E-commerce has important downsides.
Brick-and-mortar jewelry retailers often wonder how to respond to the growing presence of online diamond retailers.
In the video below, Aleah Arundale offers one approach to try.
The main idea is to point out that ordering something as valuable as a diamond online brings quite a few risks. Buying from a trusted local jeweler, on the other hand, is a much safer endeavor.
Take a look:
Forget Postcards ... This Jeweler's 2-Page Letter Brought $80K in Business
Jim Ackerman explains how it worked.