SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
TechnologyDec 29, 2014
Jewelry, watch brands that are digital ‘Geniuses’
Four--David Yurman, Tiffany & Co., Alex and Ani, and Swarovski--ranked above the rest in a recent study evaluating the industry’s online presence.
New York--Digitally savvy jewelry brands are improving their web and mobile presences as the gap between them and those that are digitally deficient widens, a recent study by L2 shows.
A number of factors--including weak Asian markets, the rising influence of branded jewelry, and the emergence of “non-traditional sources of competition”--are shaking up the industry and changing the status quo, L2 reported in its .
This means that companies need to identify digital strengths and weaknesses to remain competitive.
For its Digital IQ reports, L2 scores brands on the effectives of their website (comprising 40 percent of total score), digital marketing efforts (30 percent), social media efforts (15 percent) and mobile capabilities (15 percent).
L2 then ranks each brand based on their score: “Genius” (140 +), “Gifted” (110-139), “Average” (90-109), “Challenged” (70-89) and “Feeble” (<70).
Four brands--David Yurman, Tiffany & Co., Alex and Ani, and Swarovski--scored in the Genius category. Tiffany’s and Swarovski both also scored in this category in L2’s 2013 jewelry and watch brand study, while the other two are new.
Listed among the Gifted are a number of Richemont brands, which remained the highest scoring multi-brand organization, according to L2. Notable Gifted brands from the conglomerate included Van Cleef & Arpels, Cartier, Montblanc, Cartier, Jaeger-LeCoultre, Piaget and IWC.
In general, watch brands made a strong showing in the Gifted category, which also included Shinola, Tourneau, Tissot, TAG Heuer and Movado.
The study also notes that while only 10 percent of brands offer an omnichannel strategy, the “digital integration” of the local boutiques is becoming more sophisticated.
One-third of brands let shoppers email customer service representatives directly from product pages on the web, 17 percent reference the last item viewed in exchanges with customer service, and 12 percent allow shoppers to request a call back or schedule a local appointment.
Yet, L2 also notes that since it started tracking the websites in 2010, adoption of e-commerce has slowed after reaching 50 percent.
Mobile optimization also is becoming ubiquitous with jewelry and watch brands--11 brands launched mobile sites this year, meaning that two-thirds of the brands studied now have mobile-optimized properties.
And while tablets drive a lower percentage of total site traffic than other mobile devices, they account for a higher conversion and larger average order values--a factor that brands are beginning to recognize in their mobile strategies.
The adoption of tablet-friendly and even tablet-first
design has increased greatly; over two-thirds of sites now support the vertically-oriented design and large-format menus that facilitate ease of use on tablets.
More on Technology
The Latest
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
