It was a surprise announcement, offering consumers an uncommon ‘peek behind the curtain’ of the jewellery trade. More than 500,000 certified natural and lab-created diamonds, ranging between 0.3 and 20 carats, can be viewed at the ‘click of a button’.
The platform in question is a modified version of the platform Diamonds On Call, a business-to-business e-commerce service based in Hong Kong that assists thousands of diamond suppliers and retailers daily.
As part of the announcement, managing director Irene Deutsch said the platform would ensure the retailer could offer a comprehensive bespoke process. In an interview with Jeweller, she explained how the project developed.
“We’ve been using the platform for some time; it’s been a valuable tool for our business. We thought about our experience with Diamonds On Call and wondered if that could be used to educate consumers more broadly,” she said.
“We approached the platform provider with a proposal to integrate the software and technology with our website. They’re a young, dynamic company that is easy to work with, and it felt like a missing puzzle piece for us.”
It’s something of a challenge to the traditional convention of purchasing diamond jewellery for consumers. Typically, consumers rely on word-of-mouth recommendations from friends and family before visiting a store in person.
There is a wealth of knowledge about diamonds and jewellery available online; however, because it is such a technical field, ‘analysis paralysis’ is all too common.
Furthermore, because engagement rings are typically a significant investment for young consumers, the stress of budgets can sour the experience. Head of retail Joshua Rogers said the retailer hoped this platform would help eliminate some of these factors.
“Dealing with nervous customers entering a jewellery store to purchase diamond jewellery is something many retailers deal with all the time, and that nervousness comes from uncertainty. Nobody wants to feel like they might be pressured into buying something they don’t want or understand,” he explained.
“With this platform, customers can browse in the privacy of their own home, experimenting with different settings and criteria to gauge a real understanding of what is available within their budget.”
He added: “We’ve found that when customers spend time on the platform, they enter the store with a new level of confidence and comfort. They’ve done their background research, which, as we all know, is something consumers increasingly rely on.”
Fairfax & Roberts staff completed a series of trials on the platform in preparation for the launch. Rogers said the most significant insight gained was that the interface needed to be easy to navigate.
“You need to make the product simple to use, especially when technology is involved,” he said.
“The motivation for us wasn’t to establish an e-commerce platform; it was about educating the customers who visit our store by changing the traditional purchasing pattern to improve their experience.”
“So far, the feedback has been very positive, and in the future, I wouldn’t be surprised if this becomes a far more common part of shopping for diamond jewellery.”
Fairfax & Roberts is based in Sydney and has been operating since 1858.
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