LONDON — Jewelry makers are starting to turn to the internet to learn how to make better quality, more affordable and durable jewellery.
The process, which started with niche brands like Tiffany and Alexander McQueen, has taken off in the past two years and is gaining traction across the world.
Its been a success, according to Johnnie Dang, president of the world’s largest jewelry makers.
“The internet and online shops are very good for us because the quality is so good and it’s so easy to order,” he said.
Johnnie Dangs newest creation, the $10,000 necklace, is made from a combination of stainless steel, silver and gold.
It’s an all-American style piece that can be worn on any day and is also extremely durable.
When I started, we used to use this stainless steel for all the jewelry we made.
It was just one of the first things we tried out, Dang said.
Dang said he used to buy gold in bulk from China.
He said now, he uses about 2 to 2.5 tons of the precious metal.
If you look at it, the metal is so light that it would be like taking a piece of paper to the bank and depositing it into the machine,” he added.
Dangs jewelry is made with a high-quality process, he said, and he has used the metal for years.
There is a lot of pressure on him to get the quality right.”
I have to be able to control the quality and be able tell people that they are making a great piece,” he told CBS News.
The $10 million necklace was made with stainless steel.
It’s not a flashy piece, but it is an excellent piece.
The necklaces are made in a factory in South Carolina and they are hand-assembled and tested before being shipped to customers in New York, the U.K., Hong Kong and China.
It takes about eight weeks to make the necklace, which is a $200 piece.
For the $20,000 item, Dangs company produces stainless steel rings, and it is not as expensive as the $50,000 pieces.
Dangers of the internetAs the process is growing, so has the scrutiny it is receiving.
People are becoming more savvy about buying from the internet, Dange said.
The internet is a very expensive place to make money.”
We have a lot more pressure on us to be in control,” he explained.
Dange said his company is working to make more and better quality jewellery, but said the biggest challenge is how to get consumers to pay for it.”
It is not just the quality, but the process,” he advised.
So, DANG says he is working with online companies to make a better product that is easier to order and more affordable.
But the online marketplace, he added, has also been a source of stress for the business.”
People don’t trust that people are actually getting what they pay for,” Dang explained.
And that’s something that has gotten harder as the internet has become more widespread.