Luxury and e-commerce have always been a little tricky. The brand wants to retain some mystery but still be visible to customers and aspirational buyers. Apparel has done better with adapting to social media and online sales, jewelry again has been slow to adopt new ways of doing business. Last month though Marina B updated their website and added e-commerce! If you follow David Webb, they also updated their website increasing their pieces offered that can be bought online. JCK covered it in an article from late January.
In this post I will look at some of the features on Marina B’s website, the product offerings and where they may move towards in the future with e-commerce.
The home page draws you in with Marina B’s bright colors a signature of the brand’s design. Scrolling through the page you see some of the three collections that are on the online shop: Trisola, Trisolina, and Luna.
Then you come to the Jewelry for Muses. I like seeing the celebrities that have worn Marina B through the years, but I think that this is one area that the Marina B team may want to reconsider next time. I would like to see those similar pieces when I click on the photo or see a place above devoted to ‘Who Wore It’ or ‘Worn by’. One site to consider is Kenneth Jay Lane (KJL) who has numerous celebrities wear his jewels. An example of how his site incorporates the story and the sale is Elizabeth Taylor and her famous pendant earring bought by Mike Todd. The Adverturine has more on the history, but here is the KJL version.
A photo of the celebrity wearing the jewels and the product for sale on the site.
Marina B could use Elizabeth Taylor as well who was a customer of Marina B. Marina could mention that the Portanova Diamond Ear Pendants brought in $572,500 at the 2011 Christie’s Auction. Then the website can show that variety as well as other variations of this classic showstopping earring.
A feature that I like as you scroll further is some of the Marina B book by Viviane Jutheau de Witt is available online. It is an out of print book that you can look for on Amazon or Ebay. Ebay is where I bought my copy!
You reach the end of the site to see where the Marina B boutique is located and the hours. Was thrilled to see that they are open to the public Monday through Friday! The picture is visually appealing and is making me consider a mini trip to NYC to see the space!
A quick look at the products online for sale. The table below gives the type and range of prices for the collection and types.
Trisolina is the largest collection ranging from price points of $2,150-$27,500. A few pieces from Trisolina.
The collection ranges from $1,400 to $27,500. The product mix is heavy on rings and bracelets/bangles. I would look at offering more earrings, they are so iconic and show off Marina B’s amazing designs and engineering ability.
Future of Marina B e-commerce
Overall, I like the site, major improvements from the last one. I hope to see more products and more of Marina B’s story come to the site. Also, I think the site should add a high jewelry section to really show the amazing creations that this house is capable of. Have you looked at the site? What do you like or hope to see improved? If you are looking at branching more into e-commerce or want to redo your online strategy give me an email and I’d love to work with you! Thank you for reading Data in the Rough!