Finnish consumers purchased retail products digitally for over €4.5 billion in 2019. The corona crisis has further increased online shopping. Here are five tips to help you contribute to the success of your jewelry purchase in the online store. Please!
Tip 1: Identify the quality level
As the number of online stores increases, unfortunately, the supply of low-quality jewelry also grows. For imported products, customs conducts random checks, but even this small sample does not apply to products manufactured within the EU.
What is actually meant by a quality product?
Generally, quality refers to the characteristics of a product or service that are significant in meeting the customer's needs. The basic features of the product, special characteristics, reliability, durability, ease of use, maintenance and repair options, as well as other product-specific factors. Recyclability and ethics are now added to the aforementioned criteria.
Naturally, not all of these aspects can be verified based solely on the product description, and unfortunately, product descriptions sometimes contain incorrect and exaggerated claims, for example, regarding product safety or ecological aspects.
However, the material descriptions provide clear guidance on whether the product is, for example, durable, potentially allergenic, repairable, etc. Plastic is indeed lightweight but rarely long-lasting. Wood does not tolerate moisture very well and is not always very durable. The metal of the jewelry wears out and becomes unsightly and unusable quite quickly. Silver is lightweight and durable, but without surface treatment, it requires polishing from time to time. Gold is fundamentally always good, but so is the price.
And it is important to note that the word "handicraft" does not in itself make the product any better or worse in quality. It is often the case that the best results come from combining the efficiency and consistency of machines with the skill of a professional to achieve the most beautiful possible finish.
Read more about it in the blog post "How to Identify a Quality Piece of Jewelry"
Tip 2: By comparing options, you will find differences
Comparing the prices of exactly the same product, such as a specific phone model, is quite easy online. But how about in jewelry? The jewelry is quite unique, so price comparison is not as easy. How can you tell if you're not paying too much, but the right price? The price of the jewelry is mainly influenced by four factors: 1) Material costs, 2) Labor costs, 3) Margin, and 4) Design.
Below is a brief description of the effects of each item on the price of the jewelry
1. Material costs
In the most expensive gold and platinum jewelry, the share of material costs in the final product price decreases. However, especially in the price range of €10 - €100, one can find situations where the final price of costume jewelry or steel jewelry can already buy genuine silver jewelry, if one is willing to put in a little effort in browsing online stores.
2. Labor costs
Labor costs largely depend on the number of details and the quality of the work.
The better the finishing, the greater the amount of craftsmanship and possible surface treatment (e.g., rhodium or good gold plating), the more it affects the final product's price. On the other hand, quite simple jewelry, such as wooden jewelry that is painted and laser-cut mechanically in large batches, can be quite affordable in terms of labor and material costs. In contrast, very hard and durable materials such as titanium and platinum, where the labor component is emphasized in the final price.
3. Kate
Kate is what pays for variable costs, such as rent, electricity, energy, etc., but also marketing and advertising.
Brands that aim for a desired image (brand) may intentionally limit their offerings by raising prices (and margins) in such a way that the connection between pricing and material and labor costs has been lost. If we leave these high-profile brands out of the comparison, jewelry manufacturing operates like any other business, and the profit margin is quite modest due to intense competition. Unfortunately, it must be stated that so-called junk products have a relatively high margin due to mass production in countries with low-cost manufacturing, and therefore they are also heavily marketed. This trend is not desirable, of course, if we want to support sustainable development.
4. Design
It is often thought that good design is more expensive. In practice, this is often the case, but for different reasons than one might immediately think. In a nutshell, poor design is just as expensive to plan - and sometimes also to produce - as good design. Good design is more expensive due to a very ordinary market mechanism: The price of a desired product can be raised because there is enough demand. On the other hand, the availability of the product can also be limited, which strengthens the desirability factor due to psychological reasons.
5. Summary of factors affecting the price of jewelry
Price comparison requires a bit of practice and comparison, and of course, it is not objective, as factors related to design and trends weigh in the balance. However, it can be generalized that a silver piece of jewelry is assumed to be more valuable than steel or costume jewelry, and on the other hand, gold jewelry is considered valuable simply because the price of the raw material has skyrocketed.
The foundation of Taika Helsinki jewelry is that our customers always receive competitive prices in relation to the materials used. We strive in every way to maximize the best possible value for our customers, respecting the beautiful design language of jewelry and skilled craftsmanship.
Tip 3: Browse the selection, but....
A vast selection feels great at first glance, doesn't it? In fact, you spend a lot of extra time browsing the selection. As a result, your focus often wavers, and in a way, you get distracted, which is why you choose a product that you believe represents the average. This includes the risk that you may not get what you originally set out to find. To find the product that is just right for you, the selection must be large enough, yet still "manageable".
Tip 4: A picture can lie
A customer purchasing from the online store has the right to expect that the delivered product matches the image. If the online store is small and lacks the resources for good and informative product images, the result may be unappealing. On the other hand, the eternal problem of large online stores is over-processed images that are no longer natural and do not represent the original product. With Taika Helsinki jewelry, we aim to depict the pieces in a way that assures you the product is just as beautiful in person as it is in the picture.
Tip 5: Measure & check the size
Ordering from online stores is safe in that if you don't like the product or it is the wrong size, you have 14 days to return the product and get your money back. But what to do if you don't know the right size or you're unsure? Are you ordering multiple sizes just to be sure, or are you leaving it unordered? Both options are quite undesirable.
Most online stores have size charts where you can get more information. Good product images in jewelry, such as earrings, provide the necessary information. A necklace is already a bit more challenging, as you need to consider both the size of the pendant and the length of the chain. Basically, a 5 cm shorter chain is sufficient for a small pendant compared to a medium-sized pendant. On the other hand, a larger and/or busty person may need a longer chain. Often, people order what they understand as a "long enough" chain if they are unsure of the correct size. However, this is somewhat like ordering clothes that are one or two sizes too big - they fit, but they don't showcase your best features. The right size can be found, for example, by measuring the length of an old chain or by trying it on in the store. Fortunately, a good size chart often helps in finding the right choice.
In the attached blog post, you will find instructions for selecting the right ring size:
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Joy of success for your online shopping!
Jewelry greetings
-riikka