Jonathan’s Fine Jewelers · Houston, Texas
Bringing diamond inventory online.
We helped Jonathan’s adopt a shorter web address, connected diamond suppliers’ inventory to the website with the right selling prices, and developed a marketing plan covering SEO, brand guidelines, and the customer journey.
A visual summary of the integration.
- Client
- Jonathan’s Fine Jewelers
Fine jewelry & loose diamonds - Market
- Houston, Texas
Jewelry buyers & sellers - Our role
- Domain strategy & API integration
Brand, SEO & marketing planning - Engagement ended
- Around 2019
Before the COVID-19 period
01 / The opportunity
Help people choose with confidence.
For a jeweler, a website has to support a considered purchase. Customers need to understand their options, get a sense of the business, and know how to speak with someone when they are ready.
Jonathan’s already had an established business and an online presence. The opportunity was to connect the practical parts of the experience: finding the website, exploring diamonds, understanding the offer, and taking the next step.
Our work covered the address customers used, the inventory and pricing behind the website, and the marketing plan that brought the experience together.
A closer look / Jonathan’s Fine Jewelers
Jewelry photography from Jonathan’s Fine Jewelers’ website.
02 / The domain decision
An address that is easier to pass along.
We recommended moving from jonathansfinejewelers.com to jfjco.com. The business kept its full name; the address became shorter.
- Original address
- jonathans
fine jewelers.com - Shorter address
- jfjco.com
The part before “.com” went from 21 characters to five. That meant less to type on a phone and less room for spelling mistakes. It also gave the business a compact address for business cards, printed pieces, and conversations with customers.
The reason for the change was practical: make the website easier to reach and share. Search visibility was addressed through the SEO work in the marketing plan.
03 / The inventory integration
Supplier inventory, priced for the business.
We built an API integration linking diamond suppliers’ inventory to the Jonathan’s website. The integration applied the appropriate markup so the customer-facing price reflected the business’s selling price.
This connected two sides of the business: the diamond information available from suppliers and the offer presented to a customer. Inventory data and pricing rules became part of the website’s function.
- 01 / Source
Supplier inventory
Diamond inventory supplied through the integration.
- 02 / Price
Apply the markup
The pricing step turns supplier pricing into the selling price.
- 03 / Present
Website inventory
Customer-facing diamond information with the appropriate price.
Simplified explanation of the delivered integration, based on Bennu Create’s project account.
The inventory connection made the website part of how the business presented its diamonds for sale. Marketing, product information, and pricing needed to work together.
04 / The marketing plan
Connect discovery to a conversation.
We developed a marketing plan that brought SEO, brand guidelines, and the customer journey into the same brief. Each addressed a different part of the buying decision: being found, presenting the business consistently, and helping someone decide what to do next.
SEO and customer questions
Search was part of the plan for helping customers find the business and research a purchase. The archived site shows the relevant subject areas: engagement rings, loose diamonds, watches, jewelry, and selling or trading an item.
Brand guidelines
We developed guidelines to give the website and marketing a consistent point of reference. The aim was for customers to recognize the same business and understand the same offer across its materials.
Customer journey planning
We considered the steps between first interest and a conversation with the jeweler. The plan connected research and product exploration to the point where a customer needed individual advice.
A coordinated marketing plan
The domain, website capability, SEO, brand guidance, and customer journey were considered together. That gave the business a plan for attracting interest and helping visitors move toward an informed inquiry.
Customer journey / strategy overview
- 01
Discover
Find Jonathan’s through search, marketing, or a referral.
- 02
Understand
Read about the options and the business.
- 03
Explore
Look at diamonds, jewelry, and the relevant services.
- 04
Connect
Ask a question or arrange an appointment.
A summary of the strategy, rather than a measured conversion funnel. The archived pages show educational content, product categories, galleries, and appointment links.
05 / What the work delivered
A website connected to the business.
The engagement combined a practical domain decision, custom development, and marketing planning. Its value was in the capabilities delivered: a shorter address, a supplier-to-website inventory connection with pricing markup, and a plan covering how customers find and approach the business.
- Domain strategyThe move to jfjco.com made the address more compact.
- Custom integrationDiamond supplier inventory linked to the website.
- Pricing logicThe appropriate markup applied to customer-facing prices.
- Marketing planningSEO, brand guidelines, and the customer journey in one plan.
Project scope and delivery are based on Bennu Create’s account of the engagement, which ended around 2019. The linked archive captures document the public website; the private API implementation is described from Bennu’s project account.
06 / The website record
The historical website record.
These Wayback captures show the earlier address and later versions of the public website. They provide context for the engagement; capture dates are not project start or launch dates.
February 12, 2013
The original address
The original-domain site includes service pages, diamond education, a blog, and contact details. Jonathan’s already had a website to build upon.
View the 2013 captureJanuary 19, 2015
The shorter domain
The jewelry site is operating at jfjco.com, with product categories, an appointment route, customer testimonials, and educational blog categories.
View the 2015 captureJanuary 4, 2018
Research and appointments
The captured navigation includes engagement-ring galleries, loose diamonds, watches, and appointment links. Educational and seasonal articles support product research.
View the 2018 captureAn early-2019 capture also preserves the product and appointment paths. Archived assets and third-party tools may be incomplete. The current Jonathan’s website includes later work and is not presented here as Bennu’s current build.
Discuss your website
Does your website need to do more for the business?
Tell us what customers need to find and what your team has to manage behind the scenes. We can help work out the website, integration, and marketing requirements.