RAPAPORT... Cherie Dori launched a bridal jewelry sharing platform several months ago called “The Vow,” featuring a ring-finder application for the iPhone, iPad, Android, and Facebook.
Simon Cohen, the president of Cherie Dori, said, ''Today’s typical bridal customers have grown up with mobile phones in their hands and a world of information at their fingertips. Jewelers need tools to reach and engage customers even when they’re not in the store.
''When a bride finds a ring she likes, she typically snaps a picture of it with her iPhone and sends it to her friends,'' said Cohen. ''That’s great, but it does nothing for the jewelry store. With The Vow, all the people she shares the photo with will get your store’s information and a link to your website as well.''
The app allows users to browse diamond rings in high definition and they can share favorite selections with friends via text or email. When the shopper wants more information about a ring, they can inquire through its “request a quote” link, which uses location-based search and sends an email directly to a local jeweler. The app gives the appearance that is unique to that participating retailer. Once the app is downloaded, the user will always stay linked to the same jeweler, even if they browse the app from another location.
Each participating jeweler will gain exclusive market rights to the app, as well as a customized Facebook app that will be embedded on the jewelers’ Facebook page, according to the company. When customers use the Facebook app, it installs on their own page, placing the store’s logo on the customer’s newsfeed page.
Cohen said, ''The sharing power of the Facebook app is 10 times greater than the mobile apps. Using the Facebook app, customers can easily share their favorite ring with all of their Facebook friends. When a friend views your customers ring, your store’s information is now embedded in their newsfeed page as well.''