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One such change that is really taking the industry by storm across Europe is the Direct-to-Consumer (D2C) model. Did you know that one of the most important changes in this industry is London-based brand 77 Diamonds, which has made a huge impact on the Europe’s D2C Jewellery Market and has changed the way people buy jewellery? This model has dramatically changed the way brands connect with customers.
What Is Driving D2C Disruption in Europe?
Personalization, European consumers are turning to online shopping and pricing. Traditional luxury retail, based on heavy markups and exclusivity, no longer fits the expectations of younger, digitally savvy customers. D2C brands are thriving in Europe by combining trust with transparency and ethical sourcing, creating personalized experiences and providing better value by eliminating middlemen.
77 Diamonds: A Case Study In D2C Success
Founded in London, 77 Diamonds is Europe's largest online diamond seller. The brand has adopted a digital-first strategy since its inception and has been able to reach out to the masses.
77 Diamonds is present in London and other cities with multiple showrooms and is trusted by the consumers.
If customers want, they can view the detailed certificate of the diamond and understand the details thoroughly.
One can buy any kind of jewellery and create unique designs through the online jewellery tool.
Why Customers Love 77 Diamonds’ D2C approach
Digital-First Experience
Customers are loving this approach as it makes luxury jewellery accessible beyond the boutiques by providing online tools and virtual consultations.
Transparency In Pricing
There is no transparency for the customer to see how much they are paying for the diamond and for the design.
Customization Options
Buyers get the full freedom to design the jewellery of their choice and desire hence customers are liking it more.
A Ripple Effect Across Europe
The success of 77 Diamonds is inspiring other D2C jewellery brands. Established brands are thinking about rethinking their business models and are getting inspired. Additionally, consumers are placing more importance on ethical sourcing, trust and quality, making it easier for other new entrants to enter the market. At the same time, some brands are focusing on and investing in transparent pricing models, online platforms and virtual consultations to remain competitive.
The Future Of D2C Luxury In Europe
The shift to D2C in Europe is accelerating and is only going to increase as consumers increasingly prefer ethical sourcing, personalization and digital experiences. 77 Diamonds has set a benchmark for how jewellery brands can thrive in this new landscape.
Ice lane has a huge collection of jewellery made from Lab Grown Diamonds and they are also promoting this system. So, if you like such heroes then you can check out our collection.
