Diamonds Direct launches new API driven headless storefront on BigCommerce platform

Diamonds Direct, a luxury jewellery company in the United States, has launched on the BigCommerce platform.

It is tapping BigCommerce’s headless and composable commerce capabilities for this project.

“Revitalising our platform required us to transform our online business, focusing on functionality to deliver an elevated customer experience, while simultaneously prioritising stability, scalability and security,” says Rachel Scholan, Vice President of Digital Strategy at Diamonds Direct.

"BigCommerce and Experro enabled us to boost our online presence and exceed expectations with personalised customer journeys, heightened engagement and full flexibility on both ends.”

Diamonds Direct’s legacy platform was hindered by several limitations, including a lack of headless capabilities, content management and self-service tools, which required developer assistance for even minor updates.

Additionally, the previous platform’s insufficient search and product merchandising capabilities coupled with disconnected technology stacks and siloed data resulted in poor site performance, limited omnichannel capabilities and, ultimately, a sub-par customer experience.

Diamonds Direct’s digital strategy and transformation partner Rapidops aligned with BigCommerce as the e-commerce engine, BigCommerce agency partner 1Center as the design and implementation partner and Experro as the digital experience platform (DXP).

Using BigCommerce’s composable open SaaS headless platform as the back-end and Experro as the DXP to offer the fast store front-end, AI powered search and merchandising, personalisation and customer journey automation, the offering was launched in just three months.

“The combination of BigCommerce and Experro exceeded all of our expectations for a critical enterprise customer like Diamonds Direct,” says Minank Mori, Director of E-commerce at 1Center.

“Within the first month alone, mobile site speed increased significantly. Engagement and average order value also increased compared to the previous year. We firmly believe that there is no better partner duo to deliver an enterprise-grade headless and composable e-commerce experience than BigCommerce and Experro.”

Key features of the new site include a jewellery builder to provide personalised shopping experiences, as well as a product sync engine that ensures seamless synchronisation of thousands of unique SKUs in near real-time fashion.

The engine is specifically designed to handle the complexities of multiple vendors supplying diamonds to various retailers, ensuring that each diamond is accurately reflected in the inventory. Rapidops and 1Center integrated multiple internal systems including their PoS to automate many operational processes.

“BigCommerce is an enterprise e-commerce platform built to empower our merchants’ ambitious growth. We work with a rich ecosystem of technology providers to deliver a seamless front- and back-end commerce experience for our merchants and their customers,” says Marc Ostryniec, Chief Sales Officer at BigCommerce.

“By leveraging BigCommerce's platform and partners, Diamonds Direct now has the agility of a modern technology stack to drive its business forward.”

“As the modern enterprise DXP, Experro drastically reduces the complexity, costs and time required to launch a highly customised headless store,” says Jayesh Mori, CEO at Experro.

“With our strong partnership and robust integration with BigCommerce, Diamonds Direct now has the ability to launch new customer experiences in minutes, improve customer engagement and drive sales.”