Diamond in the Rough (http://www.diamondintherough.com) has one simple goal: to disrupt the world of diamond jewelry. It's with this in mind that they re-launch their e-commerce store, making rough diamond jewelry available for purchase anywhere in the United States. The new website aims to educate consumers on the beauty of diamonds in their natural form, and showcase Diamond in the Rough's one of a kind engagement rings, wedding bands, and fine jewelry.
While luxury brands typically build their business first through brick and mortar retail, Diamond in the Rough will be doing the opposite, relying on their fresh, simple, and elegant site to communicate with consumers. Unlike many of their peers, Diamond in the Rough requires site visitors to sign in using a name, password and e-mail address to view the collection much like popular members-only sale sites. Since each piece is one of a kind, inventory changes quickly and the brand plans to utilize this information to keep customers informed about availability. In addition, the site aims to emulate the level of service customers would receive at a store through various online customer service tools such as live chat, real-time use of social media platforms, and traditional e-mail and phone representatives. The brand will also be offering a 30-day return policy and free overnight shipping.
Leading the rebranding effort is newly designated CEO of Diamond in the Rough, Monica Chambers. "I'm delighted to be a part of Diamond in the Rough at such an exciting time for the company. Our product is extraordinary, it has a point of view, and it finally gives a woman something radically new in the world of diamonds," said Chambers. She is a recent Harvard Business School graduate with a keen understanding of the digital space. Her prior positions as JWT, AG Properties, and Columbia Records focused on the intersection of marketing, media, and technology, making her an invaluable asset to the company as they look to build their web-based luxury business.
Chambers adds, "My background is in media and I absolutely believe that the future of marketing lies in the intersection of content and commerce. We aim to entertain and inform, never to interrupt. While this approach isn't foreign to e-commerce, luxury brands, particularly fine jewelry brands, have been slow to jump on board."
Diamond in the Rough intends to focus heavily on social media to create brand awareness, brand preference, and to drive sales. Facebook, Twitter and Tumblr are already key components of their online marketing strategy, with Pinterest and other sites gaining traction due to their viral nature.
To find out more about Diamond in the Rough, visit http://www.diamondintherough.com.
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