Diamond in the Rough (rough diamond jewelry available for purchase anywhere in the United States. The new website aims to educate consumers on the beauty of diamonds in their natural form, and showcase Diamond in the Roughs one of a kind engagement rings, wedding bands, and fine jewelry.
While luxury brands typically build their business first through brick and mortar retail, Diamond in the Rough will be doing the opposite, relying on their fresh, simple, and elegant site to communicate with consumers. Unlike many of their peers, Diamond in the Rough requires site visitors to sign in using a name, password and e-mail address to view the collection much like popular members-only sale sites.
