Exclusive, beautiful and detailed

The design

Michael Arthur had definite design influences he wanted to emulate such as Tiffany, Vogue and Bang & Olufsen. He also had very clear instructions that the eCommerce store had to include high-class photography complemented by plenty of white space, touches of black and blushes of fawn. The font style became part of the design element.

We presented our client with a website that reflected his attention to detail with meticulous design elements such as the text and size of the frames. The site is interspersed with sudden images of beautiful people wearing his jewellery.

 

The design

The photography

The photography took first place in the design as the most important message and carried the design throughout. To sell the rings to many different hand types, the photographs were taken without hand models. There are many hidden and intricate motifs in each ring style that needed meticulous close-ups. His attention to detail is highlighted in the photographs, focusing on every angle of the rings.

Our designer took a step back and refrained from adding extra elements to the site, so as not to subtract from the product photography.

 

The photography

Social media marketing

Michael Arthur has been very clever with his social media presence. He has a very specific audience in mind and has placed himself in that exact niche with targeted marketing.

He currently has 285,000 Instagram followers which are constantly increasing. He actively promotes his jewellery on most social media platforms. He posts photographs of the rings he crafts for clients at the moment of marriage proposal with accompanying short video grabs of the ring sparkling as it moves. This is extremely effective and free advertising for the business.

In order to publicise his new store opening and gain mass public attention, Michael Arthur threw a big launch event. He built the hype with a publicity campaign and invited the biggest names in reality TV from Married at First Sight, Love Island and Dancing With the Stars. He adorned the stars with his custom jewellery for the evening and had press photographers take pictures. He also invited well known young social media influencers to tweet and Instagram the event. This built him more followers who could then purchase jewellery on sight from Instagram.

Our job was to make sure the eCommerce website performed under pressure on the night and the recording of the speeches and the automated Instagram feed went smoothly.

 

 

Social media marketing

eCommerce functionality

  • The ability for Michael Arthur staff to manage all products and pricing
  • Built on the BigCommerce platform
  • Automated Instagram feed
  • Large photo gallery on a per-product basis
  • FAQ section for SEO purposes
  • Gift certificates
  • Local search and Google My Business listings
  • Search engine optimised
  • Custom branding on all invoices

eCommerce functionality

Booking system

The site needed an appointment booking system so we installed Bookly and customised the software to incorporate Michael Arthur Diamonds branding.

Once potential clients have viewed rings on the eCommerce store, they can book an exclusive consultation with Michael. This can be done in advance directly through the website 24 hours per day, leaving the business to generate new client relationships when staff are in attendance.

The booking system also has multiple choice options so Michael is prepared for the appointment and has an idea of what the clients want.

The software has the bonus of syncing with Google Calendar to slot appointments smoothly into the day to day running of the business.

At the appointment, they can try on jewellery, discuss further adjustments and personalisation of their chosen ring such as including initials and engraving.

Booking system

Project highlights

  • Currency exchange
  • Completely customised product catalogue
  • Complex product range as customers can select by:
    • diamond style
    • diamond size
    • metal type
    • finger size
  • Ability to change product images based on the selection of the above categories
  • Handles overseas orders and shipments
  • Diamond research/ knowledge base
  • Clarity grading system
  • Syncs with Xero bookkeeping system
  • Ability to sell directly on Instagram

Project highlights