Antwerp Diamonds is a direct gateway to one of the world’s most respected diamond hubs. Their promise is straightforward: certified diamonds, transparent pricing, and an online experience that matches the quality of their stones.
Our partnership with them goes back several years, when we first re-engineered their Magento store and later launched a fast, modern Hyvä implementation. That work set the foundation for a cleaner UI, improved performance, and a more confident buying journey.
But ecommerce isn’t static, especially when customers are making high-value, emotion-driven purchases. So our collaboration continues, with ongoing refinements aimed at simplifying decisions, reinforcing trust, and removing friction.
Optimising the design for clarity, reassurance & conversion
Diamonds require trust. Every detail needs to reassure the customer that they’re making a safe, well-guided purchase. Together with the client, we refreshed this area of the site with updates that reduce cognitive load and reinforce credibility.
By rethinking key messages, reorganising content, and reinforcing trust exactly where customers expect it, the shop now feels far more intuitive and aligned with what Antwerp Diamonds stands for: clarity, expertise, and confidence.
We gave product images a wake-up call
Single photo? It stops pretending it’s a whole gallery. Got a 360° view? It gets prime time, no questions asked. And because guessing games are overrated, every image now comes with a straightforward caption so customers immediately know what they’re looking at, either a real diamond photo or a simple placeholder.
We polished the category pages for a high-end feel
We gave the category and cart pages a subtle but powerful facelift to make the shop feel more trustworthy and sophisticated. Colors were deepened, icons refreshed, and fonts softened, creating a cleaner, more elegant visual experience. Spacing was increased to give elements room to breathe, and corners were squared off for a polished, professional look.
All of this was done without changing layouts or disrupting the user experience. The result is a high-end presentation that highlights the products and reinforces Antwerp Diamonds’ promise of clarity, expertise, and confidence.
Highlighting wire transfer savings at checkout
We added a clear, prominent block at checkout to show customers the 1% discount they get when paying via bank transfer.
The client loved it and it’s now fully implemented. Feel free to check the design: https://antwerpdiamonds.direct.
