Ajaline is the name of the new flash sale site for fine jewelry that is set to launch in February. Meeling Wong, former President of John Hardy and Jim Conte are behind the new project. They clarified that they are not trying anything new but want to adapt the model perfected by online retailers like Gilt Groupe. Though, they would like to keep the site somewhat exclusive by restricting themselves to brands like Buccellati, Lagos, and Temple St. Clair.
The site will offer 30 to 70 percent off retail prices, like other flash sale sites, but it will sell only fine jewelry and watches. Because of the brands they plan to sell the prices would be fairly high despite the discounts offered. Industry experts claim that 20% of fine jewelry and watches go unsold every year. Wong is confident that the site is filling a void in the market for leftover jewelry inventory.
There are sophisticated shoppers in smaller cities who are unable to take advantage of sample sales in bigger cities and would be more than happy to be able to access brands like Buccellati and Temple St. Clair on the new site. Flash sale site are sustained by impulse buying and it is not clear if people would go for impulse buying for high end articles but Wong is determined to keep the site focused on high-end brands.