Sales Strategy
How DTC Luxury Jewelry Brands Are Restoring Personalization and Ethics to the Buying Experience May 21, 2025 (0 comments)
New York, NY--The traditional luxury jewelry experience was once highly personal, with customers working closely with jewelers to design bespoke pieces. As the industry scaled, much of this intimacy was lost. Today, only 20%–25% of shoppers enter physical jewelry stores knowing exactly what they want, according to an article by Retail Touchpoints. This often results in less intentional purchases and a less fulfilling experience.
[Image via iStockphoto.com]
DTC brands are changing this paradigm, especially in the U.S., by leveraging technology to restore personalization and choice. As per the article, these brands empower customers to create unique jewelry online, catering to the modern desire for individuality. Consumers can browse various styles and price points, designing pieces that truly reflect their preferences.
The article notes that companies like Angara have focused on reimagining the luxury jewelry buying journey through customization and a strong commitment to ethical practices.
DTC’s Digital Edge: Customization Meets Agility
While some question if the personalized service of traditional jewelers can be replicated online, the article highlights how DTC brands use technology to create intimate, collaborative digital experiences. In the past, customers would discuss their vision with a jeweler, who would then handcraft a bespoke piece over months. Modern retail shifted away from this, focusing on moving inventory rather than meeting individual desires.
However, as the article states, DTC brands are bringing back that collaborative spirit using AI and online design tools. For example, Angara’s website allows customers to select every detail of their jewelry, mirroring the bespoke process of centuries past.
This level of personalization demands a unique operational model. According to the article, vertical integration—controlling sourcing, manufacturing, and fulfillment—is key for DTC brands to efficiently produce custom designs at scale.
Ethics, Sustainability, and Expanding Consumer Choice
Beyond personalization, DTC jewelry brands lead the industry in ethical sourcing and sustainability. The article highlights that vertically integrated DTC brands can ensure transparency by cutting and polishing their gemstones, providing greater control over the entire supply chain. This traceability is not always possible for traditional retailers.
The article further illustrates how DTC models expand consumer choice. While a brick-and-mortar store may offer a handful of sapphire rings, DTC platforms like Angara present hundreds of customizable options, often with dozens of permutations for a single design. As noted in the article, this unprecedented variety allows consumers to find or create jewelry that aligns perfectly with their vision and values.
Learn more in this article by Retail TouchPoints.