The first 585 Gold store was opened in 2000 in Saint Petersburg, and for over 22 years has been considered to be the leader of the Russian jewelry market. Today, the network comprises over 250 jewelry stores across Russia and an online store boasting over 500K monthly visitors. The brand is very popular and loved by Russian customers for its grand assortment of jewelry offered at very affordable prices and regular special offers. 585 Gold is an honorary member of the Russian Guild of Jewelers that provides significant support to Russian jewelry makers.

When it comes to purchasing jewellery, customers want to touch the item, look at it from all angles, to try it on, and so on. People want to feel and experience the product because they need to be sure of their purchase decision. And trust here means everything. 585 Gold wanted to boost brand trust in ecommerce and try to recreate the essential shopping experience for their online customers.

In September 2021, 585 Gold launched live video sales from one of its flagship stores. All of the products were stocked in the physical shop that was connected to the “see live” eyezon button on the website. The button was displayed only to those who visited the online site from the flagship store. The brand created a special stream zone with a ring light and ensured high video quality. Designated product streamers interact live with customers demonstrating jewellery from all angles, showing how it can fit and comparing it to other products. Online shoppers can meticulously study each item, appreciate the shade, shape, and all of the other very important details of the jewellery they are interested in, and then make a purchase decision they will feel great about. After the first few weeks of the test period, initial sales were made during personalized, on-demand live streams. The brand has also enabled data collection, asking online customers to share their phone numbers prior to sending the request for a stream. Though data collection lowers conversion rates from button clicks to sent requests, it provides additional leads, which are added to the brand’s CRM system.

Online customers obviously love the new service. On average, there are about 200 live video interactions, and every 10th ends with a sale. The average stream duration is 30 seconds, which means that customers need to see the product in real life to make their final purchase decision.