New research has found that the higher the value of a piece of jewellery or a watch, the more likely shoppers are to visit the high street instead of buying online.
The research, Commissioned by The Company of Master Jewellers, has found that 34% of respondents said they would prefer to purchase the items in-store as they liked to “try before they buy”. In addition, 32% said they could not guarantee the quality without looking at or experiencing the item first.
29% of respondents said they trusted high street outlets the most when buying jewellery compared to only 9% for online.
Terry Boot, chief executive for CMJ, said: “While trends suggest that shopping online is becoming the norm, with deals to be done and hassle-free shopping, what cannot be replaced is the in-store experience.
“To walk into an independent high street jeweller not only enables consumers to try the piece of jewellery or watch on and feel its quality, weight and craftsmanship – let alone decide whether or not it’s for them – they get what you cannot possibly get online, the customer service and educated advice a professional jeweller will give.
“Having a cut-off point on price clearly validates this. It also demonstrates that if you are going to invest in something beautiful, perhaps something that you or a loved one will cherish for life, it needs proper consideration and needs to be risk-free and genuine.”
