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Is Your Wholesaler up to Scratch? [4] – Pictures

What you see is not always what you get.

It’s a sad truth when it comes to buying jewellery online that the pictures and the jewellery rarely match up. In some cases you might find yourself browsing a catalogue of what appears to be truly beautiful necklaces and bracelets, only to find a week or so later that when your package arrives it’s filled with light, plastic items that bear only a rudimentary resemblance to what you saw on the website.

The flip side of the coin is when you’re faced with images of such poor quality that you are unable to determine if it’s worth the risk placing even a sample order: are the images of such poor quality because the jewellery is of poor quality? Or is the jewellery first class, while the photography leaves a little to be desired?

Either way, for good or ill, you can’t always trust that what you is what you are going to get.

What does this mean for working out if your wholesaler is up to scratch? Do you not buy from them because their images are too good, and you don’t believe that the jewellery can possibly be of the same quality, not at sub £5 prices at least? Or do you not buy from them because the images are so bad that the jewellery could not possibly be any better?

You need to find a middle ground. Wholesale images should not be the same as attractive images aimed at consumers. If the images have the look of a professional fashion photographer, complete with perfect pixelation and photoshopped to the nines, chances are you are going to be disappointed. This sort of photography has its place on retail websites, where a single item price often hits the £50 mark, and where the quality is expected to match that price. But it has no place on a wholesale website. As retailers, you need to be able to see the jewellery for what it is — warts and all — and photoshopped images do not allow you that option.

Obviously, if the images are of such low quality that you cannot determine the attractiveness or quality of the jewellery, then you cannot make the purchase, and you shouldn’t even place a sample order.

So what is the middle ground?

Look for pictures that allow you to accurately judge the style, and to get a feel for the size and weight of the items. You’ve probably been in the business for a while now, so you know what a clasp looks like from even a sideways angle — you don’t need to see the 360, rotating image that has become so popular on jewellery retail websites.

Look for consistency across the images on the wholesalers website. If they use stock images provided by their various suppliers, you can’t accurately compare the different styles, as they will appear on different coloured backgrounds, come in varying sizes and resolutions, and be displayed differently. If the wholesaler takes their own photos, or has them taken, the setting will usually be the same for each piece, making comparison easier.

When it comes to sourcing stock online, pictures are hugely important, as it’s one of the strongest influencers over which lines you buy, and — initially at least — over which supplier you choose to buy from.

Rule 4: Are the stock images consistent and non-photoshopped?

27 Jun 2013

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