Emitations.com is an online retail jewelry store specializing in imitation celebrity jewelry. Emitations targets women of all ages who enjoy celebrity trends, fashion and gossip. While Emitations' revenue is generated solely from online sales, much of its traffic is attributed to fans seeking up-to-date articles about celebrity fashion and trends.
Emitations History
editAu-Co Mai founded Emitations.com in 2001. Emitations began as a project for an economics class at University of California, San Diego. Noting America’s (and her own) fascination with celebrity, she postulated that imitation celebrity jewelry had a bright future. As is the case with many start-up internet companies, Emitations first sales were made over Ebay. In 2002, Emitations moved to its current headquarters in the Mission Valley area in San Diego, California.
As of 2005, Emitations made the list of “Top 500 E-Commerce Sites”.
Products
editEmitations attempts to replicate the celebrity look with less precious metals and stones worn by the stars. Certain materials are consistently used to keep prices reasonable. Instead of platinum or white gold, Emitations substitutes sterling silver. To simulate the look of gold, they use gold-plated brass. Instead of diamonds, emeralds, or other precious stones, Emitations uses various colored cubic zirconium. Thus, a ruby ring might be replaced with a red cubic zirconium in an attempt to replicate the authentic look. These changes can significantly lower the price of an item.
Celebrity Connection
editEmitations sells jewelry products and accessories that are similar to those worn by celebrities in their personal life and on screen. For example, one item Emitations sells is an imitation Algerian Love Knot like the one worn by Vesper Lynd (played by Eva Green) in Casino Royale. This is an example of an item that is popular due to a movie character. Emitations also sells products that are imitations of items worn by celebrities in their personal life. These items are often seen in photos in magazines covering red carpet events.