Photo credit: Tacori
“We wanted to bring the fun back into jewelry and bring the joy out that these moments are meant to be celebrating,” said Bowman.
Tacori unveiled the refresh at this month’s Couture trade show, where Bowman said the response from industry partners was overwhelmingly positive.
“A lot of things we heard were like, ‘Tacori’s back,’ ‘This is the brand you’ve always been,’ ‘It feels like you’ve turned the lights on,’” she said.
Preparing for the future of search
Tacori is also adapting to shifts in how consumers discover and research products.
According to Bowman, engagement ring shoppers visit an average of seven websites and three to four brick-and-mortar stores before making a purchase, with Reddit emerging as a particularly influential source of peer recommendations.
AI-powered search is becoming part of that discovery journey.
- Tacori is already seeing referrals, email signups, and website traffic originating from ChatGPT.
- To better position itself for AI-driven search, the company is migrating from Magento to Shopify, a move Bowman said will improve product data management and SEO execution.
But even as it embraces new technologies, Tacori is drawing clear boundaries around how it uses AI.
“We’re not going to be one of those brands that suddenly AI’s all our 30-second spots,” Bowman said. “That seems antithetical to who we are.”
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