The Premium Reference for Lab-Grown Diamonds
Year
2025
Services
JEWELRY
Industry
B2C Jewelry
Share
Emotionally underutilized purchase journey — Buying an engagement ring is one of the most emotionally charged decisions a consumer will ever make. The site treats this process like a standard product catalog, without guiding the visitor through their life moment. No intent-based entry points exist to shape the experience.Undervalued social proof — With 21,044 reviews and a perfect 5-star rating, Cullen holds an exceptional trust asset — never placed at the heart of the purchase journey where decisions are actually made.No retention or acquisition mechanics — No referral program, no incentivized newsletter, no countdown timers. Customer lifetime value remains below its potential.Confusing contact hours for the US market — Support hours reveal that customer service operates from Australia, raising doubts about availability and brand proximity for American customers.
We rebuilt the experience around intent-based and life-moment navigation — emotional entry points placed directly on the homepage: "I'm proposing," "We're getting married," "I'm looking for a gift" — each leading to a curated selection that reduces decision time and increases session depth. We moved social proof to the heart of the funnel, building a dedicated "Real Stories, Real Couples" section with customer photos, video testimonials, and review excerpts on every product page — fully leveraging those 21,000+ reviews where decisions are actually made. We launched referral and loyalty mechanics built for the premium buyer — an active referral program ($75–100 per referred friend), a welcome newsletter with -10 to -15% off at signup, and seasonal flash offers tied to proposal moments with countdown timers. We resolved the localized US customer service gap — dedicated hours, a US-specific contact number, and a 24/7 chatbot to immediately reassure American visitors. Finally, we transformed the ring configurator into an immersive experience — AR and 360° previews, diamond size comparisons on a model hand, and real-time price estimates to eliminate budget anxiety throughout the customization process.
21,044 customer reviews with a perfect rating — a trust asset that deserves to sit at the center of the purchase journey.Multi-city physical presence across the US — San Francisco, Houston, Los Angeles, Austin, and San Diego coming soon — calling for a digital experience strong enough to convert visitors before they ever step into a showroom.A complete product range covering engagement rings, wedding bands, and fine jewelry — demanding intent-based navigation over category browsing.An existing affiliate program — a solid foundation to build a real word-of-mouth and structured referral growth engine.A high-potential newsletter with an engaged audience — missing only the mechanics to monetize and retain it week after week.Cullen has every ingredient of a reference brand — premium product, massive social proof, growing physical footprint. What's missing is a digital experience that turns a curious visitor into a convinced customer, and then into a brand ambassador.
Amanda Clarke
Chief Marketing Officer, Cullen Jewellery
