Retail News

The Pandemic Closed Jewelry Stores—So the Gems Came to Us Instead

The jewelry house call, standard practice a century ago, makes a triumphant comeback in the midst of the coronavirus.

When a Cartier client was celebrating a significant birthday recently, representatives from the maison presented a selection of jewelry at the family’s backyard party so the birthday girl could choose her favorite piece. “It truly transcended the transactional,” says Mercedes Abramo, president and CEO of Cartier North America, “and became an incredibly personal celebration.”

This isn’t Cartier’s standard protocol, but with the coronavirus pandemic, its resulting travel restrictions, and a hesitancy on the part of customers to return to stores, the jewelry house call is staging a comeback.

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