National Jeweler 2009
Whiteflash.com Chief Executive Officer Debi Wexler compares browsing for jewelry online to the invention of the airplane. People back in the day of Right Brothers found flying ridiculous at first. Today no one thinks twice about jumping on a plane to travel.
"We're in that mode where people still haven't changed their paradigm to buying an engagement ring online. Slowly, slowly, generation by generation, the mindset is changing," she says.
Though hesitant to fully disclose sales results for privately held, Houston based company. Wexler says holiday sales surpassed predications by 20 percent, and year-end sales were up by a "reasonable amount."
"I was surprised because I thought it (sales) was going to be flat, given the downturn in the economy,' she says. "The economy definitely impacts all businesses, whether it's jewelry or computers."
Click and ponder
Here is a tip for brick-and-mortar seeking to better compete with Internet retailers.
Understand there's still business to be had. Even if a consumer buys a diamond online, that doesn’t mean you can't provide the mounting, an appraisal and the wedding bands. It's a big industry out there. There is enough for everyone who believes that the right business model.
About Us
Whiteflash is the first company in the U.S. to specialize in the coveted Hearts & Arrows diamond and bring the sheer beauty of “super ideal cut” to the Internet. Debi Wexler, a computer entrepreneur founded Whiteflash in 2000 bringing an expansive selection of loose diamonds to the Internet, including an exclusive brand of Hearts & Arrows. A Cut Above (ACA™) is unmatched in its brilliance, fire and sparkle and remains the only Hearts & Arrows diamond sold online with advertised standards and a “true patterning” guarantee. In addition, Whiteflash offers original handcrafted platinum and gold settings, diamond engagement rings and wedding bands, custom designs and specialty jewelry.
