When my opal jewellery business, Black Star Opal, was targeted last year by online scammers, the experience was infuriating and heartbreaking.
Although my website is secure for shoppers and was not hacked, scammers copied my images and product descriptions to establish a series of ‘ghost stores’. It was an eye-opening experience, and in that moment, I could see how easy it is to believe that the internet is a dangerous place and that online jewellery retail is a risky business. You might think you’re better off sticking to in-person sales; however, that can be the wrong conclusion.
There’s no doubting that ghost stores and online scammers are a serious problem. With that said, they are not a reason for legitimate jewellers or consumers to avoid the internet. With the proper education and protections in place, online retail is one of the most powerful tools we have to showcase Australian gemstone products.
This is particularly important for the opal industry. I don’t believe that online shopping will ever completely replace physical stores. We’ve run our bricks-and-mortar store, The Opal Centre, for almost 40 years, and it isn’t going anywhere soon.
In today’s competitive market, an omnichannel approach that integrates online and offline experiences is essential for reach and sustainable growth. It’s not just viable; it’s vital.
Jewellers can’t afford to lose the internet
More and more Australians are using the internet to shop for jewellery, and this isn’t a passing trend - it’s fuelled by convenience and habits formed during the pandemic.
Furthermore, Australia produces more than 90 per cent of the world’s gemstone-quality opals. These gemstones are sought by collectors and jewellery lovers in every corner of the globe. The internet is our gateway to those lucrative international markets. It’s also the most efficient avenue to reaching local consumers who don’t have ready access to quality opal products.
There’s strength in numbers, and if jewellers retreat from online retail because of the risk posed by scammers, we make it easier for bad actors to control the conversation.
Legitimate jewellers have the skill, the product, and the story. Our business has learned that a heritage of mining, cutting, and designing opal jewellery is best showcased online. We’ve been able to build a narrative around provenance, ethics, and craftsmanship with a clarity that a quick in-store interaction can rarely match.
The question is whether we are prepared to meet that interest where customers now congregate, which is the internet. More importantly, how do we best protect both our businesses and consumers?
Master the basics
Jewellers can’t control the existence of bad actors; however, we can control our preparedness. For businesses, this starts with fundamentals: a secure website with HTTPS and trusted payment gateways; a verified, consistent brand presence across social media; and clear signposts for customers about your official domain, contact details, and channels.
Reputation is reinforced by the basics, which include an up-to-date Google Business Profile, genuine reviews, visible ABN and industry memberships, and phone and address details. Monitoring your content is important. Make a habit of checking to see if your product photography, copy, or name is being misused.
When a scammer targeted our business, we reported the fake website to its host, lodged complaints with domain registrars, alerted payment processors, and made public statements to warn potential victims. We also assisted customers who had been misled to the best of our ability.
It was time-consuming; however, speed, persistence, and transparency helped to minimise the damage. The overwhelmingly supportive response from customers confirmed a simple truth: decisive action and communication can counterbalance impersonation in the digital age.
Consumers have a part to play as well, and a little research goes a long way. Before purchasing jewellery online, shoppers should verify exactly who they are shopping with by checking the signals listed above: contact information, a physical address and phone number, and active social media.
They must also consider reviews from trusted sources, and confirmation that a legitimate ABN is displayed for businesses.
Prices that seem too good to be true usually are, particularly when paired with a dramatic sob story involving a closing-down narrative. These ads flood Facebook newsfeeds. One practical tip we often share with customers is to use reverse-image search tools to verify that product photos are original to the seller. This isn’t about fostering mistrust; it’s about empowering confident and informed buyers.
Industry leadership is the missing piece
Businesses and consumers can achieve a great deal on their own; however, our industry leaders could be doing more to raise awareness of this issue. I believe the jewellery industry would benefit from a marketing campaign and a central, easy-to-find resource that explains how to identify scam sites, outlining the steps a business should take if it’s targeted by impersonators.
It would also ideally offer consumer education on a safe strategy for shopping for gemstones and jewellery online. Too many of us are handling these issues in isolation, learning through trial and error. A united, industry-led approach would be far more effective.
Our website has connected us with customers around the world who would otherwise be unable to visit our store.
Don’t let ghost stores chase you offline. The internet is not the enemy; ignorance and inaction are. With protections, monitoring, informed customers and industry support, we can build an online jewellery marketplace that is credible and thriving for retailers and consumers alike.
Opals are Australia’s national gemstone. The fire and colour deserve the world’s stage! The internet is that stage and in today’s retail environment, we can’t afford to step away.
Name: Olivia Deskoski
Business: Black Star Opal
Position: Owner
Location: Coffs Harbour, NSW
Years in the industry: 20
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