I think the creators of the site http://www.exboyfriendjewelry.com/ are simply courageous. They’ve created a site dedicated to “helping” individuals who still have jewelry from their “ex” but don't want to give it back to them. So here on this website, people can sell or put into auction items left from their “ex”s without revealing neither their own nor their ex partners’ identities.
Maybe some of you have thought about this ideabut had tried to repress it or were just not “transparent” enough to give it a voice? Well, finally some people have done this! And in their own words, they “want to keep things fun and cathartic”. The website is designed around this theme in many ways. First of all, the pre-requisite to post any item for sale is to share the personal story about it. This way, the site is able to differentiate itself from other auction sites by being a gathering place of the broken hearted ones who are after a little touch of humor in life as well as looking to share their experiences mutually with others. A sub-section of the site is a blog where users can post about their ideas about anything (although mainly about “women stuff” like balancing work and relationships, kids, etc). So, they are at the same time trying to create a social community, which obviously is invaluable, also backing this up with their presence on platforms like Facebook and Twitter as well.
No matter how you might feel about your ended relationship, you may not come to accept the idea of making fun about it. For this reason, having an emotional appeal is not sufficient to attract the whole target group. You should also take into account those people who are always more rational in their relationships and also in the “post period” and in my opinion, this website does this in a perfect way by directly referring to rationality in their slogan of “You don’t want it. He can’t have it back”.
It seems like the biggest limitation of the website is its address. Even though any user of any gender can sell the items of his/her “ex”, still the active users as well as the other visitors of the site are likely to be women. In my opinion, the way to overcome this problem may be through viral marketing of the site, emcompassing both genders where the main motive should be about “rational survivors”.
PS. The timing of this blog entry and more importantly the motive of my writing it has nothing to do with what I think about my ex-boyfriends! The only explanation is my marketing-wise interest in the idea :-)
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