Golden Diamonds
One of the leading diamond manufacturers, needed a B2B platform to display their yellow diamond inventory to world wide retailers.
Dalumi is, is one of the world’s leading international diamond and jewellery manufacturers, as well as a De Beers Group of Companies Sightholder since 1993.
As such the group had an extensive yellow diamond inventory that they needed to sell to retailers around the world.
The solution to this need was to brand the yellow diamond inventory as “The Golden Diamond” collection and to display it to retailers in various marketing channels both print and online.
Parazar Brand Boutique created beautiful visuals, logo and designs and our job was to develop the website that will show off this collection by combining B2B messaging with e-commerce catalog functionality and luxury almost print layouts.
Dalumi had three strengths to message in this website. First was the marketing capabilities and budget they can harness to help retailers sell these stones.
Amazing video and images of jewellery inlaid with their diamonds give a big boost to any retailers B2C capabilities, so this is one of these examples as how a B2B website needs to show B2C aesthetics. Also tackle the performance issues that accompany large video and images served to user.
This is first and foremost a luxury site selling luxury experience.
The collection was displayed in an e-commerce fashion with minimal filtering capabilities as the number of items was not too large as to justify more extensive search and filtering functionality.
Another advantage needed to be illustrated was the ethical manner in which the diamonds are produced.
This is a way in which B2B messaging transforms into the B2C selling point so emphasizing this point was crucial.
When thinking about B2B websites, it’s not enough to ask yourself what does my client need but rather how can I help my client service his clients. It’s a longer funnel and requires a more flexible point of view on the business side.
The items themselves as beautiful as they are, are not specifically the sale here. It’s more of an illustration as to how such items should be sold to the end customer.
As Dalumi says, illustrating the rarity and uniqueness of these stones is a challenge and something they can help with. But as the selling of a specific item is secondary, and in the B2B world mostly done on a basis of personal and ongoing relationship it was more important to receive a lead from a form than sell online. So the catalog was built to this end. Although still keeping true to the luxury e-commerce design so the client can envision how he can sell the items in a B2C market. We are showing him the power of our marketing and execution and how we can help him sell at that level.
Overall, providing a luxury experience in a B2B context is a unique task. The sensibilities are often different and seems at first, contradicting. The design I was handed had a magazine quality to it and keeping it, performant, flexible and accurate was challenging.
Yet this is an example to me about the curious nature of B2B websites. By understanding the business behind them they can a lot of times take and interesting and genre crossing characteristics and need not fall into a generic bootstrapping experience.