Diamond In The Rough Re-Launches Ecommerce Site

Jewelry by Diamond in the Rough

Rough diamond jewelry brand Diamond in the Rough recently announced the re-launch of its ecommerce site. The new website aims to educate consumers about diamonds in their natural form, and to showcase the company’s one-of-a-kind bridal and fine jewelry.

Because the jewelry is based on rough diamonds, each piece is unique and inventory changes quickly.

To facilitate the purchase process, the site offers various online customer service tools, such as live chat, real-time use of social media platforms, and traditional email and phone representatives.

Leading the rebranding effort is the company’s new CEO Monica Chambers. A recent Harvard Business School graduate, Chambers previously held positions at JWT, AG Properties and Columbia Records.

“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 ecommerce, luxury brands, particularly fine jewelry brands, have been slow to jump on board," she said.

The company 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.