Diamonds International

Diamonds International is a known fine jeweler, with over 165 retail stores in the U.S., Canada and Caribbean. Honeymooners, couples and frequent cruise passengers have heard of D.I. The company has a website at Sales from the site prior to 2006, the year the Web Director at D.I. hired Agent-cy, were weak and the web team suffered from a lack of online marketing direction, online branding and online market share. In a saturated marketplace online, such as jewelry,, had a long road to go; but with effective positioning, sound online consumer behavior research and analysis and unquestionable viral marketing tactics that drive results, Agent-cy was able to take from unknown to a leader in online fine jewelry sales in just under three years. Read the story below.


  • To develop and grow a strong online brand
  • To define, find and engage their online audience
  • To break the clutter and find target visibility in a saturated online marketplace
  • To create an online marketing machine in e-commerce and increase online sales by 20%


  • Develop a strategic online marketing plan, including actionable roadmap
  • Strong SEO program delivering on designer, gemstone and product keywords
  • Create and drive interest around weekly and monthly contests and programs with beauty media
  • Create and drive loyalty around online affinity programs
  • Deliver stories of interest via a Lifestyle Newsletter™ Content Management program


  • 20% online sales increase from 2006-2008
  • Placements in major media – Robb Report, Glamour, The Knot, NYC Fashion Week, Seventeen and more
  • Google Page Rank increase from 3 to 5
  • #1 Google Positioning for “Duty Free Jewelry” and “Tanzanite Jewelry”

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