An Australian online jewellery pureplay has become one of the first in its category globally to try its hand at 3D printing. StyleRocks, a customisable jewellery website, is testing the concept as part of the brand’s website revamp. StyleRocks, founded by Pascale Helyar-Moray, launched two and a half years ago and was one of the first jewellery e-tailers to replicate traditional jeweller capabilities online. The website enables customers to choose a piece of jewellery fro
om rings, bracelets, and necklaces, and customise specifications such as metal, colour, engraving, and font.
“Our full customisation capability is what sets us apart in Australia and globally,” Helyar-Moray said.
The introduction of 3D printing attempts to provide customers with a try before you buy experience before heading to the checkout.
For $30 customers can be sent a plastic prototype of a customised women’s or men’s ring ahead of locking in the transaction, with the amount redeemable against the final purchase.
Helyar-Moray told Inside Retail PREMIUM that while the service is aimed at assisting customers with finding the right size ring, it is also bridging the gap between online and offline.
“To the best of our knowledge there isn’t any other fine jewellery company offering this facility either in Australia or globally. It’s just helping us with innovation and being ahead of the game,” she said.
“We’ve done quite a few events and we’ve and our conversion rates just go through the roof. We also understand how hard it is to buy jewellery online. People feel more confident knowing what their ring size is right before going through with the purchase.”
As part of the refresh, StyleRocks has set up a recurring payment mechanism online for items more than $1000.
“Everything is made here in Australia and people love the concept of Made in Australia but the do not love Made in Australia prices, and when you work with the experts you pay expert prices.”
