Clarity Diamonds — Brand Positioning

Date: 2026-03-08 Status: Active — this is the source of truth for all copy and marketing

What We Are

An Australian online diamond jeweller specialising in IGI-certified lab-grown diamonds with a concierge-led, design-your-own-ring experience.

What We Are Not

We are not a high-street jeweler
We are not a discount diamond outlet
We are not publishing our internal costs or margins
We are not making unverifiable savings claims

Core Positioning

We help people design their perfect ring — with full confidence in what they’re buying.

The trust comes from:

IGI certification on every diamond
Education — we explain the 4Cs, help you understand what matters
Concierge service — a real person guides you, no commission, no pressure
Custom design — 3D CAD previews before anything is made
No high-street overheads — no $40k/month shopfront baked into your price

We do NOT lead with:

Specific margin percentages
Manufacturer invoices
“Save X%” claims
Specific dollar comparisons to competitors
Industry markup statistics
Return policy claims (no return policy in place)
Specific delivery partner names

Brand Voice

Confident, educational, anti-hype. We talk to smart buyers who want to understand what they’re paying for. We don’t pressure, we don’t create false urgency, and we don’t mystify the process.

Tone: Like a knowledgeable friend who happens to know everything about diamonds. Direct but warm. Never salesy.

Examples:

Yes: “We think buying a diamond should make sense, not require blind faith.”
Yes: “Love the ring. Know the diamond. That’s what we’re here for.”
No: “SAVE 60% ON YOUR DREAM RING! LIMITED TIME ONLY!”
No: “Our margin is only 15% — see the manufacturer’s invoice.”

Psychology Principles at Work

These are the behavioural principles baked into our positioning. Reference them when writing any copy, designing pages, or building campaigns.

Principle	How We Use It
IKEA Effect	Custom ring design — customers who invest effort in designing their ring value it more. The CAD preview process creates ownership before purchase.
Authority Bias	IGI certification = independent third-party authority. We don’t ask you to trust us — trust the certificate.
Pratfall Effect	We’re not the cheapest. We don’t claim to be. Admitting we’re not a discount outlet makes us more trustworthy, not less.
Regret Aversion	Free consult, CAD preview before production, no payment until you’ve approved the design — every step reduces the fear of making a wrong decision.
Commitment & Consistency	Small first step (free consult) → choose diamond → approve design → pay. Each micro-commitment makes the next step natural.
Paradox of Choice	5 house designs, not 500. The concierge shortlists 3-5 diamonds, not a page of 50. Fewer choices = more confident decisions.
Zero-Price Effect	Free consult, free design fee on house collection, free CAD preview. “Free” removes the barrier to starting.
Mere Exposure Effect	7-email sequence + retargeting ads + social content = multiple touchpoints before asking for the sale. Familiarity builds trust. (Rule of 7.)
Contrast Effect	The Statement (1.5ct, $X) mak es T h e Cl a ss i c (1.0 c t,$ Y) feel like a smart, reasonable choice.
Loss Aversion	”Launch pricing” implies prices will increase — not buying now means paying more later. Genuine, not manufactured.
Endowment Effect	Once they’ve seen their ring in a 3D CAD render, it’s already “theirs.” Walking away means losing something that feels real.

Hero Text (Website)

Headline:

Love the ring. Know the diamond.

Subheadline:

IGI-certified lab-grown diamonds. Custom designs with 3D previews. A concierge who actually answers your questions.

Runner-up headline (A/B test candidate):

Design your engagement ring — and actually understand what you’re buying.

Why this works: Buying a ring IS emotional — and it should be. The old headline (“Most jewellers sell you a feeling. We give you the facts.”) accidentally positioned us as the anti-emotion option. “Love the ring. Know the diamond.” says you get both: the feeling AND the confidence. Short, punchy, memorable.

Retired headlines:

Headline	Why Retired
Most jewellers sell you a feeling. We give you the facts.	Dismisses emotion. Buying a ring should feel special — we just remove the confusion, not the feeling.
We Show Our Margins. They hide theirs.	Old positioning. We don’t publish margins.

CTAs:

“See How It Works” → /how-it-works (low commitment, explains the process)
“Book a Free Consult” → /concierge (higher commitment, direct action)

CTA copy principle: Action verb + what they get. “Book a Free Consult” beats “Contact Us.” “See How It Works” beats “Learn More.”

How It Works — 5 Steps

1. Consult

Book a free call with our diamond specialist. Tell us your budget, style, and timeline — we’ll guide you through the options. No commitment, no pressure.

2. Choose

We shortlist IGI-certified diamonds matched to your specs. We explain the trade-offs so you can make a confident decision.

3. Design

Pick a setting from our collection or go fully custom. We create a 3D CAD render for you to approve — adjust until it’s perfect.

4. Payment

Pay securely online. We don’t start production until you’ve approved your design and are completely happy.

5. Delivery

Your ring is handcrafted to order, IGI-certified, and delivered to your door via insured shipping.

House Collection

Five signature designs at set price points. Each can be customised.

Name	Shape	Carat	Setting	Metal
The Classic	Round brilliant	1.0ct	Solitaire, 4-prong	18k white gold
The One	Oval	1.0ct	Pave band	18k white gold
The Statement	Oval	1.5ct	Solitaire, 6-prong	18k yellow gold
The Emerald	Emerald	3.0ct	Solitaire	18k white gold
The Forever	Cushion	1.0ct	Three-stone	Platinum

Launch pricing: 40% off sitewide during launch. Everyday pricing is 30% off original. Customisation (metal swap, carat adjustment, engraving) included at no extra design fee.

Pricing approach: “From $2, 460" (l a u n c h) or " F ro m$ 2,870” (everyday) on collection pages. No comparison to competitors. The price should feel fair on its own — not because we’re telling you someone else charges more. See Sales/Pricing Strategy.md for the full pricing model.

Pricing Psychology — House Collection

Good-Better-Best framework:

Entry (Good): The Classic ( $4, 100), T h e O n e ($ 4,600), The Forever ( $5, 600) —1.0 c t d es i g n s a t a ccess ib l e p r i c in g . L a u n c h :$ 2,460–$3,360. Where most buyers land.
Core (Better): The Statement ( $5, 600) —1.5 c t o v a l in ye ll o w g o l d . L a u n c h :$ 3,360. Upgrades feel natural from the 1.0ct designs.
Aspirational (Best): The Emerald ( $9, 300) —3.0 c t e m er a l d so l i t ai re . L a u n c h :$ 5,580. Anchors the entire collection and makes every other design feel like great value by contrast.

Anchoring: Always show The Emerald first in carousels and collection pages. The highest price anchors expectations, making every other design feel like great value.

Charm vs. round pricing: Use round prices ( $3, 500 n o t$ 3,499). Round numbers signal premium quality. Charm pricing ($X,999) signals bargain hunting — that’s not our brand.

Mental accounting: Frame as daily cost over a year in ad copy. “ $6.74/ d a y " f ee l s d i ff ere n t f ro m "$ 2,460” even though it’s the same ring (The Classic at launch).

Price display: Show original price crossed out with discounted price alongside: ~~ $4, 100$ 2,460 — 40% off Launch Special. This is our own RRP, not a competitor comparison — fully defensible. Add a “40% off” badge. Never compare to competitor pricing. See Sales/Pricing Strategy.md for full display format.

Launch pricing as genuine scarcity: “Introductory pricing” is loss aversion done honestly. Prices will increase — this isn’t a fake countdown timer. State it plainly: “Launch pricing — these are our introductory prices while we build the collection.”

Key Pages — Copy Direction

Homepage

Hero: trust + education positioning (see above)
How It Works: 5-step flow
House Collection: 5 designs with images and “from” pricing
Trust signals: IGI certified, custom CAD design, insured delivery, secure payment
Concierge CTA
Education teaser → link to /education

/how-it-works (new page or expanded section)

The 5-step flow with icons and descriptions
Emphasise the human element — you work with a real person
CAD preview gallery showing before/after designs

/concierge

What’s included (free, no-commission, no obligation)
How it works (book → we shortlist → you choose → we design)
Booking form or calendar embed
Amanda’s intro

/our-story

Why Clarity exists — the problem with buying diamonds (confusing, opaque, high-pressure)
Our approach — education, guidance, design
Australian-based, shipping nationwide
Keep it human, keep it short

/education

Already solid — 4Cs framework
Add: “How to read an IGI certificate”
Add: “Lab-grown vs mined — what’s actually different”
Add: “Ring setting guide” (link to setting images)

/contact

Email, phone (if available), hours, form
Response time promise
Link to concierge

/privacy & /terms

Required for ads. Legal templates needed.

What to Remove / Change on Current Site

Current	Change To
”We Show Our Margins. They hide theirs."	"Love the ring. Know the diamond."
"GIA & IGI Certified"	"IGI Certified"
"Handcrafted in Australia"	"Handcrafted to Order"
"Lifetime Manufacturing Warranty”	Remove (unless verified)
“500,000+ IGI & GIA diamonds”	Remove specific number
”Save 40-60%“	Remove
”Secure Escrow” (trust signal)	“Secure Payment”
Specific dollar savings in testimonials	Softer language (“saved thousands”)
“ $5, 800 v s$ 3,120” pricing comparison	Remove or replace with house collection pricing
”Radical transparency” (footer)	“Honest pricing in an industry that needs it”
All “manufacturer’s invoice” references	Remove

Email Sequence — Welcome Series

The 7-email welcome sequence follows the value-before-ask principle. Each email has one job. We earn the right to sell by educating first.

Sequence Design Principles

One email, one job — don’t cram multiple CTAs or topics into a single email
Value before ask — the first 4 emails give; emails 5-7 ask
Commitment & consistency — each small action (open → click → read → book) makes the next action more natural
Cadence: Days 0, 2, 5, 8, 11, 14, 18 — tighter at first (excitement is highest), wider as we go

Tone Shift from Previous Version

Remove all references to showing invoices/margins
Remove specific industry markup stats (84%, 500%)
Remove “500,000+ diamonds”
Keep IGI certification, education, concierge, custom design, insured delivery
Add house collection mention in later emails
Shift tone from “we’re radically transparent” to “we help you buy with confidence”

Email-by-email direction:

01 Welcome (Day 0) — Job: Set expectations, deliver first value Welcome, here’s what to expect. Mention education, concierge, custom design. Don’t lead with pricing claims.

Subject formula: Direct — “Welcome to Clarity — here’s what happens next”
CTA: “Read our 4Cs guide” (low commitment, primes them for Email 02)
Psychology: Reciprocity — we’re giving them something useful immediately

02 The 4Cs (Day 2) — Job: Educate, build authority Education-focused. This is strong content — keep it. Remove any “search our inventory” CTAs, replace with “book a consult to discuss what matters for your budget.”

Subject formula: How-to — “The only 4Cs advice you actually need”
CTA: “Book a consult to discuss what matters for your budget”
Psychology: Authority bias — we’re the knowledgeable friend. Curse of knowledge check: use plain language, not gemologist jargon

03 How We’re Different (Day 5) — Job: Differentiate, build trust Renamed from “Transparency.” Focus on: IGI certified, custom CAD design, concierge guidance, no high-street overheads, insured delivery. Don’t show internal pricing mechanics.

Subject formula: Curiosity — “This is why we don’t have a shopfront”
CTA: “See how it works”
Psychology: Pratfall effect — admitting we’re online-only (no shopfront) and framing it as a benefit

04 Social Proof (Day 8) — Job: Prove it with real stories Customer stories. Soften savings claims to “saved thousands” or “got more than expected for their budget.” Keep the emotional angle.

Subject formula: Story tease — “How Sarah designed her dream ring from her couch”
CTA: “Read more stories” or “Start designing yours”
Psychology: Bandwagon effect + availability heuristic — make success feel achievable and common

05 Concierge (Day 11) — Job: Sell the process, not the product How the concierge works. This is a strong differentiator — lean in. “A real person, not a chatbot. No commission, no upselling.”

Subject formula: Direct — “You don’t have to figure this out alone”
CTA: “Book your free consult”
Psychology: Zero-price effect (free consult) + regret aversion (no obligation). This is the first real “ask” — 5 emails of value earned it.

06 Objections (Day 14) — Job: Handle the “but what if…” fears Address concerns about buying online. Focus on: IGI cert gives you objective quality proof, CAD preview means no surprises, insured delivery, secure payment. Remove escrow references.

Subject formula: Question — “Nervous about buying a ring online?”
CTA: “Book a consult” or “See how it works”
Psychology: Regret aversion — every safety net listed. Confirmation bias — align with what they already want to believe (that they can get a great ring online)

07 Conversion (Day 18) — Job: Gentle close with options Soft CTA. Mention house collection. “If you want help, book a consult. If you want to browse, check out our collection.” No countdown timers, no pressure.

Subject formula: Direct — “Ready when you are (no pressure)”
CTA: Two paths — “Book a consult” (high intent) / “Browse the collection” (still exploring)
Psychology: Paradox of choice avoided — only two clear paths. Status-quo bias countered by making the next step feel effortless

Metrics to Track

Metric	Benchmark	Action If Below
Open rate	35-45% (B2C)	Test subject lines
Click rate	3-5%	Test CTA copy and placement
Unsubscribe rate	<0.5% per email	Check frequency/relevance
Sequence completion	>60% reach Email 07	Check if emails are too frequent or irrelevant
Consult bookings from email	Track UTM	The north star metric for this sequence

Launch Strategy — First 30 Days

ORB Channel Framework

All launch activity maps to three channel types. Everything should funnel back to Owned.

Channel Type	What We Have	Priority
Owned (we control)	Email list (Plunk), website, buyer’s guide PDF, education content	Highest — build this first
Rented (algorithm-dependent)	Instagram, TikTok, Meta Ads	Medium — use to drive traffic to owned
Borrowed (other people’s audiences)	Wedding blogs, bridal influencers, jewellery reviewers	Later — identify 5-10 targets in Week 2

Key principle: Rented channels give speed, not stability. Every ad, every social post, every borrowed mention should drive people into our owned ecosystem (email list or concierge booking).

Week 1: Foundation (Phase 1 — Internal Launch)

Fix all broken site links and inaccurate claims
Build: /concierge, /contact, /privacy, /terms
Update How It Works to 5-step flow
Upload house collection images and pricing
Update hero text
Update email templates to new positioning
Upload signature image (amanda-signature.png)
Install Meta Pixel on all pages (required before Week 4 — needs data collection time)
Set up UTM parameter templates for all links

Week 2: Content & Collection (Phase 2 — Alpha)

Launch house collection on site (“Launch Collection — 5 signature designs”)
Publish /our-story page
Publish /education additions (IGI cert guide, settings guide)
Set up Plunk automation: welcome sequence triggered by concierge booking or lead magnet
Choose signature display concept and reshoot house collection in that style
Create buyer’s guide PDF (lead magnet for email capture)
Identify 5-10 borrowed channel targets: wedding bloggers, bridal influencers, jewellery YouTube reviewers

Week 3: Soft Launch (Phase 3 — Beta)

Organic social: house collection reveals (one per day across 5 days)
Signature display concept video (animated version)
Instagram/TikTok: behind-the-scenes of custom design process (CAD renders, before/after)
Email: announce launch to existing list
Reach out to 3-5 borrowed channel targets with free value pitch (not paid sponsorship)

Week 4: Paid Ads (Phase 4 — Early Access)

Meta Ads launch (see ad strategy below)
Retargeting pixel should have 2-3 weeks of data by now
Lead magnet (buyer’s guide PDF) driving email signups
Set up custom audiences: site visitors, video viewers (75%+), email subscribers

Budget Allocation — Month 1

Total: ~ $1, 000/ m o n t h ($ 33/day)

Campaign	% of Budget	Daily	Purpose
Campaign 1: Awareness	30%	$10	Build pixel data, video views
Campaign 2: Education	30%	$10	Drive email signups via lead magnet
Campaign 3: Collection	25%	$8	Warm retarget to collection/concierge
Campaign 4: Retarget	15%	$5	Hot retarget to concierge bookings

Testing split (within each campaign): 70% to proven creative, 30% to test new variations.

Algorithm learning: Don’t touch ad sets for the first 5-7 days. Let Meta optimise. Resist the urge to tweak.

Ad Campaign Strategy

Naming Convention

All campaigns, ad sets, and ads follow this format for easy reporting:

META_[Objective]_[Audience]_[Offer]_[Date]

Examples:

META_Awareness_EngagedCouples_SignatureVideo_Mar26
META_Traffic_DiamondResearch_BuyersGuide_Mar26
META_Conv_WarmRetarget_Collection_Mar26
META_Conv_HotRetarget_Concierge_Mar26

Campaign Structure

Campaign 1: Awareness — “Meet Clarity” Objective: Brand awareness / video views Audience: Engaged couples, recently engaged, wedding interest (25-40, Australia) Ad copy angle: Emotion + Confidence — “Love the ring. Know the diamond.”

Campaign 2: Education — “Know What You’re Buying” Objective: Traffic to /education + lead magnet signups Audience: Diamond research behaviour, jewellery interest, 4Cs searches Ad copy angle: Curiosity / Authority — “What your jeweller won’t tell you”

Campaign 3: Collection — “The Launch Collection” Objective: Traffic to house collection / concierge bookings Audience: Warm retarget (site visitors, video viewers, email subscribers) Ad copy angle: Outcome / Social proof — show the product, show the process

Campaign 4: Retarget — “Still Thinking?” Objective: Conversions (concierge bookings) Audience: Hot retarget (visited /concierge, /search, or diamond pages) Ad copy angle: Regret aversion / Zero-price — “free consult, no obligation, IGI certified”

Retargeting Windows

Audience	Window	Frequency Cap	Message
Hot (visited /concierge, diamond pages)	1-7 days	Higher OK	Direct CTA — “Book your free consult”
Warm (site visitors, video 75%+)	7-30 days	3-5x/week	Collection + education content
Cool (any site visit)	30-60 days	1-2x/week	Awareness — signature video, brand story

Exclusions: Always exclude existing concierge bookings (converted) and bounced visitors (<10 seconds on site).

Kill Rules & Optimisation

Metric	Threshold	Action
CPA (concierge booking)	> $25 a f t er$ 75 spend	Kill the ad set
CTR (link clicks)	< 0.8% after 1,000 impressions	Test new creative
Video view rate (75%)	< 15%	Hook isn’t working — new first 3 seconds
Frequency	> 3.0 on any ad set	Refresh creative or expand audience
Landing page conversion	< 5% from ad traffic	Fix the page, not the ad

Day 10 decision framework: After 10 days of data, classify each ad set:

Winner (CPA below target, CTR above 1.5%): Increase budget 20%
Promising (close to targets but not yet stable): Continue 5 more days
Loser (CPA 2x target or CTR below 0.5%): Kill and reallocate budget

Don’t touch during learning: For the first 5-7 days after launch, resist editing. Meta needs ~50 events per ad set per week to exit the learning phase. Editing resets the clock.

Ad Copy Bank — Framework-Based Variations

These are ready-to-use primary text options for Meta ads, organised by copywriting framework. Mix and match with the visual prompts below.

Problem-Agitate-Solve (PAS):

Buying a diamond online feels like a gamble. You can’t touch it, you can’t compare it side-by-side, and every website says they’re the best. That’s why every Clarity diamond comes with an IGI certificate, a 3D CAD preview of your ring, and a real person who walks you through it all. Book a free consult →

Most people spend weeks researching diamonds and still feel unsure. The 4Cs are confusing, the prices don’t make sense, and nobody explains the trade-offs. We wrote a free guide that breaks it all down in plain English. Read the 4Cs guide →

Before-After-Bridge (BAB):

Before: Googling “how much should an engagement ring cost” at 2am and getting more confused with every click. After: Knowing exactly what you’re buying, why you chose it, and what it cost — with an IGI certificate to prove it. Bridge: That’s what a free Clarity consult gives you. Book yours →

Before: Walking into a jeweller and hoping the salesperson isn’t just pushing their highest-margin stone. After: Choosing your diamond from a shortlist matched to your budget, with a specialist who doesn’t earn commission. Bridge: Meet your Clarity concierge → Book a free call.

Social Proof Lead:

“Amanda helped us find exactly what we wanted, and the CAD preview meant no surprises.” — Every Clarity ring starts with a free consult. Book yours →

Couples across Australia are designing their engagement rings with Clarity — IGI certified, custom designed, delivered to your door. See the collection →

Meta Ad Specs Reminder:

Primary text: 125 chars visible (front-load the hook), up to 2,200
Headline: 40 chars recommended (below the image)
Description: 30 chars recommended
Always front-load — most people see the first line only

Ad Creative — Visual Prompts

Campaign 1: Awareness

Ad 1A — Signature Concept Video (hero)

[Use chosen signature display animation — ice/water/prism/etc.] Text overlay: “Love the ring.” Second text: “Know the diamond.” End card: Clarity Diamonds logo + “Book a free consult”

Ad 1B — The Classic Ring, Slow Rotation

Product photo of The Classic solitaire ring slowly rotating on a clean white background, soft studio lighting, the diamond catches light at different angles creating sparkle. Smooth 360-degree rotation over 6 seconds. Minimal, premium. Text overlay: “The Classic. 1ct round brilliant. 18k white gold.” End card: “From $2,460 — Design yours”

Ad 1C — Before & After CAD

Split screen: left side shows a wireframe 3D CAD render of a ring, right side shows the finished real ring in the same angle. Camera pushes in slowly. Clean white background. Text overlay: “Design it. Preview it. Wear it.” End card: “Custom engagement rings — Book a free consult”

Campaign 2: Education

Ad 2A — The 4Cs in 15 Seconds

Quick carousel-style video. Each “card” shows one of the 4Cs with a diamond close-up and one line of practical advice: Cut: “This is the one that matters most.” Colour: “F-G is the sweet spot.” Clarity: “VS2 is all you need.” Carat: “Bigger isn’t always better.” End card: “Read the full guide →”

Ad 2B — “What Your Jeweller Won’t Tell You”

Static image: close-up of a diamond on dark background (use cta_diamond.png) Headline: “What your jeweller won’t tell you about the 4Cs” Body: “Most people overspend on clarity and underspend on cut. We wrote a guide to help you get it right.” CTA: “Read the Guide”

Ad 2C — IGI Certificate Explainer

Static image: igi_report.png Headline: “How to read a diamond certificate (and why it matters)” Body: “Every Clarity diamond comes with an IGI certificate. Here’s what to look for — and what to ignore.” CTA: “Learn More”

Campaign 3: Collection

Ad 3A — House Collection Carousel

5-image carousel, one for each house design:

house_the_emerald.png — “The Emerald — 3ct Emerald Solitaire”

house_the_statement.png — “The Statement — 1.5ct Oval Gold”

house_the_classic.png — “The Classic — 1ct Round Solitaire”

house_the_one.png — “The One — 1ct Oval Pave”

house_the_forever.png — “The Forever — 1ct Cushion Three-Stone” Each card: image + name + “From $[launch price]” + “Customise yours →”

Ad 3B — The Emerald (Hero Piece)

Static image: house_the_emerald.png Headline: “3 carats. One clean line.” Body: “The Emerald — a 3ct emerald-cut solitaire in 18k white gold. The hall-of-mirrors effect is unlike anything else. From $5,580.” CTA: “See The Collection”

Ad 3C — Design Your Own

Video: screen recording style showing the ring concept generator in action — selecting shape, metal, setting, then the CAD render appearing Text overlay: “Design your engagement ring in 60 seconds” End card: “Try our free ring designer →“

Campaign 4: Retarget

Ad 4A — Concierge Soft Sell

Static image: warm lifestyle shot (use settings_lifestyle.png) Headline: “Still deciding? We can help.” Body: “Book a free 20-minute call. We’ll shortlist diamonds for your budget and walk you through the options. No obligation.” CTA: “Book a Free Consult”

Ad 4B — Social Proof

Static image: ring_warm.png or lifestyle shot Headline: “Trusted by couples across Australia” Body: “[Customer quote — e.g. ‘Amanda helped us find exactly what we wanted, and the CAD preview meant no surprises.’]” CTA: “Read More Stories”

Ad 4C — Confidence Builder

Static image: diamond on dark background Headline: “Not sure? That’s what a free consult is for.” Body: “Every Clarity ring is IGI certified, custom designed with a 3D preview, and delivered via insured shipping. No surprises.” CTA: “Book a Free Consult”

Content Pillars

Three content pillars that Clarity owns. Every blog post, social post, and education page should map to one of these.

Pillar 1: Diamond Education (Searchable)

“Help people understand what they’re buying”

Target: People actively researching diamonds. High search intent.

Topic	Type	Buyer Stage	Priority
The 4Cs explained (practical, not textbook)	Hub page	Awareness	Already live
How to read an IGI certificate	Spoke article	Consideration	Week 2
Lab-grown vs mined — what’s actually different	Spoke article	Awareness	Week 2
Ring setting guide (with images)	Spoke article	Consideration	Week 2
How much should an engagement ring cost?	Blog post	Awareness	Month 2
Oval vs round — which looks bigger?	Blog post	Consideration	Month 2

Pillar 2: The Design Process (Shareable)

“Show people what it’s like to work with us”

Target: Social audiences, people who haven’t started researching yet. Instagram/TikTok native.

Behind-the-scenes of CAD design process (before/after)
Customer ring reveals (with permission)
“How we made this ring” walkthrough videos
Signature display concept content (ice/water/prism etc.)
Amanda’s concierge tips and diamond advice clips

Pillar 3: Smart Buying (Searchable + Shareable)

“Help people feel confident about their purchase”

Target: Data-driven buyers comparing options. Blog + social cross-posting.

“What to look for in an online jeweller” (checklist format)
“Questions to ask before buying an engagement ring”
“Why we don’t negotiate on price” (thought leadership)
“What ‘handcrafted to order’ actually means”

Homepage CRO — Conversion Principles

The homepage serves two audiences: ready to act (book a consult) and still researching (learn more). Design for both.

Above the Fold Checklist

Can a visitor understand what we do within 5 seconds?
Is the primary CTA visible without scrolling?
Does the headline communicate a benefit, not just a description?
Is there a secondary CTA for researchers (“See How It Works”)?

Page Flow (top to bottom)

Section	Purpose	Psychology
1. Hero	Value proposition + CTAs	First impression — clarity over cleverness
2. Trust signals	IGI certified, custom CAD, insured delivery, secure payment	Authority bias + regret aversion
3. How It Works (5 steps)	Reduce perceived complexity	BJ Fogg: increase ability by showing it’s simple
4. House Collection (5 designs)	Show the product, give price anchors	Paradox of choice (only 5), anchoring (Statement first)
5. Social proof	Customer quotes, photos	Bandwagon effect + availability heuristic
6. Education teaser	Link to /education	Reciprocity — free knowledge builds trust
7. Concierge CTA	”Book a free consult”	Commitment & consistency — they’ve scrolled this far, the next step is natural

Trust Signals — Placement

Place trust signals near CTAs and after benefit claims. Not just in a strip at the top — repeat them where decisions are being made.

Key trust signals:

“IGI Certified — every diamond” (with IGI logo)
“3D Preview — see your ring before it’s made”
“Insured Delivery — Australia-wide”
“Secure Payment — pay only when you’re happy with the design”
“Free Consult — no commission, no obligation”

Month 1 Scorecard

Track these at the end of Month 1 to decide Month 2 strategy.

Metric	Target	How to Measure
Concierge bookings	10-20	Booking form submissions
Email list growth	100-200 new subscribers	Plunk dashboard
Site traffic (total)	1,000-2,000 visits	GA4
Ad spend	~$1,000	Meta Ads Manager
Cost per lead (email signup)	< $10	Ad spend / email signups from ads
Cost per consult booking	< $50	Ad spend / bookings attributed to ads
Email open rate (sequence avg)	> 35%	Plunk analytics
Email click rate (sequence avg)	> 3%	Plunk analytics
Top-performing ad (by CTR)	Identify winner	Meta reporting

Month 2 Decision Framework

Result	Action
CPA < $30 and 15+ bookings	Scale to $1,500/month. Expand winning creative.
CPA $30-50 and 8-15 bookings	Hold at $1,000. Optimise creative and landing pages.
CPA > $50 or < 8 bookings	Cut to $500. Diagnose: is it the ads, the landing page, or the offer?
Email list growing but bookings low	Nurture sequence is working, conversion page isn’t. Fix /concierge.
Bookings high but from organic, not ads	Ads aren’t contributing. Reallocate to content/SEO.

Signature Display — Visual Identity

See Signature Display Concepts.md for the 6 concepts with images and animation prompts. Once chosen, the signature style should be applied to:

All house collection product shots
Hero imagery on homepage
Ad creative (Campaign 1 hero video)
Social media content
Email headers

Marketing Frameworks Applied

This document was built using the following marketing skill frameworks. Reference them for deeper guidance on any section.

Skill	What It Informed
copywriting	Hero text alternatives, headline formulas (PAS, BAB), CTA copy guidelines, page structure
marketing-psychology	Psychology principles table, email sequence psychology annotations, pricing psychology
pricing-strategy	Good-Better-Best house collection structure, anchoring, charm vs round pricing, mental accounting
launch-strategy	ORB channel framework, 5-phase launch mapping to weekly plan, borrowed channel strategy
email-sequence	One-email-one-job principle, value-before-ask cadence, subject line formulas, metrics benchmarks
paid-ads	Campaign naming conventions, budget allocation (70/30), retargeting windows, kill rules, learning phase guidance
ad-creative	Ad copy bank (PAS/BAB/Social Proof Lead frameworks), Meta ad specs, angle categories
page-cro	Homepage CRO section, above-the-fold checklist, trust signal placement, page flow structure
content-strategy	Three content pillars (searchable vs shareable), hub-and-spoke education structure, topic prioritisation

Files Reference

Document	Location
This positioning doc	`Reference/Marketing/Brand Positioning — March 2026.md`
Site audit	`Reference/Marketing/Site Audit — March 2026.md`
Site page copy	`Reference/Marketing/Site Pages — Copy.md`
House collection	`Reference/Marketing/House Collection.md`
Signature concepts	`Reference/Marketing/Signature Display Concepts.md`
Buyers guide images	`Reference/Marketing/Buyers Guide — Image Assets.md`
Welcome email sequence	`Reference/Marketing/Welcome Email Sequence.md`
Pricing research	`Reference/Marketing/Pricing Research & Disclaimers.md`
Meta ads strategy	`Reference/Marketing/Meta Ads Strategy.md`
Launch plan	`Reference/Marketing/Launch Plan — First 30 Days.md`

AbSim

Explorer

Brand Positioning — March 2026