Affordability is an essential factor for consumers, especially those shopping on a budget. Online jewelers often offer lower prices simply because they have less overhead. Brick and mortar retail jewelers have higher rent, personnel, security, and storage costs, just to list a few.

The very nature of e-commerce cuts out the middlemen, offering wholesale prices to the end consumer. The overhead for online jewelers is minimized, and price comparisons with other platforms keeps markups lower as well. For instance, you can save 30 to 50 percent over a brick and mortar purchase when buying an engagement ring online. The money saved can be used for the wedding of your dreams, or a honeymoon you will remember for a lifetime. Barbara Diggs of Bankrate explains, “It may not be as romantic as entering a brick-and-mortar store to buy an engagement ring, but buying online can save you enough cash for many romantic nights.”

The digital era has ushered in innovative ways for people to shop. It has also given consumers a powerful tool to browse multiple jewelers and compare prices from the comfort of their sofas. Are brick and mortar retail jewelers a thing of the past? Those who fail to optimize their online presence via e-commerce will certainly join the hundreds of retail jewelers who have already closed their storefronts for good. With quality selection, budget friendly prices, and expert support, consider Brilliance.com the next time you want to treat yourself, or a loved one, to a little something special.