Creating the best bridal jewelry website isn’t easy. You need to effectively showcase your engagement rings and wedding bands in a digital space, while also considering the needs and wants of a diverse group of potential customers. There’s truly no one-size-fits-all solution for online fine jewelry stores since no two jewelers have the exact same jewelry or customers.
But while every jeweler needs to take a unique approach to create the best jewelry website for them, there are commonalities you’ll find among all great online jewelry stores. We’re sharing these below as we go over the 6 things that make a bridal jewelry website great. Whether you want to know what to look for in an online jeweler or you want to know how to improve your own jewelry website, here are the 6 elements every online jeweler needs to be among the best.
Having a user-friendly website is paramount for any online retailer. If visitors have a hard time loading or navigating your website, they’re going to have a bad experience— and you’re going to lose their business to competitor sites that are more user-friendly.
Creating a user-friendly bridal jewelry website comes with a particular set of challenges. Shopping for an engagement ring or wedding band can be quite overwhelming for a first-time buyer. There are many different elements to decide on when picking out an engagement ring. There’s ring style, precious metal, center-stone type, gemstone or diamond shape, and stone setting. There’s also diamond carat weight and quality, which can be extremely confusing to navigate if you’re not a diamond expert.
The best bridal jewelry websites navigate these challenges and find a way to make wedding ring and engagement ring shopping easy for their customers. For example, a great boutique jewelry store may showcase their designs within collections in order to help their customers find styles they connect with more easily. Or, a larger online diamond jewelry store may separate their bridal jewelry from their fine jewelry and offer easy ways for customers to sort through their products. Toggle tools can allow a shopper to view only white gold, yellow gold, or rose gold styles, or only pavé diamond band ring setting styles, prong styles, solitaire styles, and so on. Speciality loose diamond shopping tools, like our Diamond Search tool, can work wonders toward making the diamond jewelry shopping process approachable. When shoppers can quickly narrow down their search by diamond shape, carat weight, price, color, clarity, and more, finding a quality diamond within their budget is much easier, not to mention more pleasant.
Having professional, beautiful photographs of your jewelry is a vital part of creating a good jewelry website. Jewelry is a visual product, so customers need to see quality images of it before they’ll even consider buying it. Quality is a keyword here. Most jewelry websites have images, but not all jewelry websites have a well-rounded assortment of high-quality images. This is a huge mistake, as using messy, low-quality, old, or outdated pictures will only drive away customers. Hence, it’s imperative that jewelers use professional, recent images that capture the true beauty of the pieces they’re trying to sell.
There are two types of jewelry websites: those with e-commerce functions and those without. Both need to include certain types of essential information for their customers.
Jewelry stores that don’t have an online store should still have a website that gives customers easy access to vital information, such as their brick and mortar showroom location, hours, appointment options, and contact information. They can also use their website to make customers more interested in visiting their store using images and other marketing materials.
Jewelry websites with online stores also need to include things like store locations and contact information on their site but also need to include essential information about their online shopping experience. For example, information about their return policy, delivery options, pick-up options, resizing policy, special or lifetime warranty, and so on. Making sure this information is readily available can ensure customer FAQs are answered, give customers peace of mind, and help customers feel more comfortable about making a large purchase online.
The best bridal jewelry websites show off what makes their engagement rings and wedding bands special right away. If a potential customer isn’t intrigued by the first few things they see on a jewelry website, they’re probably going to move on. That’s why the best jewelers carefully curate what they put on the front page of their websites.
What should a jeweler show off first? Whatever makes them unique. When people visit the 1-800 Loose Diamonds homepage, the first thing they see is beautiful pictures of the many loose diamond shapes we offer our customers. Then, they see gorgeous diamond engagement rings and wedding bands that feature our loose diamonds. But other jewelers will want to showcase other things depending on their specialty. A jeweler that specializes in colorful gemstone rings may want to show off their unique center stone options, while a custom jeweler may want to showcase one-of-a-kind design examples or information about their custom design process.
An indispensable part of your online presence is your reputation. What other people say about your company online has a tremendous effect on how consumers interact with your website. You can make ostentatious claims about the greatness of your product all you want, but if consumers don’t share those sentiments, singing your own praises won’t do much.
It’s of the utmost importance that online jewelers claim their Yelp, Google, Twitter, and Facebook pages and work to keep them active. This includes both asking for customer reviews and responding to customer reviews promptly. It’s also important to consider other sites your potential customers may look at when deciding where to buy their engagement ring. Having a positive presence on sites like Wedding Wire, Trustlink, the Better Business Bureau, the Yellow Pages, and City Search can help inspire consumer confidence.
The last element we want to discuss is something customers don’t always think about, yet always notice: brand consistency. Consistency helps potential and current customers trust your brand. Consumers want to understand your brand and feel like they know what to expect from you, and consistency is a crucial part of achieving that understanding and feeling. If your brand seems inconsistent to customers, they’ll start to think of you as untrustworthy.
Keeping brand consistency is important for any business, but is especially important for online bridal jewelers. If potential customers think you’re even a little bit untrustworthy, they’re incredibly unlikely to buy a diamond engagement ring from you. That’s why all great online jewelers make a conscious effort to streamline their branding across their website, social media platforms, advertising campaigns, customer communications, and so on.
1-800 Loose Diamonds is a family-run business that specializes in providing high-quality diamonds at the best prices on the market. Since opening in 1987 in the world-famous Los Angeles Jewelry District, we’ve focused on providing our customers with access to an incredible selection of loose diamonds and diamond jewelry, as well as the knowledge they need to easily pick the right diamonds for them. Our team of diamond experts, made up of professional gemologists who have been certified by the Gemological Institute of America (GIA), is always standing by to help you find your perfect diamond, engagement ring, or wedding ring.
