The Diane Kordas Jewellery Website Proposal Essay

Introducing the Brand

Diane Kordas Jewellery is a fine jewelry brand based in London, founded in 2013. The brand is known for its diamond and gold jewelry that can be worn casually according to the salience rank of identities (Lecture Notes, n.d.). They are currently an e-commerce company and sell their jewelry on their main website, Net-a-Porter, Match fashion, and Farfetch towards website and ads metrics. The collection is inspired by Mediterranean culture, with various dedicated to the evil eye, Greek talismans, and more colorful designs to bring a touch of glamour to a daily wardrobe.

The goal of the Website + Target Market

As the brand is e-commerce, the website’s goal will be to promote its first pop-up event, which will be taking place in London, with the launch of its new product. For a company that does not have an offline store, it is essential to launch events and pop-ups to create awareness and attract more customers with a robust website that will promote this. The event details will be on a separate website specifically dedicated to the event, particularly for millennials and the Gen-x market interested in fine jewelry (Tucek and Matsuoka, 2021). Ranging from 25 to 50, targeting mainly female audiences interested in casual but glamorous jewelry, based in the UK, Greece, and US.

SWOT Analysis for the Marketing Goal

Strengths: The main strength of the new website is that it will raise awareness of the event that the brand creates opportunities for its new product launch. The pop-up and new product will allow Diane Kordas Jewellery to grow more customers by presenting irresistible offers. Diane Kordas Jewellery chooses its promotion words carefully when using them on product ads such that they create fear of missing out and increase sales.

Weaknesses: The website is unable to provide cost-effective infrastructure to support its operations. Some of the art has no information to warrant social media promotion. As a result, the website has poor technology and experiences information flow problems while attempting to establish credibility and promote stunning visuals in pop-up ads. The information-based approaches cannot be a factual and comparative advertisement. It is similar to slice-of-life appeal and lacks the target’s proximity because some products are not working.

Opportunities: The website has the opportunity to expand and cover different locations and use the correct pop-up ad format. Indeed, the website can collaborate with museums and other ornament brands to avail more products in the newly covered locations. Therefore, the website can create new presentations and new formats that can be used in selling jewelry. Arguably, the expansion and renovation of the product presentation will increase the customer base regarding their individual and behavioral consequences.

Threats: The website is threatened by competitors who have presented more eye-catching products, graphics, aminations, and humor. The message design is weak compared to the competitors who treat the whitespace as a key design to reach customers (Lecture Notes, n.d.). The webpage works on computer browsers but has not been optimized with SEO. At the same time, other competitors have focused on providing IP packets with quality information to support search engine marketing.

Website Design

A single-page website with eye-catching backdrop graphics could present the jewelry packages shown in picture blocks. The designer has done an excellent job of cramming as much information as possible into as many pages as possible. There are six breadcrumbs at the top of the page that users may use to browse according to their interests and requirements (Suresh, 2018). Using the search box at the top right of the page, visitors may quickly find what they are looking for without searching for too much time. In addition to the search button, there is a shopping cart next to it, allowing customers to complete their purchases securely.

Clean, Simple Layout with a Focus on the Jewelry

Distracting features should be avoided at all costs on jewelry-related websites. Because so much money is at risk, even the slightest blunder might frighten prospective buyers away and ruin the sale before it even begins. To increase online sales or attract more quality leads to your company, ensure your website has a basic, straightforward structure that focuses on the product and attaches customers’ personalities as a touch to the product. This includes white or light gravy background colors, plain text in simple fonts, and a clutter-free surfing environment with no pop-ups, banner ads, sidebars, or links. Make your jewelry images as massive, detailed, and high-resolution as possible (Powers, 2020). The specifications, descriptions, and purchase choices should remain, but the photographs you provide should be the main lure.

Inspiring, Motivational Images and Calls to Action

Your website should feature more than just images of your wares. Shoppers need strong calls to action to move them from thinking, “That’s nice,” to thinking, “I should buy that.” One of the most effective ways to turn a casual browser into a serious customer is to use a positive thinking image. Many web pages accomplish this by showcasing huge display ads or splash pictures on their main website or landing pages (Gustafson, 2019). Calls to intervention should also be used on company websites, shopping bags, and other essential areas such as a contact page.

Mobile-Friendly Website Construction

Customers constantly use their mobile devices to make online purchases, find local businesses, and surf the web. In reality, an increasing number of individuals, particularly those planning a surprise that they want to keep a secret, are investigating jewelry on their cell phones, especially if they are trying to hide the purchase. It is becoming more crucial to ensure that the design of your jewelry website is visible on several screen sizes (Rochefoucauld, 2019). The most effective method for increasing the number of mobile visitors to your website is responsive design. Since pop-up events and ads demand attention, a responsive web design creates cohesiveness and predefined interaction. Hijacking the entire customer screen is not ideal, but the smaller displays should have adequate resolution to deliver the message in the desired design.

Sensible Organization and Navigational Options

Menus and navigation options should be simple to grasp and follow such that prospective customers may not be lost or challenged to discover scattered features. On the best jewelry websites, pages are organized into “buckets” for simple browsing. A ring landing page connected to the site may feature ring options such as engagements, weddings, and jewels. Links to important information, such as your phone number, business hours, and contact form, should be presented throughout the website.

With a bit of investigation, you would realize that the most excellent jeweler’s website has much more than a decent design. It likely also has excellent search engine rankings, well-written content, and other crucial components (Rochefoucauld, 2019). At the very least, if you are contemplating investing in a revamp for your jeweler’s website, you should also look at search engine marketing or SEO. SEO helps a company’s websites rank better in Google searches.

The website is built in soft pastel tones to make it easy to navigate. It tells stories about exquisite jewelry by using several tale themes. When contrasted to other websites, it distinguishes the website. It offers a ‘Customize with us’ function, which informs clients about the company’s customer-oriented offerings. A call to notification panel labeled “Shop collection” is located just above the image booth navigation bar. It enables users to swiftly browse the selections and get to the check-out alternatives directly. The proper quantity of information is presented on the site using image panels on every square. It minimizes the browsing time of the clients via the search and precisely separates classification choices.

Reference List

Gustafson, A., 2019. Adaptive web design: crafting rich experiences with progressive enhancement. New Riders.

Lecture Notes., n.d. Course work on Web-Tech. PowerPoint

Powers, H., 2020. Jewelry designs from nature: woodlands, gardens, sea: Art bead jewelry designs inspired by nature. Kalmbach Books.

Rochefoucauld, J. W., 2021. Women jewellery designers. Antique Collectors Club.

Suresh, S., 2022. ‘What is breadcrumb & how it eases navigation? Explained with examples.’ VWO. Web.

Tucek, E. and Matsuoka, A., 2021. The essential guide to digital jewelry design: freeform and computational design in rhino and grasshopper. Fashion Institute of Technology in New York City.