The impact of digitalization on the development of jewelry retailing

This article is devoted to the study of the impact of digitalization on the development of jewelry retailing. The paper provides a comprehensive analysis including historical and theoretical foundations of digital transformation of the industry, empirical case study of Pozolotka company and assessment of the role of digital technologies in the formation of sustainable competitive advantage in jewelry retailing. The study demonstrates how the gradual transition from traditional stores to network trade and online platforms is accompanied by the introduction of modern Big Data tools, cloud technologies, automation and digital marketing. The empirical analysis on the example of the company “Pozolotka” shows that consistent application of digital solutions (online platforms, quick feedback systems, voting for new designs) contributes to expanding the customer base, improving the level of service and entering the international market. The article develops the concept of “superdrivers” of digitalization, which integrates various technological directions and serves as a basis for the formation of competitive advantages. The methodological basis of the research includes system analysis, comparative analysis and causal modeling. The practical significance of the work lies in the possibility of applying the results obtained to develop effective strategies of digital transformation in jewelry retailing.