Initially

Initially, Green fretted over the decision to go into online sample sales, but her worries were eased after she learned the names of other reputable jewelers Gilt Groupe had featured at the sales. For designers links of london sale, she says, the site is a great way to get their names out there and an ideal way to offer jewelry at prices more affordable for younger women.

Green says that Emily & Ashley hasn't received any negative feedback from its retail clients, and made sure to avoid any issues by protecting the styles sold in brick-and-mortar stores.

"It's an easy way to move inventory," Green says, adding that the site is also a more convenient way for consumers to shop Links of London Ring.

When choosing which items to feature on the site, Green focused on hitting Gilt's target customers. Specifically, the brand selected pieces with basic colors and simple styles, as well as some designs that had already been featured by the press B Charm.

"We focused on stuff that would read 'Emily & Ashley,'" she says A Charm.

Green says black coral and turquoise did best at the sample sales, as did pieces with price points of $300 and under. The jewelry featured was sold at wholesale prices, on average, she says.

(The Gilt Groupe has set up special access for National Jeweler readers