E-Commerce Elitist

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Luxury French jeweler, Boucheron announced that it would embrace e-commerce. While other high-end jewelers were earlier adopters of e-commerce, most used the Internet to sell less pricey lines. Boucheron has an innovative approach. The entire collection, not just a diffusion line, will be sold through their website. Also available, is a unique feature that allows customers to customize their designs, mixing and matching diamonds from vintage and new collections to create personal pieces. The website is being designed to be an extension of the service Boucheron currently provides to its big spenders. The goal is to reach customers intimidated by the in-store experience, while providing the same class of service to current customers on-line. Couture cyber-jewels, who will be next? NATALIA


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