The Global Diamond Broker

Funnel Architecture and Web Presence

Designed and built the brand's website from scratch, architecting it as a conversion asset rather than a digital brochure. Transformed traditional pitch decks into interactive web funnels with clear CTAs, capturing qualified leads at the moment of peak intent. Every page had a defined job: educate, build trust, or push to the next stage.

Content Engine: Social Media

Managed and grew brand presence across Instagram, TikTok, and YouTube, developing a consistent content production system covering scripting, filming, editing, and captioning. Created a library of shortform edits and greenscreen-based promotional videos designed to drive top-of-funnel traffic into the conversion funnel. Each piece of content was mapped to a funnel stage, not posted in isolation.

Content Engine: Podcast

Conceptualized, produced, and edited a longform podcast series built to establish authority and trust in the high-ticket diamond and luxury jewellery space. Handled the full production lifecycle: episode planning, recording, post-production editing, and distribution. The podcast functioned as the deepest trust-building layer of the funnel, warming audiences who were months away from a purchase decision and keeping the brand top of mind through the entire consideration window.

Paid Acquisition

Designed and implemented paid advertising campaigns across Instagram, TikTok, and YouTube to drive targeted traffic into the web funnel. Campaign structure, creative, and targeting were built around the buyer profile for high-ticket jewellery: long consideration cycles, high emotional stakes, and a need for credibility signals before any conversion action.

AI for Internal Operations: Lead Qualification

Built an AI-powered internal assistant designed to qualify inbound leads without adding headcount. The system screened enquiries, identified purchase intent signals, segmented prospects by budget and timeline, and routed high-value leads to the appropriate follow-up workflow. This compressed the sales team's time-to-response on qualified leads and eliminated manual triage entirely.

AI for Customer Experience: Ring Customisation Assistant

Developed a customer-facing AI assistant purpose-built for the diamond ring customisation journey. The assistant guided prospective buyers through the process of designing a bespoke wedding or engagement ring: selecting diamond shape, cut, carat, and certification; choosing metal type and band style; and understanding pricing at each configuration. By handling the complexity of customisation in a conversational, low-pressure format, the assistant reduced friction at the highest-stakes moment in the funnel and moved buyers from overwhelmed to decided faster than any static product page could.

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