Your Gem TV
Online jewelry retailer Ice.com is taking inspiration from the success of home shopping networks and adding a video network called IceTV to entice online shoppers with sound and motion. The premiere video, Spring 2007: The Newest Hottest Latest Trends, is more MTV than QVC, with a camera zooming around a model wearing trends like geometric shapes, hoops, long necklaces, big bold rings, and other styles. Links to product are right next to the video. Future segments will include educational videos like how to buy a diamond and clips on what the stars are wearing. And Ice.com isn’t the only retailer adding online video content to its site. Home Depot now has instructional videos and Baby Universe.com goes even further with a live online tv channel called BabyTV, including ads from manufacturers. Will watching videos on products and other topics inspire purchases or will it distract consumers away from the buying process? Either way, the linking of retail and video is clearly an idea whose time has come.
The linking of magazines and video is also an idea whose time has come. In fact, Modern Jeweler now has an exciting new Jewelry Video Network designed for retail jewelers with videos on diamonds, gemstones, pearls, jewelry trends, manufacturing, and events attended by our editors. It’s the tube for you. We will be posting more videos every week. Future videos will include a look at exciting new jewelry collections launched in Basel this year. Like the videos on Ice.com, the technology is key: you’ll find the videos load quickly and play smoothly with no special software required.
