The family-owned Ace Jewelers group this week launched three new eBoutiques, including a redesigned AceJewelers.com website and two completely sites: AceTrends.com and AceEyewear.com.

In 2008, Ace was the first Dutch jeweller to enter the high-end world of eCommerce with AceJewelers.com. In addition to the existing three bricks and mortar boutiques in Amsterdam city centre, a dedicated eBoutique was developed, serving both as a way for customers to browse and educate themselves as well as a new channel for sales through the buying option. Not only was (and still is!) Ace Jewelers an authorized dealer for all brands listed on AceJewelers.com, the eBoutique too was built with full consent of the manufacturers. As such, Ace Jewelers acted as a pioneer in the often conservative and traditional world of high-end watches and jewellery.

Now Ace launches a completely revamped AceJewelers.com. In addition, Ace introduces two new eBoutiques: AceTrends.com and AceEyewear.com. While all products offered by Ace Jewelers were previously available on one single website, the new websites give way to a distinction based on price, style and product groups, as has been the norm in the physical boutiques. AceJewelers.com features watches, jewellery and diamonds in the higher price ranges, while AceTrends.com will focus on the trendy fashion segment. AceEyewear.com is created solely for sunglasses and other eyewear. Through working with different colours, all websites have a familiar though distinct Ace branded look.

The two new websites AceTrends.com (left) and AceJewelers.com

Ace’s CEO, Mr. Alon Ben Joseph, states: ‘In 2008 our organization changed from a traditional retailer to an omni-channel retailer, combining brick & mortar boutiques with an eBoutique, mCommerce boutique, a Concierge Service, social media and printed media. Over 20% of our group turnover now comes from eCommerce and we are confident that this number will continue to grow in the future’.

The three new websites are built on a new platform, developed in cooperation with 9YARDS, a web agency with broad experience in developing websites and applications in the field of eCommerce. Both while browsing as well in the actual purchase process, the overall user experience has been greatly improved. Brand collections are now separated into families, making it much easier to locate a specific model. It is no longer required to create an online Ace account before making the purchase, drastically decreasing the time needed to make an order. Additionally, more space has been made available for applications such as homemade videos, an integrated blog and social media like Facebook, Pinterest and Twitter.

Gabriel Troostwijk, 9YARDS’ CEO states: ‘Alon and his team have been very inspirational to work with. Alon is a true entrepreneur in a very traditional line of business. Alon involved us in the development and execution of his new strategy from a very early stage, keeping an open mind to our insights without losing his own vision. We are very proud of the results we achieved through our combined effort’.

Ace Jewelers is confident that all these improvements will offer a new experience to visitors – smoother and with more focus on the history and emotion behind these beautiful products.

Tamarah Albek, eCommerce Manager at Ace Jewelers Group: ‘Shopping on our new websites has been made much more personal in comparison to the previous website. The different websites all have a unique feel, which is inspired by the different products and target groups. Customers are really invited on a journey into the wonderful world of watches and jewellery, giving more room to the history and emotion behind the products. Combining this with the improved functionality, we are sure this will greatly improve the user experience of our clients!’

Source: Ace Jewelers