November 8, 2000
Enjewel is an online store for everyone. Jewelers and manufacturers can join Enjewel and make money from online sales while gaining more customers for themselves. Consumers can shop at Enjewel for jewelry from "the designers they know," and after the sale they can depend on local jewelers to attend to any service need. It's a situation where everyone wins.
For the consumer, does Enjewel provide a winning shopping experience? Overall, yes. Navigating the online store isn't tough. The top navigation guides customers to the parts of the site not in the store links go to the "shopping bag," "Enjewel advisor," "in the news," "help desk," "my account" and "about Enjewel." The side navigation leads users through different parts of the online store. Shoppers can browse jewelry, bridal, watches, gems & pearls, designers or gift ideas. For each category users choose, the related sub-categories appear below the left navigation bar. This organization helps customers find what they are looking for, and in case customers want a quicker route to the diamond necklace or other item they desire, they can do a keyword search from any page in the site. Search results are accurate and even return images of the products.
When browsing products, six product images with short descriptions appear on each page. Pages for the individual products include a medium-size image, a detailed description and images of matching accessories. Checkout is simple, but customers are required to choose a local jeweler from Enjewel's network as their "personal jeweler." This could frustrate to customers who don't live anywhere near an Enjewel affiliate jewelry store.
Help isn't far away for customers with questions about shopping at Enjewel. The "help desk" provides information about everything from privacy policies and shipping to how to shop at Enjewel and information about Enjewel's affiliates. For customers looking for a perfect gift, Enjewel provides a variety of gift ideas. If customers still can't find the answer they are looking for, they can e-mail or call Enjewel's customer service department.
- by Julia M. Duncan