Beond led design and marketing for Diamo — building a store that makes a high-end, made-to-order product feel premium, trustworthy, and easy to buy for a brand nobody had heard of yet.
Diamo sells an expensive, considered purchase — a diamond most people buy once. For a new brand, that raises the bar twice: the work has to look premium enough to justify the price, and approachable enough that a first-time buyer trusts an unfamiliar name with a four-figure order. We designed the storefront to hold both. Premium in its restraint and craft — in how the diamonds, certifications, and settings are presented — and approachable in how it explains the product, the quality standards (VS/VVS, D/E/F, IGI + BIS), and the made-to-order process. The result reads as a fine-jewelry brand, not a marketplace, and gives a first-time buyer enough proof to commit.
Diamo's promise was total customization — and that promise doesn't run natively on Shopify.
Diamo's positioning is built on custom: choose the setting, the stone shape, the carat, the metal, the size — every component of a piece is configurable. In practice, a single product isn't one product; it's thousands of permutations, each with its own price and specification. Shopify's variant system was never built for that scale of combination. So we built the infrastructure for it — a system inside Shopify that lets Diamo offer a genuinely custom product, every combination priced and orderable, without breaking the buying experience or the operations behind it. It's the part of the project a customer never sees, and the reason the "made to order, your way" promise actually works.
A new brand doesn't have a market yet — so we helped Diamo find one.
Before scale comes a harder question: who buys first, and how do you reach them. We helped Diamo define its initial positioning and go-to-market — how to approach early customers and how to advertise a new, custom jewelry brand. Then we ran the first campaigns to prove it. Through social media and Meta marketing, we took Diamo to market, generated its first customer data, and turned that into a clearer read on who responds, what they respond to, and where the marketing should go next.
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Anurag Attri
Founder & Creative Director