In light of diamond prices taking a significant dip, Harry Winston’s made a big change. They’ve quietly launched an e-commerce site called the Harry Winston Online Salon.
It consists of only diamond jewelry, much of which is winter-themed (like at left), ranging anywhere from $6,000 for a pendant to $135,000 for a necklace.
Our first thought: Who the hell drops a mortgage payment online?
Our second thought: Well, it’s Harry Winston, so even though you lose all the magic of the glittering jewels in their boutiques, you definitely know what you’re getting, so the quality wouldn’t be any different than from jewelry bought there in person.
And yet, we still can’t help but feel like:
1. This comes dangerously close to diluting their brand image (Marilyn Monroe singing, the storied old house, etc) by placing their goods in the realm of shame shopping, which usually consists of bags and shoes.
2. Even though Harry Winston has famous standards, we still don’t see ourselves casually charging $20,000 to our Amex, even though it’s technically the same as doing it in the store (assuming you know what ten carats of bling look like on your ears.)
So many questions: Would you buy major jewels online? Or is that left for minor accessories - and should all major jewelry purchases be made in person? (Because, as much as we hate to admit it, we can’t imagine how we’d feel if we were on the receiving end of a major gift, and learned that the necklace/earrings/ring was purchased while watching television…)
posted by guest
Nov 20, 2008 2:43PM
I am guessing that the point of this is not to actually make sales but to give on-line window shoppers a taste of what is available and the approximate price range.
I would not buy a $20K pair of earrings over the internet but now that I know what they cost I would certainly think about them (if we ever get a bonus again). HW has always been very nice to me when I inquired about the price of an item online but that is often a pain (see also, Cartier).