Baker Brothers Diamonds

Diamond specialists with an emphasis on quality and value.

Baker Brothers have worked with Harmony for several years now, primarily on their web presence, and more recently for broader marketing including print, outdoor media, and augmented reality.

The company were finalists in the Retail Jeweller category for the UK Jewellery Awards 2012.


The Baker Brothers Diamonds website was relaunched following the company's rebrand from Baker Brothers Jewellers.

The site includes a product catalogue which staff can populate with photography and details about individual pieces of jewellery.

Intelligent searches and filtering assists shoppers to browse the company's stock, focusing on brands, types, price and even theme. Once a customer has found their ideal product they can reserve the item for collection in store, and lower price items can be bought online. The reservation feature was launched ready for Christmas, and its success lead to the additional service of purchase soon after.

The site can also provide one-to-one customer service through the personal shopper. The service allows customers in any location to talk to the staff in store during opening hours, and share and compare items, just as they would in store.

Out of hours, the site provides helpful information from buying guides and advice. The articles are created by Baker Brothers staff, thus benefitting from the expert knowledge and training of the team. Each designer has a section showcasing their work.

Email & Social Media

Baker Brothers have a presence on Twitter and Facebook which are regularly updated by staff.

A Facebook application "Sparkle: Which Diamond Are You" was launched in 2011 providing a fun quiz for both sexes to enjoy.

Events and opportunities are promoted through social media and also by custom emails, designed by Harmony.

Customer Satisfaction

High customer attention and satisfaction is of paramount importance to Baker Brothers.

To monitor this, a follow-up survey was created to be sent to recent customers. Customers can respond online or on paper, whichever is most comfortable for them.

Feedback via social media is also closely attended to. Staff in store respond to queries and comments swiftly and monitor channels for discussion about the company.

Outdoor Marketing

Baker Brothers regularly conduct outdoor marketing campaigns in Bedford, Letchworth and Stevenage areas in connection with their retail locations. For 2012 a set of billboards and train station posters were created by Harmony.

The train station posters also included onvert augmented reality which combines the use of a QR code with image overlays on the screen of mobile devices.

"Due to the rise of smartphone use and the integration with our website strategy, we are embracing the very exciting area of 'Augmented Reality' and QR codes within our advertising material." Lizzie McAuley, Baker Brothers Diamonds Managing Director

Carat Club

Carat Club is Baker Brothers exclusive membership club which offers complimentary services and offers with featured partners.

The club helps to promote events and opportunities to an interested audience, and joint events with third parties allows mutual marketing benefit.

With Harmony, Baker Brothers launched a first Carat Club website in conjunction with the new Baker Brothers Diamonds website, and then in 2011 completed a full launch of an expanded site with increased content and functionality.

Baker Brothers Diamonds staff can independently manage content including articles, features and blog, allowing their expert knowledge to appear directly on the site. The design is flexible, presenting a magazine-style home page, with inspirational and dynamic header which reacts according to visitor status.

Carat Club members receive great benefits, including free jewellery design, wish lists, cleaning and consultations.

The Carat Club integrates with the main Baker Brothers website, displaying recent stock additions and suggestions. Carat Club members and visitors can also make use of Baker Brother's personal shopper tool, which connects them to an expert member of staff to create a shortlist of jewellery as if they were stood in one of the stores in Bedford or Letchworth.