Jewelry designers discover the sample life

New York

-- After witnessing the bargain-induced hysteria that goes on at a typical sample sale, Harvard graduates Alexis Maybank and Alexandra Wilkis Wilson wondered if they could shift that consumer enthusiasm to a more tranquil environment links of london sale . 

"It just seemed like the perfect business to bring online," says Maybank, chief executive officer of Gilt Groupe, which runs a sample sale for jewelry and clothing on Gilt.com and was founded last November.

Held exclusively online for 36 hours -- or until everything is sold out -- the sample sales feature a revolving array of specific designers, a different one for each sale. Some of the jewelry items up for grabs were discontinued while others were created just for Gilt Jumbo Charm.

A team of buyers chooses which established and up-and-coming designers are featured. Wilson, the chief merchandising officer, says that she goes after brands that will resonate with members, including international ones.

Judith Ripka, the first jewelry designer to be featured, has reappeared due to the brand's popularity,

Wilson

says.

"[Judith Ripka] solidified jewelry sales as an important category for Gilt,"

Wilson

says, adding that all of the company's jewelry sales have been successful, and most sell out in hours. Gilt has also held sales featuring Kwiat, John Hardy and Links of London. Additionally, the company has observed that customers are loyal to specific brands, generally buying multiple pieces under the same label.

But while bargain jewelry found online may thrill shoppers, brick-and-mortar jewelers aren't so enthused Bookworm Charm.

Barbara Radus of Jewels by Joseph in

Newport Beach

,

Calif.

, says she doesn't like the idea of online jewelry sample sales, unless they offer strictly out-of-date merchandise.

Given the jewelry industry's competitiveness, coupled with the rising price of precious metals and her store's own geography --

Newport Beach

,

Calif.

-- Radus says retailers such as herself have no choice but to carry the brand names that have exclusive appeal, and she's angered at the thought of designers offering discounts Classic 18ct Gold Maple Leaf Charm.

"I'd get really peeved if I found my vendors on there," she says. "It's a struggle for small, independent retailers."

Gilt Groupe wasn't specific about what deals it had set up with which vendors.