TenSevenSeven: A Bespoke, Online Engagement Ring Builder

Michael Hill Jeweller is a household name in Australia, with over 170 stores in shopping malls across the country. But its success as a mass retailer created a new challenge. Young couples seeking sophisticated, one-of-a-kind jewellery experiences didn’t want to buy their engagement ring from a ‘mall retailer’. So, Michael Hill needed to create an entirely new offering to appeal to this audience. The Brief — Reinvent the engagement ring shopping experience with a premium online brand, combining the customisation of an ‘In Real Life’ independent jeweller with a seamless digital experience.

TenSevenSeven — a world-class digital experience, leveraging next-generation technology to build 3D product renders online, revolutionising the engagement ring shopping experience. Through seamless integration of online customisation and real-time visualisations, people immerse in a full 360-degree view of their 3D ring, thoroughly inspecting their design from all angles. People can then save their design to compare to others they’ve created or complete their purchase. This customisation far surpasses what could be offered in-store. This is not a high-pressure selling environment, rather a high touch, detailed, exploratory experience providing seamless online connection to diamond experts for tailored assistance when needed.

TenSevenSeven sets a new standard for digital customisable jewellery design. Significant business results were realised through the platform quickly. Since the brand launch, TenSevenSeven has achieved an Average Transaction Value 186% above forecasts, reached 3.8m Instagram users with 33m impressions and an average of 190 ring-builder onsite interactions per day. TenSevenSeven effectively capitalises on a market gap by being the most beautiful and differentiated experience in the online ring-builder space. The positive results to date prove the platform is successfully empowering people to design and purchase high value, unique premium jewellery products with confidence.

TenSevenSeven prioritises the customer experience by adding several key features to the user journey based on user testing feedback. Users validated the mobile-first, non-linear utility that encouraged exploration of ring and diamond options as core to the experience and as a unique point of difference. The importance of personalised guidance for customers investing significantly in a custom engagement ring was recognised. To address this, a virtual appointment scheduler is included within the ring builder interface, enabling seamless online connections with knowledgeable diamond experts. This ensures tailored assistance throughout the ring customisation process for those who seek it. Additionally, users benefit from a full 360-degree view of their 3D ring, allowing them to thoroughly inspect their design from all angles. The platform offers a comprehensive catalogue of over 20,000 natural and lab-made diamonds, complete with details such as price, cut, clarity, and colour, accessible through a convenient filter section. This extensive selection surpasses the limitations of physical stores, providing users with unparalleled choice and transparency aligned with their preferences. By integrating these features, TenSevenSeven delivers a comprehensive and user-centric experience for customers seeking the perfect engagement ring.