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Try-Before-You-Buy Still a Major Part of Jewelry Decision-Making




(press release) Think consumers must come to the store for a try-before-you-buy experience? Think again. Today’s online consumer increasingly requires video and in-app communication as a the beginning of any fine-jewelry-buying decision. 

For nearly 20 years, the jewelry industry has expressed skepticism that consumers would buy jewelry online. Why? Because jewelry has always been sold through the experience of touching, looking, and trying it on. The truth is, most fine jewelry buying still happens in the store (over 70% of it). The difference is, try-before-you-buy now happens online. Stores that offer this online experience are in a more competitive position to see consumers in person, and close sales.

Implementing online try-before-you-buy is challenging. “For retail jewelers, creating video and photography of their inventory has been incredibly frustrating,” says Tanya Nisguretsky, CEO of Virtual Diamond Boutique. “Retailers typically lack the equipment, time, and the sophisticated knowledge about lighting and staging that are necessary to get great shots. This has really held back online selling for independent retail jewelers.”

To deliver a try-before-you-buy experience online requires video, strong images, the ability to search using visuals (rather than just words), and the ability to easily communicate with a real person at the store – all while never leaving the application. The VDB App is the only jewelry industry platform that delivers on all these points. From diamonds, to colored gemstones, to jewelry, VDB has created the technology that jewelers must have to compete in today’s highly competitive retail environment.


“This is why we developed the VDB Studio,” says Tanya. “Retailers need a plug-and-play photography system that delivers the high-quality stills and video that sell luxury items. It required a lot of time and effort – and money! – to take something very complicated and make it simple-to-use while still delivering a high quality result. We did that, and then we added more exciting bells and whistles – like the capability to grab the GIA Certificate online automatically when you enter a Cert Number, or the ability to photograph a batch of photos and videos rapidly by uploading a spreadsheet and working through an entire tray of jewelry.”

With VDB Studio, jewelers can place-and-click, and achieve professional results every time. 

Today, retail jewelers cannot get consumers in the store without offering try-before-you-buy online. The VDB Studio allows jewelers to update their online offering with extensive video libraries, professional-quality photography, 360-degree views, and smart integration options. The jewelry industry cannot afford to let this new era of marketing pass it by. It needs smart solutions like the VDB Studio to remain relevant to today’s digital consumer.

VDB will demonstrate its suite of online jewelry tools at JCK Las Vegas, Gallery Bayside, Booth # L112. To learn more about the VDB Studio offering, please visit



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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