Diamonds Factory vying for slice of online market

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Site offers customisable engagement and diamond jewellery.

Hatton Garden-based online diamond jewellery and e-commerce site Diamonds Factory has relaunched with a new look and theme in a bid to boost its presence in the online diamond marketplace.

The website allows shoppers to customise diamond jewellery to suit their budget, style or taste, with the ability to select metal types, diamond carat weight, clarity and colour, as well as finger sizes for rings and chain style and lengths for necklaces. It is presenting its latest engagement ring and jewellery collections under the tagline We Love Diamonds.

Diamonds Factory unveiled the new-look site after six months of extensive user experience and usability studies, in line with customer feedback. The new site is designed to be faster and more user friendly, with real-time customisation available, meaning designs change on screen as a customer edit the parameters of a piece of jewellery.

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A statement from the company said the site "[allows] customers to select the design of their jewellery and immediately see how their designs will look. The entire catalogue of the site has also been updated with a wide range of brand new jewellery designs for 2014 to 2015, including wedding, engagement and eternity rings as well as diamond earrings and pendants".

Diamonds Factory has also opened doors for customers to visit its lounge in Hatton Garden, London, where shoppers can take a closer look at designs and try on real versions of the pieces showcased online, before deciding on what designs to purchase.

The company is also offering free delivery for all orders over £500, a 30-day returns policy and 0% finance options.
 

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