Purely Diamonds Shines Online with a Sparkling New Website

At Tom&Co, we love helping established brands evolve their digital presence. For Purely Diamonds, one of the UK's most respected bespoke jewellers, that meant reimagining their online experience from the ground up. Our team led the full design, development and strategy for the relaunch, creating a faster, smarter and more beautiful site that reflects the craftsmanship and care at the heart of the brand.

When Purely Diamonds approached us, their goal was simple: to create a faster, more reliable website that could do justice to their craftsmanship. Their old site had become slow and tricky to manage, especially as their product range grew. With hundreds of options for each item, from metal type and cut to clarity and shape, the technology behind it all was struggling to keep up. The time had come for a complete refresh, one that would deliver the speed, flexibility and performance needed to support the brand's next chapter.

A New Platform Fit for Brilliance

To give the brand the foundation it needed, we re-platformed the site onto Adobe Commerce (Magento) using our very own bespoke front end. Purely Diamonds was already familiar with Adobe Commerce, so this move allowed them to stay with a trusted system while dramatically improving performance and flexibility through the upgrade.

Adobe Commerce is perfectly suited to large, complex catalogues with hundreds of configuration options per product. By upgrading to a new setup, we were able to resolve the speed issues caused by heavy product data and make the site far more responsive. The result is a website that feels quick, stable and capable of handling anything from browsing thousands of diamonds to filtering for the perfect engagement ring.

One of the most technically exciting parts of the project was the diamond feed integration. This powerful system brings live diamond data into the site, allowing customers to view real-time availability and specifications. It's an intricate setup that handles an enormous amount of data in the background while keeping the user experience seamless and elegant on the surface.

A Better Experience for Every Customer

Throughout the project, our focus was on the customer journey. Every aspect of the user experience was refined to make the site easier and more enjoyable to use. Product pages now load in seconds, even with extensive options to choose from, and the overall navigation feels much smoother.

The refreshed design highlights the beauty and detail of Purely Diamonds' collection, while a more intuitive layout helps customers explore, compare and personalise their choices with ease. The new site also fixes many of the small issues that had built up on the old one, creating a more stable and reliable shopping experience.

For those who want to see the jewellery in person, the site connects naturally with Purely Diamonds' two showrooms in London and Manchester. This creates a simple and consistent experience for customers who want to start their journey online and finish it in store, with personal service at every stage.

Overcoming Challenges with Collaboration

Every large-scale re-platform brings challenges, and this one was no exception. The biggest hurdle was integrating the diamond feed, which was a complex piece of technology that needed to work flawlessly alongside a huge product catalogue. We also developed a bespoke filtering system using Klevu search, designed to make it easier for users to find exactly what they're looking for.

It took careful planning, problem-solving and daily collaboration between our teams and the client, but together we found solutions that delivered both performance and precision. The result is a platform that handles thousands of data points behind the scenes, while presenting customers with a clean and effortless shopping experience.

Designed for Growth

The new Adobe Commerce setup isn't just about solving old problems. It's a foundation for future growth and innovation. The platform gives Purely Diamonds the flexibility to continue improving over time, with plans already in place for A/B testing, further site speed optimisation and conversion rate improvements.

Because the site is modular, new features can be added as the brand evolves. Whether it's expanding the product range, refining the checkout process or introducing more personalised shopping tools, the groundwork has been laid for continued growth. Behind the scenes, the platform also supports Purely Diamonds' mostly made-to-order model, ensuring that each bespoke piece can be managed efficiently from enquiry through to delivery.

Collaboration and Craftsmanship

A project of this scale relies on partnership, and the collaboration between our team and Purely Diamonds was key to its success. We worked closely to ensure the finished site reflected both the brand's heritage and its ambitions for the future.

We're proud to have helped bring Purely Diamonds' digital presence up to the standard of their stunning jewellery. The new site is faster, smarter and beautifully built, a true reflection of the precision and care that defines their brand.

Purely Diamonds are now perfectly placed for the next stage of their journey, and we're excited to see where this platform will take them.