How Amazon made its jewellery stock rock

© Written by Rachael Taylor for The Financial Times

When Julian Exposito-Bader joined Amazon as head of buying for watches and jewellery in the UK, he was baffled: “Like everybody, I used Amazon for lots of things, but I was like — who is buying all these diamonds?”

Amazon UK had been selling jewellery, mostly diamond engagement rings and wedding bands, for five years when Mr Exposito-Bader joined in 2012. The Venezuelan had had a long and varied buying career that included sourcing children’s books for the now-defunct Borders, stationery for WH Smith and food for Marks and Spencer.

But Amazon lacked credibility within the industry. Through a charm offensive over the past four years he has convinced the sector that the site is not just a go-to for budget books and discount electronics, but can also sell jewels worth thousands of pounds…

This story was originally published in the November 11, 2016, edition of The Financial Times. Read the full story here.

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