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WhatsApp Becomes Store Front in Selling Engagement Rings, Forbes Says

Dec 3, 2015 5:26 AM   By Rapaport News
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RAPAPORT... London-based jeweler Rare Pink, a start-up that sells bespoke engagement rings, has been told by a tenth of its clients to communicate exclusively through mobile app WhatsApp, according to Forbes.

Everything from designing and choosing jewelry to negotiating a price is often done via the Facebook-owned personal messaging application, with only the payment being made on the website, Forbes said in its report. The average sale price is $4,500.

Many of Rare Pink’s clients are men who prefer to conduct research without running the risk of being caught as a user-targeted advertisement that pops up automatically on a laptop screen would spill the beans and kill the surprise element. The messaging service also helps in getting around restrictions on accessing personal e-mail accounts or social media while at work.

“Most of our customers are men who are worried about the whole secret being caught,” Forbes cited Rare Pink’s co-founder and chief executive officer Nikola Piriankov as saying.

The company first started communicating with its clients via WhatsApp in early 2015. It found couples will often participate in the discussion together, sharing ideas with the jeweler through a group conversation.

About 5 percent of the company’s customers are either based in China or Chinese customers located in the U.S. or U.K, the report said. Sales associates talk with the Asian nation’s customers on WeChat, a messaging app developed by the country’s Tencent.
Tags: Digital sales, engagement rings, london, marketing, mobile apps, Rapaport News, retail, u.k.
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