Jewel of the Month Club
Remember those book and record clubs? Once you signed up, you would get a delivery of a pre-selected item every month. QVC is now applying the concept to jewelry too with its new Auto-Delivery Jewelry program. For example, you can buy a sterling silver Judith Ripka cross charm bracelet for $84.78 plus shipping and then every month for five months they will send you another cross charm to add to that bracelet and bill you $35.54 plus shipping. Other Auto-Delivery jewelry items include a collection of thin 14k Eternagold bangles for $186 each, sterling turquoise pendant collection, each $127.62, and a Judith Ripka heart charm bracelet. This seems like a clever way to get beyond price point resistance. That charm bracelet is $292.30 and the stack of four bangles is $768.88, perhaps beyond the impulse level for QVC customers. Does it work? Both Ripka bracelets are “waitlist only,” so maybe it does.
