SOURCE: Melrose Jewelers

Melrose Jewelers

December 15, 2011 06:26 ET

Melrose Jewelers' Facebook & Social Media Strategy Featured in Internet Retailer Magazine

Melrose Jewelers' CEO Krishan Agarwal Explains His Company's Facebook & Social Media Strategy to Internet Retailer Magazine

LOS ANGELES, CA--(Marketwire - Dec 15, 2011) - Melrose Jewelers secures $2 million in sales via Facebook.

The web-only watch retailer has 180,000 fans, a 600% jump from last year.

By Stefany Moore
Research Analyst
Internet Retailer

Luxury watch and jewelry e-retailer Melrose Jewelers says its recent social media push is paying off. The three-year-old merchant boosted its Facebook fan base more than 600% in one year and says its social media fan base of about 180,000 has helped generate nearly $2 million in sales.

The e-retailer has focused much of its social media efforts in the last year on appealing to aspirational customers, or consumers that can just barely afford its high-end products, says president Krishan Agarwal. The average price for products on is about $5,000. "The average customer comes to our web site because they love the idea of a Rolex and they've always wanted one. They have goals and they want social status as well."

One of the fastest ways the retailer generated new fans was to give consumers who "Liked" the retailer on Facebook $75 MJ Dollars that they could apply toward a purchase on The e-retailer tracks social media-generated sales based on the credit redemption. The e-retailer also ran a campaign that awarded $150 to customers who took a picture of a watch they had purchased from Melrose and posted a testimonial about it on the retailer's Facebook page. "There were around 5,000 customers that posted all over our wall," Agarwal says. "What happened is that when you see 5,000 people on Facebook talking about how great of a company we are, we got a lot more customers."

The e-retailer has been integrating social marketing into most aspects of its business over the last year, Agarwal says. This includes mentioning the number of Facebook fans it has in a recent Groupon offer, adding the "Like" button to product pages on its e-commerce site and highlighting its social media campaigns in its e-mails to customers.

Melrose Jewelers also used Facebook to help potential customers find a watch suited to their tastes. A "Which Rolex Are You" Facebook app developed for the e-retailer by Wildfire Interactive Inc. asks consumers to fill out a five-question, multiple-choice questionnaire about their tastes in food, exercise routines and the first watches they owned. The app then asks for shoppers' e-mail addresses and gives them a watch profile that best suits their responses, such as, "You are a Men's Stainless Steel Dial Flutel Bezel Rolex Datejust. Youthful and full of energy."

Agarwal says he launched Melrose Jewelers in 2008 as a hobby when he was in grad school. The retailer operates e-commerce sites in the U.S., Canada, the United Kingdom, continental Europe, Latin America, Asia and the Middle East. In addition to luxury watches the sites also sell diamond jewelry and engagement rings.

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About Melrose Jewelers

Melrose Jewelers, is the nation's leading online retailer of authentic luxury wristwatches, Leveraging its relationships with the industry's leading manufacturers, Melrose Jewelers acquires authentic luxury timepieces at the most accessible prices and ships them to customers overnight. Their extensive product range includes Rolex, Cartier, Breitling, Patek Philippe and Panerai as well as custom diamond jewelry ranging from engagement rings, earrings, necklaces, and pendants. Since the company's inception, the online retailer has grown to over 70 full-time employees with an average age of 26, opened offices in 5 countries including London, Toronto, New Delhi, and Venice and surpassed enormous obstacles during the second worst economy in history to increase revenues by 212% since inception. Since launching, the website has captured nearly 1% of the U.S. market recording over 1.8 million users and over $10 million in its last fiscal year. Melrose Jewelers is a proud member of the Jeweler's Vigilance Committee, the Manufacturers and Jewelers Association of America, the International Watch & Jewelry Guild, the National Association of Watch Collectors, and the California Sheriff's Association. Melrose Jewelers uses only Conflict-Free Diamonds and those imported through the Kimberley Process as signed into act by U.S. Congress in 2003. Melrose Jewelers is not an authorized agent or affiliated with Rolex Watches, Rolex USA, Rolex S.A., Rolex International, Breitling, or Patek Philippe luxury watches. Rolex Day Date, Rolex President, Rolex GMT Master, Rolex Daytona, Rolex Oyster Perpetual Datejust, Rolex PearlMaster, Rolex Masterpiece, Rolex Watches, Rolex Submariner, Rolex Yacht-Master, Rolex Explorer and Midsize Rolex and Sea Dweller are all trademarks of Rolex S.A. Melrose Jewelers' watches contain custom, aftermarket diamonds which will void the warranty of new Rolex watches. Melrose Jewelers warranties its watches directly and Rolex S.A. has no obligation to warranty any Rolex President watches sold by Melrose Jewelers.

The Melrose Jewelers watch blog, known for Used Rolex Watches is the world's largest independent forum website about Rolex events and Rolex and other luxury watches in pop culture. With over 300 user-posted articles and new articles and commentary updated daily, the Melrose Jewelers Rolex Datejust blog contains articles about Rolex watches owned and popularized by Matt Barkley, Andrew Luck, Barack Obama, Warren Buffett, Steve Jobs, Cristiano Ronaldo, Sienna Miller, Sean Penn, Courtney Cox, Andy Roddick, LeBron James, Tara Reid, Danica Patrick, Matthew McConaughey, Steven Wynn, Calvin Klein, Jamie Lynn Sigler, Eva Longoria Parker, Tobey Maguire, Michael Dell, Ashton Kutcher, the Jonas Brothers, Rafael Nadal, Roger Federer, Colt McCoy, Sam Bradford, Adriana Lima, Arnold Schwarzenegger, Bill Murray, Barry White, Anne Hathaway, Michael Jackson, Tony Soprano, Lindsay Lohan, Eddie Murphy, Anish Kapoor, Tom Selleck, Jennifer Garner, Donald Trump, Jennifer Lopez, Lance Armstrong, John Mayer, Cameron Diaz, Justin Timberlake, Brad Pitt, Drew Barrymore, Matt Lauer, Sophie Marceau, Tim Tebow, Jay-Z, Zara Phillips, O.J. Simpson, Madonna, Ana Ivanovic, Jennifer Aniston, Paris Hilton, Orlando Bloom, Tupac Shakur, Cuba Gooding Jr, Lily Allen, Kim Kardashian, Khloe Kardashian, Kourtney Kardashian, Scott Disick, Lamar Odom, Johnny Depp, Steven Spielberg, George Lucas, Noomi Rapace, Michael Fassbender, Nick Jonas, David Henrie, Sylvester Stallone, Tom Cruise, Idris Elba, Justin Bieber, Selena Gomez, Paul Rudd, Seth Rogen, Amy Adams, Chuck Norris, Nicole Kidman, Robert Pattison, Taylor Swift, Taylor Lautner, Martin Scorsese, Taylor Kitsch, Ryan Reynolds, Kristen Stewart, Antonio Banderas, Selma Hayek, Zach Galifianakis, Amy Sedaris, Robert Downey Jr., John Favreau, Michael Bay, Daniel Craig, Hugh Jackman, Chris Hemsworth, Chris Evans, Samuel L. Jackson, Scarlett Johansson, Mark Ruffalo, Edward Norton, Demi Moore, Keanu Reeves, Charlie Sheen, January Jones, Vinnie Jones, Leonardo DiCaprio, Christian Bale, Joseph Gordon-Levitt, Anne Hathaway, Christopher Nolan, Tom Hardy, Jennifer Lawrence, Liam Hemsworth, Daniel Day Lewis, Daniel Radcliffe, J.K. Rowling, David Fincher, Andrew Garfield, Jessie Eisenberg, Rooney Mara, Aaron Sorkin, Henry Cavill, Peter Jackson, Mickey Rourke, Terry Crews, Ben Stiller, George Clooney, Tiger Woods, Ryan Gosling, James Franco, Danny Boyle. Blog postings on the MJ Rolex Watch Blog are submitted by independent Rolex enthusiasts and not by Melrose Jewelers.