Chinese people’s penchant for jewelry cause Jewelry.com’s sales to increase via TMall.com, a shopping site by Alibaba, according to an article by Alizila.com. Due to great sales performance, the company is examining its prospects for expansion.
“We didn’t pick China. China picked us,” said Jon Azrielant, the director of marketing for Jewelry.com. “We didn’t decide to go after a market. We decided to get out of our customers’ way and make it easier.”
Jewelry.com started out in the 1980s as a jewelry sales company. It was later bought by Berkshire Hathaway Inc. in 2007 and is now owned by Richline Group, the largest manufacturer of gold in the United States.
Richline also counts as one of the largest jewelry companies in the world.
China wasn’t on Jewelry.com’s radar, but delving into the Chinese market paid exceedingly well, all thanks to data that convinced the executives to explore prospects in China three years ago.
“We discovered 15 percent of our traffic and 20 percent of our revenue was coming from China already,” Azrielant told Alizila. “What made this such a startling discovery was we didn’t ship to China. We didn’t accept China bank cards or Alipay.”
Since there is a market in China for their products, Jewelry.com set on to overcome various hurdles to reach Chinese consumers. In the end, the company settled with selling their wares through TMall. It’s been almost three years since Jewelry.com became a TMall vendor, and the fruits of their labor have indeed been sweet.
“For us, the Chinese market has been the highest-hanging fruit we’ve gone after. It’s just so sweet, we had to go after it,” Azrielant said.
Since it entered the Chinese market, Jewelry.com’s company share from the country jumped to one-third of 20 percent. Due to its strong performance, the company has also generated plenty of jobs in China and the United States.