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Petra is the world’s third largest producer of rough diamonds by value, supplying these rare and precious gemstones to the Jewellery industry safely and to the highest ethical standards.
They produce the full spectrum of diamonds, including fancy coloured diamonds, the rarest and often the most valuable. The Cullinan Mine is renowned as the world’s only reliable source of blue diamonds, Williamson is known for its ‘bubblegum pink’ diamonds, and Finsch for its fancy yellows.
The brief
The primary aim of the project was to bring a luxury, high-end feel to their new website through an updated design while also making improvements to the overall layout and sitemap.
The previous Petra Diamonds website was outdated, was slow to load, and the number of pages had grown over the years meaning that an exercise in reviewing, refining, streamlining and consolidating all of the site content was required.
One of the key aspects that the client wanted throughout the site was a way of making their key figures and mine information stand out.
Our approach
The most important part of this project was designing the new look and feel as the new site had to be a significant departure from their previous site design.
The client had an abundance of beautiful imagery of their incredible diamonds, and also their established facilities and staff. Together with our design, the photography aided in creating a sophisticated style and user experience.
We created custom designs for most of the pages on the site, with the developers building a lot of bespoke elements and functionality. We utilised lots of animation to make the content engaging and dynamic. Alongside this, we styled the in-page banners with a fixed background that follows the user down the page, seen through cut outs in the page content.
The outcome
The new site went live at the beginning of November 2023 to a fantastic reception.
Petra Diamonds now have a striking new site that lets their assets truly shine with easy to use navigation, and a much improved appearance and experience.
We were apprehensive when we engaged with Brighter IR as their quote was extremely competitive…
but having looked at other client references and engaging with others we took the plunge. From start to finish Ronnie and the Brighter IR team were friendly, engaging and helpful. We had a huge website to work with and were looking to do a complete design and messaging overhaul – with many stakeholders’ views to take on board.
At every step Brighter IR were polite, patient and always willing to explore different concepts or ideas, and always advising us on best practice at the same time. We are really pleased with the new site and its functionality, and have had a lot of positive feedback. Not only did we save costs on our website build, but our maintenance costs have also reduced. Thank you all so much, it was a very long journey and we are grateful to you all for always smiling, being flexible, and ultimately producing an exceptional piece of work.
Petra Diamonds
