Rocks Jewellers sought to increase their online visibility of their bespoke jewellery, emphasising the brand’s luxury positioning and expert craftsmanship. This aligned with the company’s broader business objectives of promoting bespoke services and building long-term relationships with their customers. Rocks Jewellers partnered with StudioForty9 to help increase their brand visibility and redefine their brand identity online.
About Rock Jewellers
Founded in 1972 by Dermot Rock and driven by his skill of mending watches and passion for diamonds, Rocks Jewellers has evolved into a renowned luxury brand. Dermot’s expertise and dedication has generated a loyal fan base, building the foundation for success.
Today, Rock Jewellers continues to maintain a strong family tradition. With multiple generations involved in the business, the company commits to exceptional craftsmanship and personalised customer service, creating unforgettable experiences for their customers.
Project Objectives
The primary goal of this project was to define Rocks Jewellers brand identity and target audience. This helped to inform the overall strategy regarding product decisions, warranty, service and marketing. This key messaging and brand positioning was communicated to customers, team members, suppliers and investors.
Additionally, this newly developed positioning informed the website overhaul. Aiming to create a greater online presence for Rock Jewellers, the website went through a complete retheme and redesign. The goal of the website was to support the physical store but also effectively showcase the brand's unique selling points — craftsmanship and attention to detail.
Challenges
- Clarifying the Vision: StudioForty9 worked with the client to clarify their vision and align it with their business goals.
- Variety of Product Templates: The website's ability to customise products and showcase ready-to-wear collections led to a more complex customer experience.
Solutions
- UX/ UI Design: Inspired by the Grafton Street collection brochure, StudioForty9’s design team created a luxurious and engaging experience that reflected Rock Jewellers brand's positioning.
- User-centric Focus: The website incorporates a floating ‘Contact Us’ button to facilitate early customer engagement and to help build a relationship from the moment the customer begins their journey. It also reinforces the brands' commitment to a personalised service, ensuring they can make direct contact with the Rocks team.
- Product Customisation: The platform enables customers to customise pieces of jewellery while also showcasing ready-to-wear options.
- Enhanced Landing Pages: Prioritising product imagery to showcase various collections, including videos helped to create a more immersive and engaging experience for customers.
- Tailored Product Detail Pages(PDPs): Different templates were designed to optimise product presentation based on product types.
The project successfully achieved its objectives by creating a visually striking, on-brand website that effectively showcased Rock Jewellers’ collections and services. The platform’s focus on luxury and craftsmanship aligns with the brand’s positioning and is expected to drive increased sales leads for bespoke jewellery.
Benefits
- Increased sales leads for jewellery
- Enhanced brand perception and customer engagement
- Improved customer experience through navigation and product customisation
- Stronger brand identity and positioning