Online jewelry and gems provider World Jewels is aiming to dazzle consumers and drive sales via a new mobile commerce site featuring customization capabilities and jewelry-building options, proving that accessories marketers must offer personalized pieces across all digital channels.

The mcommerce site was custom-designed by Unbound Commerce so that customers can experience the same jewelry-building options and features that the regular World Jewels site offers. The brand, which manufactures original pieces in platinum, 14k gold and 18k gold, hopes the mobile-specific package will appeal to a wider audience.

“The new mobile site we built for World Jewels is loaded with features, including full jewelry customization,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston, MA. “Personalization is very important when considering buying jewelry online. Even more so for mobile.”

World Jewels specializes in semi-mounts for a variety of pieces, including engagement rings, wedding band sets, solitaire rings, necklaces, pendants and bracelets.

Omnichannel decision
After World Jewels saw a growing amount of consumer traffic arrive from smartphone devices, it decided to proceed with an omnichannel approach to sales. Now, existing and new customers can shop from anywhere in the world and select gems or jewelry directly from a mobile device.

Users of the mobile site can now view the entire World Jewels product line. All ecommerce functions have also been carried over from the Web site, providing for a streamlined checkout process.

Unbound Commerce ensures that all pertinent product information flows securely and seamlessly from the brand’s current ecommerce platform.

As consumers turn to smartphones and tablet devices for browsing and buying products, it is imperative for other jewelry marketers to also ensure that their sites are mobile-optimized and ready for quick guest checkouts.

User-friendly features
The new site offers consumers more streamlined searching capabilities via a toolbar at the top of the screen. Users may also filter pieces by type of jewelry, such as engagement rings, pendants, gemstones and jewelry for men.

New arrivals are featured with a button in the center of the screen, which then brings guests to a separate page with more filtering options.

Customers that prefer to speak to a representative or need help completing their orders may tap the phone button, a function that all mcommerce sites should offer. A recent report by Contact Solutions revealed that sales assistance capabilities, as well as in-app product suggestions, are imperative for retailers to employ (see story).

If guests are forced to leave the app or mobile site to call or text a sales associate, they will likely be put off from making a future purchase with the brand. World Jewels could also benefit from offering guests suggestions on similar or complimentary pieces once they near the checkout stage.

When customers are ready to pay for their World Jewels purchases, they can simply tap the shopping cart button in the upper-right corner of the screen to view their selected pieces and checkout.

“With Google’s recent announcement that they will be demoting page rank placement for retail sites that are not mobile optimized, going mobile is more important than ever,” Mr. Kerr said.

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York