Sophie Kahn and Bouchra Ezzahraoui of AUrate, an ethically sourced fine jewelry brand based in New York, are paving the way as the first fine jewelry brand to use a “home try-on box” sales strategy. Just don’t call it a subscription box. “We prefer the term ‘Home Try-on Stylist Box.’” said Khan. While there are plenty of brands using a subscription-style box strategy, like Stitchfix and most recently Amazon, or a home try-on service like Warby Parker, AUrate is the first to apply a similar model in the fine jewelry category. “[The box] was a response to our customers’ needs; we held a lot of focus groups and got feedback from our customers who buy online, even polling potential customers who hadn’t bought from us, and what came out of it was a lot of customers wanted to try out more than one piece without the large price tag.  It’s not a subscription, we don’t force you to buy anything, but it’s a way for the customer to try us out and start a conversation with us,” Ezzahraoui noted. The process starts with a survey, asking about preferences: budget, colors of gold, types of stones the customer likes or doesn’t like, types of

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