Tennis Necklaces
Long before I dreamed of tennis rackets, I dreamed of tennis necklaces (and tennis bracelets. And, diamond stud earrings.) And so today, let’s discuss the type of tennis that comes naturally to me.
Let’s Go-to-Diamonds.
One day, if I ever get my nerve, I’m launching a business. I’m selling diamonds (well, jewelry, but only the diamond variety). I’d sell in the most DTC savvy, direct-response, Go-to-Market like it’s 2023 style way I know how.
Ahh, yes. I can see it now. Think Ring Concierge meets Assouline meets Harry Winston meets Djerf Avenue meets Jennifer Fisher meets Foundrae meets a website that is OPTIMIZED TO THE TOOTH (this part I know I can do).
Harry Winston standards, with DTC execution on lock. Old World meets New World. The dream.
And, I’ve said it before and I will say it again. DTC fine jewelry is the single BEST vertical in all of Ecommerce. Maybe in all of commerce. Why?
The margins + AOV + on-demand inventory + shipping weight are a DREAM. It’s all about that high AOV, baby! And, as you know, diamonds are forever.
Sure, there are some things that definitely could go wrong:
: It’s a congested space and the most premium DTC fine jewelry brands are very well funded and okay with losing money for forever.
: VTO (virtual try on) for jewelry isn’t as far along as it should be.
: The buyer isn’t usually the end consumer.
But, even the best verticals have challenges. THAT’S WHAT MAKES IT FUN — and what will keep competition at bay. There’s 1 thing I should mention. When I say DTC fine jewelry, I mean I already know exactly what my SKU mix will be.
And, because we’re FRIENDS, here’s exactly what I’d want to sell (if you beat me to it, good on you- my only ask is that you please make millions and millions of dollars). ❤️
I would sell the following, and the following ONLY:
: Diamond tennis necklaces (GIA certified, colorless D, E, and F, VS1 or VS2)
*Sold in only 3 different carat weights max
**Sold in only 3 different metals (yellow gold, white gold, and platinum)
: Diamond tennis bracelets (GIA certified, colorless D, E, and F, VS1 or VS2)
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* Sold in only 3 different carat weights max
**Sold in only 3 different metals (yellow gold, white gold, and platinum)
: Diamond stud earrings (GIA certified, colorless D, E, and F, VS1 or VS2)
*Sold in only 3 different carat weights max
**Sold in only 3 different metals (yellow gold, white gold, and platinum)
No engagement rings. No lab-grown diamonds. No variations.
The classics. Cold, hard, diamonds for the everyday.
I always say that I’m sure I’ll change my mind, except I hope I don’t. Give me 10 years, okay? ♀️ ♀️