With recent reports from the BRC highlighting the pivotal role of digital platforms in retail, online presence has become a crucial factor in reinforcing brand identity.
Professional Jeweller wanted to find out how web presence is affecting the jewellery industry, and followed retail jeweller W.E.Clark & Son through its digital development process.
For some time, the company has had plans to create a mobile optimised, user-friendly website. Managing director David Clark had a vision to create a new website which was easy to use and mobile-friendly, and after months of research, Clarke embarked on the venture.
“I have been working with my web developer In-tuition since 2002 when we launched our first website,” he says.
“Since then we have continually evolved our online offering. In early 2014 I decided it was time to start the ball rolling to create our most sophisticated and beautiful website to date.”
At the time, 28% of visitors were viewing the current website via a mobile device, however the website was not responsive, which meant it was very hard to view. This was another important factor to take into consideration throughout.
Clark continues: “The website not only had to perform on PC’s but also on all devices that it was viewed on. The design was another very important consideration, so starting from scratch, my primary requirement was for a beautiful, clean and crisp design.”
W.E. Clark & Son has been established since 1819, and it was important to Clark that this be projected through the website.
“I am very pleased with the Our Heritage page, which captures the company through the four generations of Clarks who have cared for and run the company. I am very proud of the team that I work with and this too has been beautifully presented.”
The website is now the ideal platform to present the range of jewellery and watches that W.E Clark & Son has to offer, including its own Clark Collection, the creation of which, says Clark, is one of his proudest moments.
“Myself and John Clark, along with our Lewes branch manager, Daniel Blackford, travel around the world to select the finest gemstones, and then these are used to create the items within the Clark Collection. We are delighted with our new website, and hope everyone will enjoy browsing through it, as much as we enjoyed creating it.”