's a good example of how the Web helps consumers get what they want."
