New York City, December 05, 2004 – American Diamond is a fresh idea within a very competitive online environment. We did not want to reinvent online diamond buying best practices, but more over, refine and build upon them in order to focus on the product and the needs of the customer. The interface needed to be simple, elegant and keep the focus on exciting and detailed photography. The content needed to include useful wizards (i.e. build your own ring), features (i.e. view on model) and tools (i.e. recently viewed) to support the average 1–3 month purchase period.
« AREA 17 was initially brought in when American Diamond was just a business plan. They were hired in order to develop our brand identity and website because of their experience in fashion and luxury brands. Being solely an online company, half our company's future laid in their capable hands. It soon became apparent that their expertise went beyond superb design and technology solutions – into business planning, strategy and process management.
The research and thinking that went into their work was impeccable. Their desire to leave no rock unturned was invaluable for the planning of the business – and I must say, a fantastic experience! It took one year to launch the business and AREA 17's focus never wavered. They stayed on point and kept the excitement throughout every phase of the project.
American Diamond launched just in time for the 2004 Christmas season with great success – in a market that is extremely competitive and heavily guarded. Beyond desire and beauty, trust and security is key. We are reminded, daily, by our partners, customers and sales that we have gained the trust needed to succeed. That is in large part, due to our work with AREA 17.»
Joseph Bakhash – President & CEO
AMERICAN DIAMOND