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Diamond Nexus launches new website to continue growth as top internet retailer


Since the company was founded in 2004, Diamond Nexus has quickly become a dominant force in the jewelry industry.  Already number 302 on Internet Retailer’s IR500 list of America’s Largest E-Commerce Companies, and a top ten online jeweler, the company has plans to accelerate their growth over the next few years.  The linchpin to their future success lies in their newly updated website.  

The forth iteration since they first opened, the new site is meant to improve shopping for consumers, provide more robust information about their product and create a social shopping experience unlike any other jewelry company online.  The company’s CEO, Gary LaCourt, explained that the new site is an important steppingstone for the company. “We have significant plans for where we want to take the Diamond Nexus brand, but in order to makes those dreams a reality, we knew that we needed a best-in-class e-commerce site.  Our team worked tirelessly to create a site that consumers would love.”  

The team started by looking at the shopping experience.  “The previous website almost made it difficult to shop for what you want!” exclaimed Taylor Eastbrook, the company’s Chief Marketing Officer.  “We knew that if there was one thing that we absolutely had to fix, it was the shopping experience.”  The company improved the shopping experience by adding more photos, reshooting and formatting existing videos to be more informative, adding hours of “rich media” content, providing a “Build your ring” section and streamlining the navigation process.  These improvements allow consumers too quickly and easily find the product they’re looking for, get the information about that product that they require and easily complete their purchase.  

For consumers that require more information before jumping into a purchase, Diamond Nexus made major updates to their company information and product education pages.  “Without seeing, touching and holding our jewelry in their own hands, it’s hard for people to understand that they can own exquisite, high-quality yet affordable jewelry that will look every bit as beautiful as mined diamond jewelry and last just long.” explained Mr. LaCourt.  “I don’t just want people to understand what a diamond simulant is, I want them to understand that it’s okay to consider an alternative to a mined diamond.”  To make their case, the new site features a wealth of informative videos. The videos not only feature a ton of information but also draw on reviews from current customers and candid consumer reactions.  Given their strong customer service reputation and recent social media explosion, it is no surprise that the company is more than happy to allow their customers to do the talking.  

For customers and consumers not in videos, there will still be plenty of opportunity to be heard on the new website.  The site features social integrations that allow consumers to review, share and ask questions about any content or product.  As a company that heavily relies on social media to connect with their customers, this integration seemed natural. “Consumers don’t want to shop in isolation anymore.” explains Kyle Blades, their social media coordinator. “Social shopping is here to stay and we wanted to make sure we were one of the first jewelers to fully integrate the concept into their site.”  The company says that social shopping will help customers feel at ease about purchasing jewelry that does not feature mined diamonds.  

As a lab-created gemstone and diamond simulant leader, making customers feel at ease about purchasing non-mined diamond jewelry will be important.  Their new website takes major steps towards this objective and it is easy to understand why the company is so excited about the launch.  “We hope that our quality product and service offerings allow us to continue to win our customers trust and business and continue to rapidly expand the Diamond Nexus brand.” LaCourt said.

Diamond Nexus is the world leader in man-made diamond simulant jewelry.  Headquartered in Franklin, WI the company sells their products directly to the consumer in finished jewelry and as loose gemstones through their website, catalogues and branded retail locations.  In 2009 the company was named the official jeweler and crown maker of the Miss Universe Organization, as part of NBC/Universal’s “Green is Universal” environmental initiative.


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