Diamonds Direct
With nearly 30 years of expertise, Diamonds Direct — part of Signet Jewelers, the world’s largest retailer of diamond jewelry — is one of America’s premier luxury jewelers. Operating 40+ showrooms across 13 states, the brand is renowned for its exceptional craftsmanship, bespoke design, and concierge-level service — bringing a trusted, elevated experience to discerning shoppers both in-store and online.
As Diamonds Direct expanded into eCommerce, they faced a critical challenge — replicating their signature luxury shopping experience in a digital environment that lacked personalization, performance, and polish.


Extending the luxury shopping experience seamlessly into eCommerce
The goal was clear — translate in-store elegance and expertise into a digital experience worthy of their luxury clientele.
- Basic search failed to deliver a premium discovery experience Relying on rudimentary keyword-match search, the site couldn’t surface relevant products based on cut, clarity, or style — undermining the best products and experience that Diamonds Direct has to offer to their shoppers.
- Revenue growth had plateaued Despite high site traffic and millions of searches, revenue wasn’t growing at the pace they needed. DD was ready to unlock a new growth curve with their online expansion — but the foundation wasn’t built for scale.
- Missing intelligent recommendations and personalization Without AI-powered upsell, cross-sell, and tailored product recommendations, the storefront lacked the guided, consultative feel of a luxury sales associate — impacting both AOV and brand experience.
- High traffic needed high performance With millions of searches and new visitors constantly arriving, the site couldn’t afford mediocrity. Diamonds Direct needed a high-performing, scalable platform that could handle heavy traffic and search volume without disruption or downtime.
- Product data lacked depth and consistency With millions of searches and new visitors constantly arriving, the site couldn’t afford mediocrity. Diamonds Direct needed a high-performing, scalable platform that could handle heavy traffic and search volume without disruption or downtime.
- An experience slowed by performance Slow load times made the digital storefront feel outdated. The site lacked the smooth, responsive feel expected from a premium brand.
- Filters and facets experience broke the premium journey The filtering system was cluttered and ineffective. Discerning shoppers struggled to navigate the catalog with ease, leading to confusion, frustration, and higher bounce rates.
- Rigid merchandising blocked agility and brand expression Campaigns and product updates took weeks of dev work, making it hard to adapt quickly. Meanwhile, the catalog layout failed to reflect the brand’s refined in-store experience — creating a gap between digital and physical luxury.
- No “wow” experience, especially for first-time visitors With jewelry being a high-consideration purchase and most traffic coming from new shoppers, the site lacked the impactful first impression needed to inspire trust, engagement, and conversion from the very first visit.
How Experro reimagined the experience
To bridge the gap between in-store elegance and online performance, Diamonds Direct partnered with Experro to reimagine their digital shopping journey — bringing Gen AI-powered search, dynamic merchandising, and personalized discovery to their digital channels.
We understood the unique challenges of the luxury jewelry industry — where first impressions matter, data drives trust, and every interaction must feel personalized — and we built a solution that delivers on all fronts.
- Gen AI-powered search that understands customer’s intent Experro’s multimodal search processes both product text and images to better understand shopper intent. By analyzing catalog data alongside visuals, it delivers precise, high-relevance results that feel curated and effortless — just like a luxury shopping experience should.
- 1:1 personalized recommendations across the journey Experro uses past purchases, add-to-carts, and on-site behavior to deliver real-time, personalized recommendations — recreating the high-touch feel of an in-store associate, online.
- Smart filters and adaptive collections Experro replaced static filters with dynamic, behavior-informed facets that simplified exploration. Curated collections adjusted automatically to trends, campaigns, and user segments — making navigation seamless and inspiring for discerning buyers.
- AI-powered merchandising Experro enabled Diamonds Direct to boost, pin, and reposition products instantly — without dev support. Gen AI optimized category pages in real time, personalizing product grids based on shopper behavior and business goals to turn browsing into high-value conversions.
- Real-time insights and automated optimizations Experro equipped Diamonds Direct with real-time analytics and Gen AI-driven insights to track performance instantly. The platform not only highlighted what was working but also automated key optimizations — helping the team act faster, smarter, and more effectively.
- Product data enrichment Experro helped standardize and enrich product attributes across the catalog. From gemstone specs to style tags, every product page now delivers a consistent, informative, and conversion-optimized experience.
- Infrastructure built for scale With over 1.4 million searches a year, Experro ensures 100% uptime even during peak traffic. The site stays fast, stable, and luxurious during high-volume events like Valentine’s Day and major campaigns.
Diamonds Direct unlocked substantial ROI after implementing Experro’s Gen AI-powered product discovery suite
The digital overhaul began delivering results almost immediately, with Diamonds Direct achieving 40% growth by April, well on track to meet its 75% year-over-year growth target.
233%
increase in revenue
100M+
requests served daily
10x
faster mobile site speed
5x
faster campaign launches
233% increase in revenue from product discovery within a year.
10x Faster Mobile Site Speed, driving more engaged sessions.
AI-driven personalization significantly boosted customer engagement through tailored recommendations.
Detailed product descriptions and virtual try-on tools improved conversion rates by helping customers make informed decisions.
Real-time product visibility control for business and merchandising teams.