The Professional Jeweller 2015 Reach List presents to you the top 5 online players from the specialist e-tailers category.

The top 5 digital doyen specialist e-tailers are as follows:

  1. 77 Diamonds

Facebook likes: 47,940


Twitter followers: 8,564

Instagram followers: 4,158

Alexa UK ranking: 10,448

Reach ranking: 6


  1. Astley Clarke

Facebook likes: 10,920

Twitter followers: 8,917

Instagram followers: 13,500

Alexa UK ranking: 18,776

Reach ranking: 1.7


  1. Stella & Dot

Facebook likes: 18,911

Twitter followers: 6,892

Instagram followers: 6,859

Alexa UK ranking: 21,846

Reach ranking: 1.4


  1. Diamond Boutique

Facebook likes: 26,170

Twitter followers: 20,048

Instagram followers: 518

Alexa UK ranking: 22,949

Reach ranking: 1.2


  1. The Diamond Store

Facebook likes: 28,383

Twitter followers: 5,779

Instagram followers: 430

Alexa UK ranking: 29,855

Reach ranking: 1.1

Online diamond jewellery specialist 77 Diamonds first went live in 2005, a time when not many fine jewellery retailers were competing online, making it something of an early adopter.

The London-based business has been steadily growing since those early days and now sells to more than 25 countries, fuelled by a sales team who can speak 30 languages between them. Business is so good, in fact, that the retailer has moved production in house, investing in its own team of craftsmen.

Looking at the breakdown of 77 Diamonds’ top traffic, 45% of visitors to the website are from within the UK. The second-most important market for the retailer, in terms of traffic, is the US, which contributes 6.8% of visitors. This is followed up by Germany, which lays claim to a 3.4% share of traffic.

The average time that each visitor spends on the site is four minutes, and within that time they will look at three pages on the website. According to Alexa, both 77 Diamonds’ page yields and engagement times are on the rise, and its bounce rate – visitors who have clicked on to the site by accident, and then click off very quickly – is falling, so the stats are moving in the right direction.

When it comes to how visitors are finding the site, it is very much down to a well-chosen name. More than a quarter of 77 Diamonds’ traffic is driven by search engines, and the words that browsers are typing in are pretty sparkling. The top five phrases are: “buy diamonds”, “diamond weight”, “buy diamonds online”, “diamonds”, “77 Diamonds”.

77 Diamonds’ social media following falls far behind that of the big brands, but that is just goes to show that if your website is doing all the right things, how many friends you have isn’t that vital.