A Hong Kong jewelry retailer called Plukka is allowing customers to see and feel their products before committing to buying them.
The firm believes the move is a good way of dealing with the worst retail downturn in more than a decade, with tourists from Mainland China deterred from spending by a weaker yuan and the Beijing government's crackdown on corruption and conspicuous spending,
"We saw that the reaction of consumers to jewelry in person was completely different to online," said creative director Joanne Ooi. "The logical evolution of that phenomenon is how you can give the consumer the opportunity to see the jewelry before they buy it."
The system works like this: Plukka's customers choose products online and then book a 45-minute viewing at home or their office for a charge which is foregone if a purchase is made.
The company, which launched in 2011, said the proceeds of its listing in Australia will be used for a global expansion campaign.
It has a physical store in Hong Kong and plans to open another in London next year. Analysts are divided on the firm's idea, with some saying it could change the way the jewelry sector operates while others say it is just a gimmick.