Site Review | Professional Jeweler

April 3, 2000
Keepsake Keepsake

Marketing experts stress the importance of a consistent, all-encompassing image to make an impression on consumers. One example is Keepsake Diamond's new Web site (, which repeats themes in the company's print advertising.

The site opens with an optional minute-long (more or less) slide show based on the idea women dream of receiving an engagement ring from the time they are little girls. Set up in a photo album format, the show begins with children playing dress-up in wedding attire and ends with images of adult couples.

When the slide show ends, consumers are delivered to the home page, where they may view – though not buy – Keepsake's main product lines and use a search engine to locate a local retailer who offers them. Visitors who don't want to see the slide show may go directly to the home page.

The "lovers" theme doesn't end here. Each of the four main product categories is set up in the context of couples:

  • Paul & Anne: engagement rings.
  • Chris & Stacy: wedding bands.
  • Robert & Elizabeth: anniversary bands.
  • Barbara & Jack: men's diamond wedding bands.
Within each area are more choices. For example, click on a ring to examine it close up, learn about the metal and stone size/shape, and get a product number.

Other areas of the site offer information about the company's history, policies and guarantees. Visitors also may request brochures by filling out a brief form (the information is kept confidential). Other areas of the site are still under construction.

Continuing the lovers theme is a short history of the engagement ring, including the story that England's George III presented his wife, Queen Charlotte, with a diamond "keeper" ring on their wedding day in 1761, creating the meaning behind the name Keepsake. Keepsake Diamonds was founded only in 1930, so it's a stretch. But it's a great story which, after all, is what marketing is all about.

- by Mark E. Dixon