De Beers launches new e-commerce site

De Beers has announced the launch of a new “customer-centric” website, debeers.com, that is set to provide a “unique offering” among the fine jewellery industry.

The e-commerce site will be available in English, French and Chinese, and will expand the group’s product selection that is available for purchase, including a wide range of De Beers jewellery.

Customers can purchase their jewellery online for delivery, or choose to collect their purchase. They can also make an appointment to view the jewellery in one of the De Beers Jewellers stores worldwide. 

For the first time, it’s e-commerce venture will also offer engagement rings and solitaires from the entry price points of My First De Beers collection up to $250,000 (£198,000). 

Having previously shipped only to the UK and US, the site will allow for delivery across 15 markets, including Australia, Belgium, Canada, France, Germany, Italy, Hong Kong and Taiwan. More destinations will reportedly be added before the end of the year. 

De Beers said that the new website will provide customers with an “immersive experience”, as well as a “personalised, content-rich and educational diamond discovery experience”. 

New functions within the site include intelligent search and filtering tools, which enable clients to “easily find what they are looking for”, as well as a live chat and customer service in four languages.

Enquiry and contact forms will be provided, as well as the capability to book specific in-store appointments based upon the wants of the customer. 

The ‘Home of the Diamonds’ section within the new site will also invite visitors to “explore the world of De Beers” through educational texts, and learn more about natural diamonds.

François Delage, CEO at De Beers Jewellers said: “Our new site enables our clients to discover and acquire diamond jewellery through a rich content experience.

“It provides a client service approach at all stages and an unparalleled offer of personalisation, from the choice of solitaire to preferred engraving font or the precious colour metal they fancy on a collection piece.” 

He added: “This forms part of our strategy to become the first truly omni-channel jeweller. We wanted to ensure that we can offer a consistent and seamless discovery and shopping experience, both online and offline. 

“The launch timing, fortuitous in our current world context, will help us to further accelerate the reach of our global audiences and support the ever- growing digital expectations of our clients.”