ETERNAL
100% Growth in Lab-Grown
Diamond Orders within 4 months in KSA
100% Growth in Lab-Grown
Diamond Orders within 4 months in KSA
THE BRAND
Eternal is a luxury Lab-Grown Diamond Jewelry brand based in Jeddah, Kingdom of Saudi Arabia. Their motto is clean, sustainable diamond jewelry that can replace the unfair practices of mined diamonds and mimic the same quality, design, and shine of natural diamonds.
THE OBJECTIVE
1. Boost Online orders by convincing skeptical customers.
2. Reaching affluent customers who can afford and will buy diamonds online.
3. Improve Brand Perception and be the preferred choice for lab-grown diamonds.
Saudi Arabia
Customers
Saudi Arabia customers still prefer natural diamonds and accept it as a traditional norm.
Skepticism
About Authenticity
Some consumers see lab-grown diamonds as “fake,” so educating them is crucial.
Conversions
Higher AOV Online conversions are challenging for a new brand with no trust factors.
Website
Website was not CRO optimised and had poor UI/UX, navigation had quite a bit of room for improvement
The Challenge
Inventory
Planning
Inventory planning was not optimum, restocking was manual.
High Quality
Images
High Quality Images were missing leading to a perception gap
Advertising
Advertising was not very effective, geographies and the intent and income of the customer wasn’t targeted.
Bounce Rate
Very high bounce rate, which could mean misdirected traffic or they didn’t find what they were looking for.
The Challenge
The Challenge
Saudi Arabia
Customers
Saudi Arabia customers still prefer natural diamonds and accept it as a traditional norm.
Skepticism
About Authenticity
Some consumers see lab-grown diamonds as “fake,” so educating them is crucial.
Conversions
Higher AOV Online conversions are challenging for a new brand with no trust factors.
Website
Website was not CRO optimised and had poor UI/UX, navigation had quite a bit of room for improvement
Inventory
Planning
Inventory planning was not optimum, restocking was manual.
High Quality
Images
High Quality Images were missing leading to a perception gap
Advertising
Advertising was not very effective, geographies and the intent and income of the customer wasn’t targeted.
Bounce Rate
Very high bounce rate, which could mean misdirected traffic or they didn’t find what they were looking for.
THE SOLUTION
| Problem | Opportunity | What We Do (Solution)What We Do (Solution) |
|---|---|---|
| Natural diamonds seen as the norm | Reposition lab grown as modern luxury | “Same diamond, different origin” messaging, comparison pages, premium storytelling, gifting cues |
| High AOV online conversions are challenging | Build confidence to purchase online | Trust stack: certifications, warranty, returns, COD if feasible, concierge, appointment led selling |
| Authenticity scepticism, “fake” perception | Education can become a conversion asset | Proof content: IGI certificate explainer, laser inscription video, lab vs natural FAQs, myth busters |
| Website not CRO optimised, weak UI UX | Conversion uplift is available quickly | Navigation cleanup, stronger PDP layout, clearer CTAs, faster pages, localised copy, simplified checkout |
| Inventory planning not optimum, restocking manual | Prevent stockouts on winners | ABC analysis, reorder points, automated low stock alerts, best seller restock calendar |
| High quality images missing | Luxury perception is built visually | New product photography, 360 video, on hand scale shots, editorial sets, UGC curation |
| Ads not effective, wrong geo and intent | Paid can become predictable | Separate campaigns by intent, city, audience tier, search intent structure, retargeting with proof assets |
| Very high bounce rate | Message match fixes bounce | Dedicated landing pages per campaign, tighter keyword to page mapping, speed fixes, heatmap led changes |
THE PROCESS
Market Analysis:
Saudi Population insights
- The Young Saudi Population is 36.7% of the population. (15-34 age group)
- They prefer a wide range of options, appealing to their diverse preferences.
- Peer influence and social media trends significantly impact their choices.
1. Global size of Lab Grown Diamonds by Country
- UAE tops in ME followed by KSA for Lab Grown Diamond.
- Expected to grow by 75% in 5 years.
2. Lab Grown Diamond Digital Demand in GCC (2024)
- UAE captures 61% of the demand.
- KSA is second with 21% of demand which means awarenes would have to be created.
3. Lab Grown Diamond Demand in KSA - City Wise
- Riyadh has ~50% of the demand in KSA.
- Jeddah has 23% of the demand in KSA and 4.7% of the demand in GCC.
4. Where Luxury Consumers are in Jeddah
- Al Shati
- Cornishe Road
- Tahlia street
- Al Rawdah
- King Road
- Obhur
- Andalus
- Al Hamra
- Al Zahraa
Opportunities For the Brand:
- Customisation- Most customers have a vision for their designs. With Eternal, they could customize every detail to match their exact needs.
- Lab diamonds demand grew by 76% digitally, making it an opportunistic market.
- Lab diamonds demand grew by 76% digitally, making it an opportunistic market.
- Lab diamonds demand grew by 76% digitally, making it an opportunistic market.
Strategic Approach:
From 0% orders to 100% orders in 4 months
How did we reach the right target audience?
- Active Discovery: For the ones in Saudi that are actively searching on digital for lab grown diamond, competitor brands in the category, our brand to show up for those searches.
- Passive Discovery: Reach to the affluents in Saudi when they are passively scrolling on Instagram/Facebook, news websites on Google, YouTube
Who did we target?
People who qualified our OSIDE income targeting criteria +
- People who are engaged and going to get married.
- People who have their anniversaries and birthdays coming up.
- People who search for ‘diamond jewellery’ and such keywords.
- People looking for lab-grown diamonds specifically
- People looking for competition
THE COMMUNICATION
Intent Targeting
ACTION PLAN
Targeted Advertising:
- Geography
- Creatives
- Intent
- Income segregation
- High performing placements
- Demographics- Age groups and genders
- Behaviour
- People visiting Red Sea Mall to increase store footfalls
Conversion Rate Optimisation:
- Optimize store page on website to generate quality leads to the store, features like
- We tackled the inventory issue by ramping up our customization feature. Customers can WhatsApp us their design ideas, and we would guide them through an assisted sale to finalize the purchase.
- Bug fixes, broken URLs, clean website
WhatsApp Marketing/ Assisted Sales:
- As a luxury digital agency, we understand that while buying high value products, people need assistance.
Strategy:
- Our insight was that its popular in the culture to wear bigger diamond jewelry, we should add stock on the website for bigger pieces.
Drive brand awareness:
- Content promotion
- Follower increase to boost perception.
- Recommending influencer strategy
CONTACT US
Drop by for some coffee
WeWork Enam Sambhav, HD-218, G Block Rd, G Block BKC, Bandra Kurla Complex, Bandra East, Mumbai, Maharashtra 400051
A&B Luxury is a consulting and media firm for luxury & premium brands with a global footprint spanning Riyadh, Dubai, Mumbai, Brisbane, London & Bangalore. We solve complex business problems through strategic consulting and drive measurable growth through our proprietary digital media audience tool; OSIDE.
With a forte in performance marketing, we generate Retail Sales Growth, e-commerce growth & Qualified digital Lead generation. Our team, led by Syed H, are astute data scientists and the visionary minds of advertising.
