By Marc Bendall, Christchurch Jeweller
The pandemic changed everything for jewellers. What started as emergency measures – virtual consultations, online showcases, digital payments – has become the new standard for customer service in our industry.
The Rapid Shift
The pandemic accelerated existing trends towards online shopping, compelling retailers to swiftly adapt their business models to cater to shifting consumer preferences. In my Christchurch workshop, this meant quickly pivoting from purely face-to-face service to a hybrid digital-physical experience.
During those early lockdown months, I noticed something fascinating: engagement ring inquiries actually increased. Couples, spending more time together at home, were making life-changing decisions about their future. However, they needed new ways to explore options for such a significant purchase. This drove me to develop virtual ring consultations where couples could examine diamond cuts, settings, and band styles through high-definition video calls.
Beyond Basic Online
Today's customers expect more than just a website. They want detailed photography, 360-degree views, and the ability to connect with the craftsperson behind their piece. Working in Christchurch's jewellery scene, I've found that digital tools enhance rather than replace personal service.
This evolution has been particularly transformative for engagement ring shopping. Traditionally, couples would visit multiple stores, struggling to remember the differences between various diamond cuts or ring styles. Now, I can create digital portfolios for each couple, featuring their preferred diamond shapes – whether they're drawn to the classic brilliance of round diamonds, the elegant lines of emerald cuts, or the romantic appeal of heart-shaped stones. These digital collections allow couples to revisit their options at home, discussing choices privately before making such an important decision.
Virtual consultations now allow me to work with customers throughout New Zealand. Progress photos keep clients connected to their custom pieces as they're being made. Social media showcases the craftsmanship process, building trust and educating customers about handcrafted quality.
The diamond selection process has been revolutionized through digital innovation. I can now show customers high-resolution images and videos that reveal the subtle differences in diamond clarity, color, and cut that affect both beauty and value. This transparency has built tremendous trust, especially when couples are investing in their future together through an engagement ring purchase.
The Hybrid Model
The most successful approach combines digital convenience with traditional service. Customers research online, then visit the workshop for hands-on experience. This hybrid model has proven particularly effective for engagement rings and custom pieces.
For engagement rings specifically, the journey typically begins with online inspiration gathering. Couples browse styles, learn about the "Four Cs" of diamonds, and develop preferences for settings and metals. However, the magic happens during the in-person consultation. There's something irreplaceable about seeing how a diamond catches the light, feeling the weight of different ring styles, and experiencing the emotional moment when the perfect engagement ring is slipped onto a finger for the first time.
I've found that couples who engage with both digital resources and in-person consultations make more confident decisions. They arrive at the workshop educated about diamond quality and ring styles, allowing us to focus on the finer details that make their engagement ring truly special – perhaps a hidden engraving, a unique setting that reflects their relationship, or selecting the perfect diamond that speaks to their love story.
The Personal Touch in Diamond Selection
One unexpected benefit of digital innovation has been the ability to tell the story behind each diamond. Through detailed documentation and photography, I can now share the journey of ethically-sourced diamonds, from their origins to the careful cutting process that maximizes their brilliance. This storytelling aspect has become incredibly important to modern couples who want their engagement ring to reflect their values.
The digital tools also allow for unprecedented customization in engagement ring design. Using 3D modeling software, couples can visualize their ring from every angle before it's crafted. They can see how different diamond sizes will look on their hand, compare various setting styles, and even preview how their engagement ring will pair with potential wedding bands.
Looking Forward
Digital transformation in jewellery isn't about replacing personal relationships – it's about enhancing them. The Christchurch jewellery market has embraced innovations that make quality craftsmanship more accessible while preserving the human element that defines exceptional service.
The future of engagement ring shopping will likely see even more integration between digital convenience and personal service. Virtual reality could allow couples to "try on" rings from anywhere in the world, while AI might help match couples with diamond cuts that complement their lifestyle and personal style. However, the emotional significance of choosing an engagement ring – that symbol of commitment and love – will always require the human touch that only a skilled jeweller can provide.
The pandemic may have forced rapid change, but the benefits extend far beyond crisis management. Digital tools have made the jewellery experience more transparent, accessible, and engaging for customers who value authentic craftsmanship. For couples embarking on the journey of selecting an engagement ring, these innovations have created a more informed, personalized, and ultimately satisfying experience that honors both the significance of their commitment and the craftsmanship that will celebrate it for generations to come.
Marc Bendall is a Christchurch Jeweller specialising in custom designs and digital innovation in traditional craftsmanship.
Call now on: 021 896 667 or book a private consultation at our studio
