Top-class new production
You don't buy a diamond ring every day: Often it is an emotionally, stylistically and also financially important decision. Oriane Schullin has recognized the potential to help customers make this decision and has developed the online shop My Diamond Ring together with the creative agency wild. A cooperation with added value, which now receives the award "Creative Industry History 2019".
Diamonds are very special stones. Every single one is unique, valuable and stable in value. As a milestone in personal relationships, they are the perfect reminder of precious moments in life on the ring finger.
The reasons for buying a diamond ring are as varied as they are emotional. In addition, there are the decisions regarding the colour, size and shape of the diamond, the characteristics of the unique stones, which ultimately determine its price. Criteria that - especially for men, who usually choose the ring - do not make the decision to buy easy. This was clear to Oriane Schullin, mastermind of the innovative project, right from the start.
Providing orientation was therefore an essential point in the requirement profile of the new website, but the aesthetics of the web presence was at least as important to the design-oriented client. In all these points, she wildly convinced the agency's team, which had been recommended to her by acquaintances, at the very first meeting. A conversation at eye level, which promised her the prospect of an "interesting, intuitive and aesthetically appealing concept".
Chemistry and vision
Matthias Mentasti, Art Director and Partner at wild, who accompanied the project as lead, also confirms that the chemistry was right from the start. "After the interview, it was clear that it was also personally right for both sides. Because it is important to us that our customers have the same vision as we do and are prepared to take innovative paths".
It started with a workshop in which the creative people from project management, design and development explained their approach and the My Diamond Ring team contributed its expertise on diamonds and their processing. This way the creatives became familiar with the 4 C - Carat, Colour, Cut and Clarity - and all the other details that make diamonds so special and at the same time difficult for laymen to recognize.
Before the creatives started the design process, they visited Oriane Schullin in her Vienna studio to see the precision work up close and to gain valuable information that they used for the conception and implementation of the detailed website. "It became clear to us that the topic needs a good balance between emotional and confidence-inspiring design," Mentasti describes his approach. The development process therefore not only focused on first-class design and high usability, but also on optimal support before and during the purchase process. To achieve this goal, innovative applications were designed that offer customers a decisive added value compared to traditional retail.
© Craig Dillon
In the Diamond Guide on the website, interested laypeople can now find out in clear, understandable words what they should consider before buying a diamond ring - from carat weight to cut to certificate. The user-friendly ring configurator guides you in four steps to your personal favourite. Each ring is available in a 360° view, showing the design in three different gold colours and with diamonds of different sizes. And to make sure that the surprise really fits on your finger, the creatives have developed a ring size tool for smartphones that makes sizing easy.
The result of the 16-month exchange between experts from the fields of design and jewellery art is the digital re-staging of a traditional product. A unique specimen. "What was particularly remarkable about the collaboration was that the corporate identity of My Diamond Ring emerged as naturally as possible during the course of the project," says Oriane Schullin, pleased with the cooperation, which has met with great interest among customers.