Blog posts of '2017' 'August'

In the society columns and the glossy magazines, we so often come across stories about actors and singers with voices that are more, or less, spectacular.

It isn't always their careers that take centre stage. We are "obliged" to find out how they dress, how much they spend on clothes and what jewellery they wear. We're talking about sums of money that, even for Romania's own stars, are rather hard to swallow. And yet this sort of information makes us want to live at least a small part of a star's life ourselves. Until we come to earn Julia Roberts's fees or star in a film alongside Catherine Zeta-Jones, we'll content ourselves with admiring the clothes and the gold jewellery worn by the stars here at home or beyond... the Hollywood fence. Envy is not the loveliest of feelings and, if you can avoid it, do. Right. We've established that stars are ordinary people too, only they earn large sums, deserved and hard-earned. Perhaps, in this life, most of us will never reach even 1% of what a George Clooney or a Nicholas Cage is today but... what does it matter? Actors and singers, the men of the show-business world, aren't quite so visible when it comes to scrutinising their jewellery. On the women's side, a pair of earrings worn by Jennifer Lawrence or Scarlett Johansson, for example, can spark a controversy that may itself become the subject of a film.

Even if they are seen as a "caste", people who work in IT are, when it comes down to it, perfectly ordinary. They love technology and anything with a screen and a keyboard, but when it comes to shopping... they are almost like the rest of us.

That holds true when we're talking about everyday consumer goods, rather less so when it comes to buying gold jewellery.

Perhaps, first of all, you are wondering whether these people really are buyers of such handcrafted products. The answer is yes, they are.

They buy them, wear them, give them as gifts. As I said, they too are people who feel the need to value themselves and to value others.

A piece of gold jewellery with diamonds is a perfectly paved road towards giving value to: feelings, relationships and, why not, money. Let's not forget that, beyond a certain level, diamond jewellery is also a financial investment.

How does an IT professional end up in a jewellery shop?

They get there by car, by bus or by underground, if they live in Bucharest. Or, being an IT person, they simply sit in front of a laptop or phone and buy a pair of earrings or an engagement ring for their loved one.

Except that things are a little more nuanced when you come across a brand that has managed to shape its business around the customer's profile. And you grow curious.

We asked Lucian Constantinescu (Diamante.ro/FIRESQ) to what extent this segment of buyers is reflected among the brand's clients: "Over 80% of our male clients have jobs in IT or related industries. They are young, around 30 years old, with above-average incomes. We noticed that they began to grow very loyal after we implemented the brick & click system 4 years ago. The fact that we offer the same valuable experience both online and offline mattered a great deal".

As a rule, an IT professional has no time. Yes, they have money, but not time. So they do whatever it takes to make efficient use of the time they do have. It may seem surprising that a 100% Romanian diamond jewellery workshop conceived and applied a business method "from abroad", but it proved to be the recipe for success.

"For someone forever surrounded by servers and lines of code, buying online feels far more familiar. It's just that we're not talking about cheap jewellery, and everyone wants as much reassurance as possible and often prefers the physical shop.

In FIRESQ shops the client has tablets on hand where they can browse the full jewellery range, with the essential guidance of a consultant. You can also view the online stock of internationally certified diamonds, updated every 5 minutes. We brought technology into the physical shops and clients appreciated it.

We have turned buying a piece of diamond jewellery into a safe and pleasant experience. When I say this, I rely heavily on the feedback we get from our buyers. Many are even surprised when they discover that behind the Diamante.ro and FIRESQ brands there is a Romanian workshop", says Lucian Constantinescu of Diamante.ro

So, whether or not you have any connection with IT, and whether or not you want to buy a piece of diamond jewellery, you can, out of curiosity, visit a shop that has this system in place, just to have a story to tell.

Source Ziare.com: http://www.ziare.com/internet-si-tehnologie/tehnologie/cum-cumpara-it-istii-bijuterii-cu-diamante-1479080