International Diamond Center (IDC) is a premier jewelry retailer in the Florida and Georgia areas. IDC has been in business for over thirty-five years and is now an industry leader in exceptional fine jewelry and diamond engagement rings. In 2019, Hatfield Media was privileged to join in those efforts by providing a spectrum of digital marketing services.
Client: International Diamond Center
Before You Ask Her, Ask Us
Built on family values and a commitment to providing a high quality shopping experience, IDC elevates the jewelry-buying experience to one that is trustworthy, caring, and unique. Founder and President, Keith Leclerc, leads the business with the belief that “International Diamond Center is more than a jeweler — they’re a family.” Those fundamental values echo through each of IDC’s nine showroom locations. Jewelry-buyers in Gainesville, Port St. Lucie, Savannah, Clearwater, Tampa, Altamonte Springs, and Orlando know that when they visit their local IDC showroom, they will quickly find friendly, professional, and knowledgeable service to make the right purchase.
At International Diamond Center, their motto is, “Before you ask her, ask us.” They understand that a proposal is one of a person’s happiest moments in life, and the right ring makes it all possible. That is why IDC is committed to being a trustworthy, pressure-free resource for education and exploration of diamond engagement rings. Featuring a large selection from top designers such as Forevermark, Tacori, and Verragio, couples in love easily find the ring that will symbolize forever their affections. Toward that end, it is the vision of IDC’s VP of Marketing, Brian Stamey, to “continue to provide exceptional value to the consumer, providing them with trustworthy and quality merchandise at a substantial value.”
Multifaceted Website Evolution
Providing an incredible in-store shopping experience works in harmony with also offering a sparkling online shopping encounter. Whether a person is shopping for jewelry for themselves, a special occasion gift, or the milestone of engagement, they begin their search online. For that reason, Stamey came to Hatfield Media for SEO and website services. In his initial conversation with Drake Hatfield, President and CEO of Hatfield Media, Stamey discerned that “Drake is extremely intelligent and on-top-of the marketing and development aspect of the industry. His philosophy is really client-first, truly doing what is in the best interest of the client with a long-term approach.” Soon thereafter, our team got to work.
The most important website objective for us was to “make sure it is modern, beautiful, and functional,” as described by Stamey. In the fall of 2019, our web developers created and launched a sparkling new IDC website with device and browser optimization, and a seamless eCommerce experience. The new website beautifully expresses the full spectrum of jewelry and services offered by IDC with bright and clean design, interactive features, and user-friendly navigation.
Our web development team thoroughly enjoyed the experience of building IDC’s new website. “IDC was a particularly compelling opportunity for us. Our work began with the simple objective of an aesthetic facelift for their previous eCommerce website,” recalls Ray Tri, Website Developer. What began as a visual project became a thorough improvement project, diving into the realm of eCommerce and digital marketing as a whole. A large and highly beneficial aspect of that became transferring IDC’s eCommerce platform to Shopify. “Through Hatfield Media’s partnership with Shopify, we had access to resources that would allow us to really push the limits. Empowering an absolutely stellar business-to-consumer experience is very enjoyable,” says Tri.
Coupled with the new website, Hatfield Media is also continually serving IDC with excellent Search Engine Optimization. When partnering with a client for SEO, our team focuses on analytics-driven approaches to keep our clients ahead of the curve. As IDC’s website continues to develop and grow, so also does their SEO performance. “The quality of visitors coming to our site is much higher,” Stamey notes. “Visitors' time on the site has doubled, the bounce rate has decreased 400%, and Our eCommerce sales have increased 200% in the last year,” Stamey recalls.
Sparkling SEO, combined with creative ads and the use of Shopify as a platform, has taken IDC’s digital presence to a new level of greatness. After the decision to move the website to Shopify, Stamey has been “ecstatic” about the results. “It’s so intuitive and user-friendly. We’ve seen a much better conversion with sales, and I think that the SEO will only continue to increase that,” says Stamey.
Capturing the Essence of IDC
During the course of Hatfield Media’s partnership with International Diamond Center, our video production team has assisted in the production of three YouTube commercials with enthusiastic plans for future videos as well. Currently on IDC’s YouTube page, one video in particular showcases the talent of Video Producer and Motion Graphics Designer, Douglas Grillo. In the final third of the short “IDC & Tacori” commercial, Grillo had the pleasure of seamlessly incorporating a motion graphic of IDC’s Florida and south Georgia locations. “We wanted to create something that can look elegant, clean, and smooth to help create a visual impact,” recalls Grillo.
For inspiration, he looked to the multifaceted grace of a diamond. “Using some characteristics from jewelry helped us to define the materials applied to the graphics, like the small IDC logos, the tridimensional Florida map, and even the floor where it sits,” he notes. The end result is truly dazzling, evoking imagery of a beautiful jewelry showroom. Grillo describes the imagination behind the design as thoughtfully using “small and subtle camera movements to help show the IDC locations as if they were jewels on display.”
As an integral piece of a well-rounded digital marketing strategy, video production makes a noticeable impact. “For us, video is even beyond eCommerce and web,” says Stamey. “Video content is how consumers increasingly prefer to interact.” Videos capture stories, thoughts, and messages in a way that few other mediums can. In anticipation of continuing video work with Hatfield Media, Stamey underscores that he is “excited to work with the video team to get some brand stories and good emotive videos that speak to the essence of what IDC’s brand is — a family business that likes to have fun. At the end of the day, we want the whole jewelry-buying process to be enjoyable.”
Crystal Clear Future
Looking at these present successes and to future projects, Stamey notes that the culture of Hatfield Media is what makes this Florida resident feel at home with a Louisville marketing agency. “Coming up here, meeting the team, and seeing the culture that Hatfield has makes me much more comfortable with having an agency out of state. Having someone whose advice you can trust and who has your best interest at heart” makes a meaningful difference. This established trust not only nurtures a positive client relationship but also supports ongoing efforts to help IDC shine. In Stamey’s words, “The proof is in the pudding, and the results speak for themselves. It has been a huge blessing for us to have discovered Hatfield, and I’m excited to see how that partnership is going to evolve.”
Hatfield Media is extremely pleased with the way International Diamond Center has flourished during our partnership. “Working with International Diamond Center continues to be a joy. Brian's trust in our team's abilities has allowed us to fully leverage our creativity and skill, which continues to yield a dramatic increase in quality conversions for all of IDC's divisions and locations. We look forward to continued partnership and growth for IDC,” Drake Hatfield, President and CEO of Hatfield Media.
Powerful web design & development
Hatfield Media provides full service website design and development, 4K video production and search engine optimization. If your business is currently seeking a new web development partner, we would love to have the opportunity to meet with you!
Let's grab coffee!