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Diamonds Direct is one of the largest U.S.-based high-end jewelry retailers, boasting 60 years of experience in the business. With a legacy spanning over half a century, they have established a robust presence with thousands of active customers. Their reach is extensive, with millions of orders coming from both eCommerce platforms and brick-and-mortar retail stores across 13 states.
The Challenges
Diamonds Direct’s legacy platform was hindered by several limitations: no headless capabilities, poor content management, and dependency on developers for even minor updates. Its inadequate search and merchandising systems, combined with disconnected technology stacks and siloed data, led to a poor omnichannel experience and limited site performance.
95% of Diamonds Direct's sales came from brick-and-mortar locations and expanding their reach beyond the 27 physical markets was challenging. Their goal was to shift a significant portion of sales online while continuing to drive foot traffic to physical stores.
Diamonds Direct was seeking a solution that could unify customer data across 10+ systems and personalize every customer touchpoint—online and in-store. They required a platform that could work with minimum customization and help them revamp their old website - a custom-built combination of multiple tools and technologies, to achieve content and commerce autonomy for their eCommerce team.
Rachel Scholan
VP of Digital Strategy, Diamonds Direct
Experro Transformed Our eCommerce Growth
Revitalizing our platform required us to transform our online business, focusing on functionality to deliver an elevated customer experience, while simultaneously prioritizing stability, scalability, and security. With the support of Experro, we were able to boost our online presence and exceed expectations, offering personalized customer journeys, heightened engagement, and full flexibility on both ends.
The Solution
Diamonds Direct embarked on a full digital transformation with Experro, overhauling both the front and back end to improve engagement, customer loyalty, and sales.
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Cutting Edge Headless Architecture: The shift to a headless CMS architecture transformed all customer-facing channels, allowing seamless and hyper-personalized shopping experiences. This led to more impressions and highly engaged online shopping sessions.
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AI-Powered Search and Personalization: The new AI-driven search tools offered an Amazon-like customized experience, remembering where customers left off and tailoring product suggestions based on behavior and preferences. This feature was particularly important for jewelry buyers seeking specific qualities like clarity, cut, and carat weight.
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Enhanced Product Description Creation: AI has become a crucial tool for generating high-quality product descriptions. By inputting basic information, the team could quickly refine average descriptions into polished, ready-to-use content, enhancing overall efficiency and consistency.
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Custom Product Configuration: A "Ring Builder" feature now allows customers to design their own rings by selecting the mounting, diamonds, and other components, with a real-time visualization of the product on their hand.
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High-Resolution Product Visualization: To replicate the in-store experience online, customers can now view detailed images of jewelry and use virtual try-on features. The complexity of jewelry design required an optimized system to handle large, detailed images with 360-degree views and fast load times.
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Real-Time Analytics: With instant access to analytics, the Diamonds Direct team can quickly identify what’s performing well and what needs adjustment. This immediate insight allows them to fine-tune strategies on the fly, optimizing performance and ensuring better decision-making.
