Fine Diamond and Gemstone Jewelry

Introduction is an ecommerce site that sells prestigious jewelries online. The site is professionally designed with strong appealing graphics. The website looks secure and I am sure that users will have no issues buying jewelries from them.


The first 5 mins navigating the site gave me an impression that the site is out to impress. Diamonds, pendants, bracelets… they seemed to shine throughout every pages. All the graphics seemed to be professionally re-touched before. Thumbs up to the web designer and the photographer! Navigation was easy and I had no problems finding my way around the site. The english was perfect (better than mine). I like to see more pictures on the about us page though.

“Ask anyone who has shopped with and they will tell you: Its an amazing visual shopping experience backed up by instant customer service!”

This is a strong statement. Perhaps provide some testimonials?

The only problem I had was that many jpegs were very big. Unless the user is using very high screen resolution, the big flower in the homepage (934 x 638 pixels) would fill up the whole screen. I had to scroll most of the time on every page.

fig 1. You see big gaps very often.

Every page is very spacious, sometimes too spacious for my liking… In fig 1, you see the big gap between the content and the footer. Perhaps this might work as a print but for the web, I have to scroll down to see the footer, ie a few more seconds to know more about the site. Most importantly, users have to be comfortable with the site. As a person who shops online all the time, I tend to go for speed and functionality.

fig 2. Text seems abit cramped.

Surprisingly, I feel that the text need more breathing space and this can be achieved easily using CSS. They all seemed abit cluttered on my IE. Other than that, the layout, font sizes and spacing is very consistent across all the pages.


fig 3. Bracelet information covers the other bracelet on the right.

In the product pages (such as gemstone rings or gemstone bracelets for example), mouseover one bracelet gives you additional information on the bracelet. This is all good… However, the popup information actually covers the other bracelet on the right entirely. Perhaps a smaller popup or bigger popup upon mouse click might be a better idea. I actually feel that the mouseover information is a bit overwhelming because I have yet shown interest on the bracelet. If the bracelet images are smaller, perhaps we can have more bracelets in a page and less clicking or scrolling for the potential customers.

fig 4. Nice video of a ring.

I really like the videos of the jewelries. It shows that the company is willing to put in extra effort to give more information to the customers. To me, this is a major plus point because it is something that other jewelry website doesn’t have.

I also like to say that I will feel secure shopping on this site (and I am sure others will too). People will have more confidence when they see the live chat and contact number on every page. There are also verisign and mcafee secure logos on the footer!


Overall, is an above average secure ecommerce website that should make sales. The graphics are appealing and customers should have the words “elegance” and “prestige” in their mind when navigating the site. If this is the objective, then yes, the owner has achieved it 100% percent. Congratulations.

On the other hand, I feel that the graphics are a bit overwhelming and it affects the functionality of the site, ie I like faster browsing speed and see more items on one page. I also feel that there needs to be more “human” factor in the site to make it more friendly. This can easily be achieved by using human graphics and customer feedbacks.