Global jeweller designs custom buying experience


Customer-centric website debeers.com is a key element of the company’s omni-channel vision.

International jewellery brand De Beers has launched its customer-centric website, debeers.com.

The website, available in English, French and Chinese, is expanding the product selection available for purchase to include the wide range of De Beers jewellery and, for the first time, engagement rings and solitaires from the entry price points of My First De Beers collection of up to US$250,000 (RM1.09mil). The website will also extend its delivery capabilities to clients in 15 markets.

A global flagship and window into the De Beers world, the site is a key element of the company’s omni-channel vision.

Seeking to deliver an immersive experience to its clients, it allows them to shop in a way which suits them, making the customer journey seamless and intuitive across digital and physical channels.

The website provides a personalised, content-rich and educational experience.

Some of its new functions include intelligent search and filtering tools which enable clients to easily find what they are looking for and live chat. Its customer service is available in four languages while enquiry and contact forms for booking of in-store appointments are based on customers’ specific requirements.

De Beers’ full range of jewellery, including high jewellery and personalised pieces, is now available for purchase online and will be delivered to the client.

Clients may also choose to collect their purchase or make an appointment to view the jewellery at one of De Beers Jewellers stores worldwide.

As part of the omni-channel transformation, global stock is accessible online, enhancing the ability for clients to find the right diamond for them.

Having previously shipped only to the United Kingdom and United States, the site now delivers to 13 new locations: Australia, Austria, Belgium, Canada, France, Germany, Greece, Hong Kong, Italy, Macau, the Netherlands, Sweden and Taiwan, with more destinations to be added before the end of the year. Initially the website will not be transactional in China, however, e-commerce already operates in this country through a WeChat mini programme.

In the website’s “The Home of Diamonds” section, visitors are invited to explore the world of De Beers through educational texts which will help them make an informed purchase or simply learn more about natural diamonds through the brand’s expertise of more than 130 years.

“Our new site enables our clients to discover and acquire diamond jewellery through a rich content experience,” said De Beers Jewellers chief executive officer François Delage.

“It provides a client service approach at all stages and an unparalleled offer of personalisation, from the choice of solitaire to preferred engraving font or the precious colour metal they fancy on a collection piece.

“This forms part of our strategy to become the first truly omni-channel jeweller.

“We know that purchasing a diamond jewellery piece is a very personal journey that will require time to discover and inform oneself and time to compare, until the moment the choice is made.

“We wanted to ensure that we can offer a consistent and seamless discovery and shopping experience, both online and offline.

“The launch timing, fortuitous in our current world context, will help us to further accelerate the reach of our global audiences and support the ever-growing digital expectations of our clients,” added Delage.

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