Shopping: BaubleBar.com

Ever since I read this piece from WWD about BaubleBar.com, a new jewelry web site, I've been poking around to see what it has to offer. While I still don't like shopping for jewelry on-line because I can't touch it and see specific details, the site does offer a range of reasonably-priced costume jewelry that I wouldn't feel too guilty if I bought a piece and it didn't turn out to be what I expected.

Two things struck me about this site - the content above the fold and the expiration dates of the products. The site takes full advantage of its press coverage and mentions right before the fold so shoppers take notice and stay on the page. A smart move on behalf of the site's creator, and something that other new shopping sites should follow. The site also has expiration dates on its products. Items that are in the "Trend Collection" are only available until certain dates - the "Mixed Metal Bangle" trend is available until March 21 and "Fringe Benefits" until April 6. This makes the site feel more exclusive and similar to a flash sale, thus making customers want to buy now, not later. Both are smart business moves that strive to keep the customer on the site and shopping.

Now onto the jewelry itself. There's a good range of delicate everyday jewelry to chunky cocktail baubles and the prices are pretty solid, but there aren't any designer names or brands listed. The items can either be good quality or street vendor quality and be wary of knockoffs, like this wrap bracelet that is strikingly similar to Chan Luu's signature wrap bracelets.

The site's business oriented structure is a smart move but I'd rather spend my money elsewhere for a brand name that offers some legitimacy to the jewelry sold on the site.

Chan Luu

BaubleBar.com