Customers often take time to consider their options, explore various designs, styles, and price points before making a decision. So, when a visitor comes to your website for the first time, it’s unlikely they will make a purchase straight away. This is where a digital sales funnel can come into play.

What is a sales funnel?

A sales funnel, in essence, represents the journey a potential customer takes from their first interaction with your brand to the final purchase.

It’s called a ‘funnel’ because, much like a real-world funnel, the number of people decreases as they move closer to the final stage—making a purchase. Here’s how it typically breaks down:

1. Awareness: This is the top of the funnel, where potential customers first become aware of your brand or products. This could be through a Google search, social media post, or even word of mouth.
2. Interest: After they know about you, they might show interest in your products. They may visit your website, follow you on social media, or sign up for your newsletter (via the email opt-in we discussed earlier).
3. Consideration: This is a critical stage where potential customers are comparing your offerings with competitors. They are considering their options, evaluating your products based on quality, price, reputation, etc. This is where your email marketing can play a key role, providing relevant information and gently nudging them towards your brand.
4. Decision: The prospect is now ready to make a purchase. They’ve chosen the product they want and are figuring out where to buy it from. This is the time to reel them in with a compelling offer or a strong call-to-action.
5. Action: The final stage of the funnel, where the prospect becomes a customer by making a purchase. But the journey doesn’t end here. Post-purchase services, follow-up emails, and requests for reviews can lead to repeat purchases and loyal customers.

The sales funnel is a continuous process, a cycle that repeats with every new prospect. Your email marketing strategy, coupled with the email opt-ins, plays a pivotal role in guiding potential customers through each stage of this funnel, ultimately leading them to choose your brand when they’re ready to make a purchase.

It’s a powerful way to nurture leads, build relationships, and turn prospects into loyal customers.

How an email opt-in forms can help move people through your sales funnel

Email opt-ins are essentially permission slips that allow you to send marketing emails to potential customers.

This is a powerful tool for nurturing leads and staying at the forefront of their minds during the consideration period. Here are some steps you can follow:

1. Create a Sign-up Form: Place a simple, user-friendly sign-up form on your website where it’s easily visible, like in the header, footer, or as a pop-up. The form should ask for at least the visitor’s email address, though you may also want to collect their name for personalised communication.\

2. Offer Value: To encourage visitors to share their email address, offer something valuable in return. This could be a discount on their first order, exclusive access to sales, or informative content like a guide to choosing the perfect diamond ring, for example.
3. Email Marketing Campaign: Once you have their email address, you can send them regular updates about your jewellery offerings, sales, events, and more. The key is to provide valuable content that resonates with them and gently nudges them towards making a purchase.
4. Personalised Follow-ups: With the data you collect, you can personalise your follow-up emails based on their browsing behaviour. If they viewed a particular item or category multiple times, you could send them more information or a special offer related to that product.
5. Engagement: Keep them engaged with interesting content about jewellery care, the latest trends, stories behind your pieces, or educational content about different gemstones. This will help establish a relationship and trust with potential customers.

Remember, the goal is not to push for an immediate sale but to stay in touch during their consideration period, build a relationship, and ultimately, be their chosen retailer when they’re ready to make the purchase.

This strategy can turn casual website visitors into loyal customers.

Not only does it affect what the ring looks like, it’s also one of the biggest determinants of the cost of the diamond.

By the end of this guide, you’ll have a clear understanding of what diamond carat is all about and how to make the best choice for your engagement ring.

What is Diamond Carat?

Contrary to what many people think, ‘carat’ isn’t a measure of how ‘big’ a diamond is, instead it’s a measure of how much a diamond weighs.

One carat is equivalent to 0.2 grams or 200 milligrams.

So, while carat weight can give you a general idea of how large the stone will appear, it isn’t a foolproof guide. Two diamonds can weigh the same but have different shapes and will therefore look different sizes when mounted in a ring.

Where ‘carat’ came from

The term “carat” has its origins in ancient times when carob seeds were used as a standard for weighing precious gemstones.

Today, the carat system is a universally accepted method for measuring a diamond’s weight, with each carat being broken down into the smaller unit of ‘points’e.g. a 0.5 carat diamond might be called a ’50 pointer’.

Why diamond carat is important

Carat is an important factor in determining a diamond’s value, as larger diamonds are generally than smaller ones.

However, it’s crucial to remember that carat is just one aspect of a diamond’s overall quality and should be considered alongside the other 4 C – cut, clarity and colour – as well as a host of other factors too.

Diamond Size vs Carat Weight

Though carat weight is related to a diamond’s size, it’s important to understand that it’s not the same thing.

A diamond’s size refers to its dimensions (length, width, and depth), and different diamonds of the same carat weight can look quite different.

Looking at the example below, the diamond on the right is cut to be deeper than the diamond on the right.

Equally, two diamonds of the same shape and carat weight can look quite different if they carry their weight in different places. A 1 carat oval shaped diamond that is cut deeper may look significantly smaller than one that is cut shallower:

For example, some diamond shapes have more ‘spread’ than others, so a 1 carat oval will generally look larger than a 1 carat round diamond.

How Diamond Carat Affects Prices

Carat weight plays a significant role in determining a diamond’s value and as a general rule, the higher the carat weight, the more valuable it is.

However, it’s important to note that diamond prices don’t increase in a straight line with carat weight. Instead, prices jump at popular carat weights e.g. 0.5 carats, 1 carat, 1.5 carats, etc, due to higher demand for these sizes.

For example, a 1-carat diamond is likely to cost significantly more than a 0.95 carat diamond of the same quality, even though the actual difference in size is minimal.

Balancing Carat Weight with Cut, Clarity, and Colour

While carat weight is an important factor to consider when choosing a diamond, it’s important to remember that it’s just one aspect of a diamond’s overall quality.

To strike the best balance between value and appearance for your engagement ring, you’ll need to also consider the other Cs: cut, clarity, and colour.

A well-cut diamond will sparkle more brilliantly, and sometimes even appear appear larger than a poorly cut diamond of the same carat weight. Prioritising cut quality is an excellent way to maximise the beauty of your diamond, even if it means opting for a slightly smaller carat weight.

Clarity and colour are also important factors to consider. For example, you may choose to sacrifice a bit of carat weight in favour of a higher clarity or colour grade, to ensure that the diamond is a good all-rounder.

Lastly, there’s an additional C to consider – Cost. Buying a diamond ring is

How to Choose the Right Carat Weight for Your Engagement Ring

There are several things to think about then it comes to choosing what carat weight is right for your engagement ring:

Personal preferences and style: Consider your partner’s tastes and preferences when selecting a diamond. Some people may prefer a larger diamond and be happy to sacrificen colour or clarity, while, while others may prefer a more modest and understated look, but with more of a focus on the quality of the diamond.

Finger size and proportion: Take into account your partner’s finger size and proportion when selecting a carat weight. A larger diamond might look overwhelming on a smaller finger, while a smaller diamond could appear underwhelming on a larger finger. Diamond shape can also make a big difference here – as mentioned earlier, elongated shapes like oval diamonds can look larger than round or princess cuts.

Lifestyle and daily activities: If the ring-wearer has an active lifestyle or a job that involves using their hands frequently, a smaller carat weight may be more practical and comfortable.

Budget: Ensuring that the carat weight youre aiming for is realistic for your budget, while still finding a balance between carat weight and the other 4 Cs is key to getting a beautiful ring without spending too much. One way to maximise the carat weight can be to select a lab-grown diamond rather than a ‘natural’ mined stone.

Carat Weight and Diamond Shapes

Different diamond shapes look very different at the same carat weight.

In the example below, the 10 most common diamond shapes used in jewelry are compared to each other and a £1. These diamonds each weigh 5 carats (which is sizeable!), but the aim of the image is to show how large the differences between different shapes at the same carat weight can be.

Round diamonds and carat weight

The classic round shape is the most popular choice for engagement rings. The round diamonds’ symmetrical shape has been optimised to reflect as much light as possible in the form of sparkle, which means that they have to be a particular depth. This depth is deeper than some other shapes, which means that they are middle-of-the-pack when it comes to ‘facing up’ big.

Princess diamonds and carat weight

Princess cut diamonds are typically cut a little deeper than round cut diamonds, which means that they face up a little smaller.

Cushion diamonds and carat weight

Cushion cut diamonds are known for their soft, rounded edges and pillow-like shape, although there can be considerable variation in their shape. Some cushion cuts are square, while others are rectangular. It’s a good idea to check cushion cut sizes on a diamond-by-diamond basis, rather than just relying on the carat weight to gauge the diamonds size.

Oval diamonds and carat weight:

Oval-shaped diamonds are elongated and are cut more shallowly than many other diamons shapes, which can make them appear larger than other shapes at the same carat weight. Oval diamonds can therefore be a good choice for those who want a larger appearance without a significant increase in price.

Pear diamonds and carat weight:

Pear-shaped diamonds, also known as teardrop diamonds, are also elongated, so can also appear larger than their carat weight.

Marquise diamonds and carat weight:

While marquise cut diamonds aren’t the most common choice, they are the shape that looks the largest for a set carat weight.

Emerald diamonds and carat weight:

Emerald cut diamonds have a rectangular shape with step cuts, creating a unique and elegant appearance. Due to their large table (the flat top facet of the diamond), emerald cuts can show off their carat weight well, although they may not appear as brilliant as other shapes.

Asscher diamonds and carat weight:

Similar to the emerald cut, Asscher cut diamonds feature a square shape with step cuts. Asscher cut diamonds are typically cut to be deeper than other diamond shapes, which can mean that they ‘face up’ smaller when viewed from the top..

Radiant diamonds and carat weight

Radiant cut diamonds combine the brilliance of a round diamond with the modern shape of an emerald or Asscher cut. Like cushion cuts, there can be considerable variation in the shape of radiants – some are square, while others are rectangular – so it’s important to check the dimensions of any radiant you are considering.

Tips for Maximising the Appearance of Carat Weight

If you’re looking to make the most of your diamond’s carat weight, there are a few strategies you can employ to maximise its appearance:

• Choose a ‘fancy’ (non-round) shape with an elongated shape and a larger table e.g. oval, pear or emerald cuts.
• Choose a thinner band: A thinner band can make the centre diamond appear larger by comparison, drawing more attention to the stone.
• Choose a halo setting: A halo setting surrounds the centre diamond with a ring of smaller diamonds, creating the illusion of a larger stone while also increasing the ‘total carat weight’ (CTW) of the ring.

Diamond Certificates and Carat Weight

When purchasing a diamond, it’s crucial to ensure that it comes with a certification, or ‘grading report’ from a reputable entity. A diamond certification verifies the carat weight and other quality factors, such as cut, clarity, and colour.

Some of the most reputable certification grading labs include the Gemological Institute of America (GIA), the American Gem Society (AGS), and the European Gemological Laboratory (EGL).

Not only will a diamond certification provids an unbiased assessment of the diamond’s quality, it will also list out the diamond’s dimensions, allowing you to copare different diamonds of the same carat weight and ensuring you are comfortable with the size of the stone you are considering.

Unlike more general hand-crafted marketplaces like Etsy or Not On The Highstreet, Boutee offers only high-quality jewellery from independent British jewellers. Each jeweller has a dedicated storefront on the marketplace, where customers can not only see the products on offer, but also discover the story and people behind the products.

Founders Billy and Ethan Ward grew up surrounded by the jewellery industry and saw first-hand how difficult it was for smaller jewellers to compete against larger, more digitally-savvy businesses. With a background in tech, they decided to build a solution that would allow independent jewellers to thrive online.

We sat down with Billy to learn more about the platform and understand their plans for the future.

Could you tell us why you decided to build the platform?

My godfather was a jeweller and silversmith, and I saw first hand how hard it was for him to get online and carve out a marketshare against the big brands with international budgets.

Especially when most his time was spent at the bench making – he was a a jeweller, not a digital marketer! Was he supposed to be an eCommerce and marketing expert in the evenings? Unfortunately he ended up closing down his jewellery workshop.

Over time, I saw the same thing happening again and again with other businesses, and so we set out to build a solution

Who is Boutee a great fit for?

Boutee is built for any independent British jeweller wanting to get a wider exposure online.

Our jewellers range from tech-savvy young designers, to classic jewellers who don’t have even have their own website! 

We build every jeweller a branded storefront on Boutee, so there’s a level playing field for everyone on the marketplace. It means they can get on with doing what they love most. 

How does Boutee make it easier for jewelers?

We’ve invested heavily in the tech behind the marketplace to ensure that it is as easy as possible for our jewellers. They choose 25 products to feature and then we can actually sync up with their existing Shopify, WooCommerce and WIX stores, so jewellers can push products over to the marketplace at the click of a button. 

Then, any changes they make on their own sites (like prices, images, description) automatically update on Boutee. Our marketplace also syncs up the stock too, so when they sell out on one, it sells out on the other

If their store is built with something else, they can export products in bulk and we’ll help upload them onto Boutee in one go. 

Every jeweller also has a Jeweller Portal, where they can make unlimited manual changes to any of their products on Boutee.

How has the launch gone?

Really well! 

We’re making sales for our jeweller partners and we also have lots of jewellers contacting us about joining. 

We’ve just completed an angel investment round and started development on bespoke technical features for consumers.

Could you highlight maybe three of your jewellers and let us know what makes them so special?

This is really tough as all of our jewellers are fantastic!

However, here are three amazing, very different jewellers which will give a bit of a sense of the range on Boutee:

• Erin Cox – A classic jeweller, working at her bench producing beautiful one-off pieces in Devon. She has a team of two supporting her and works primarily in Fairtrade or recycled gold and platinum
• Halina Mutinta – Classically trained, but crafting bold, powerful designs with vibrant colours. Based in Brighton, her work explores her Zambian heritage.
• Edward Xu – One of the most exciting new jewellers in the UK. He has been awarded by the Goldsmiths’ Craft and Design Council for his designs in 2019, 2020 and 2021, as well as being nominated for Emerging Jewellery Designer of the year 2022 by both Retail Jeweller and Professional Jeweller. He is also a selected designer for the Spotlighting exhibition by the Goldsmith Centre.

What else should we know about Boutee?

We’re incredibly proud to be a brand new challenger marketplace, standing up for and promoting some incredible independent jewellers. We think the whole world should see what they’re making, that’s our goal in a nutshell, and Boutee is how we’re going to make it happen

Visit Boutee.co.uk to learn more about the platform and to find out about how to join the platform.