Designer to help position online marketplace as trend and fashion-led.
JewelStreet has appointed British jewellery designer Alexander Davis to its advisory board as the online marketplace seeks to reposition its offer as more fashion-led.
The JewelStreet website launched in late 2012 and, rather than operating like a traditional online retailer, has no direct dealings with shoppers. Instead its business model is similar to marketplace environments such as eBay or Etsy, specialising in jewellery only.
JewelStreet said Davis’ appointment coincides with the business launching a strategic re-brand to make it more fashion and trend conscious.
Alexander Davis said: “These days, to be able to grow their brand effectively, designers need to take a multi-channel approach by adding an online outlet alongside their existing retail partners.
"JewelStreet immediately struck me as a fantastic and cost effective way for designers to do this, and to manage and offer their products to the consumer in a fresh and exciting way. I’m thrilled to join the team at a time when we can make a strategic impact on the business and reposition the brand to be very on-trend and fashion-focused."
Davis is known for his award-winning fine and fashion jewellery designs, created under his own-name collection and in collaboration with jewellery entrepreneur Amber Atherton under the Typhoon Palace brand.
The announcement coincides with JewelStreet launching a 360° photography service, providing full animation of a piece of jewellery for £49.99, or a package of four images for £19.99.
Rob Passmore, co-founder of JewelStreet, said: "Good photography that enables a customer to see and feel the piece is the secret to selling effectively online.
"We have launched this service as there just wasn’t a cost effective and high quality solution out there that met our designer’s needs. We have been thrilled by initial the uptake of the service especially as existing JewelStreet designers benefit from a buy one get one free offer.”
Passmore said JewelStreet is aiming to become the default location for jewellery designers to set up their boutique online for free. Designer selling through JewelStreet receive 80% of the net retail price.