An Interview with Ben Stinson from Purely Diamonds

The world of eCommerce is constantly shifting, and few industries reflect this evolution as clearly as luxury jewellery. In this episode of Ecom Sessions, we sat down with Ben, Director of Digital at Purely Diamonds, to talk about the unique challenges and strategies behind scaling a high-AOV luxury brand. From balancing online and offline sales to navigating customer behaviour, Ben had some seriously valuable insights for eCommerce marketers.

Ben’s Journey: From Cricket Fields to High-End eCommerce

Ben's path to eCommerce was unconventional. With over 15 years of experience, he progressed from content administration to eCommerce trading before leading digital strategies across diverse industries—from diamond jewellery to underfloor heating. These seemingly different sectors share a crucial characteristic: considered, high-intent purchases. Both engagement rings and heating systems involve lengthy research phases where customers require ongoing guidance throughout their decision-making journey.

Why Physical Showrooms Still Matter in a Digital-First World

Ben is clear: showrooms significantly boost both online and offline sales. Here's why:

• Trust is everything – A physical showroom builds customer confidence, assuring them of the brand's legitimate presence before making online purchases.
• Bigger baskets – In-store shoppers spend twice as much as online buyers.
• Showrooms boost online performance – New showroom openings directly increase local online sales, as the physical presence strengthens brand credibility.

Who’s Actually Buying Engagement Rings?

The jewellery industry traditionally targeted men as primary buyers, but this dynamic is rapidly evolving:

• Men still complete the transaction, but their partners heavily influence the decision—through Pinterest boards, Instagram DMs, and "accidentally" shared links.
• The marketing approach needs to target both audiences: men for conversion and women for social proof and product discovery.
• The rise of same-sex proposals and shifting traditions means brands need a more inclusive marketing strategy.

Turning One-Time Buyers into Repeat Customers: The Power of CRM

An engagement ring purchase marks the beginning of a lasting customer relationship. CRM plays a critical role in retention and upselling:

• 50%+ return for wedding bands – Customers who have a positive engagement ring experience are likely to return.
• Smart discounting works – Strategic timing of incentives appeals to luxury buyers.
• Beyond weddings – Anniversaries, milestones, and family jewelry create natural upsell opportunities.

Where Purely Diamonds is Focusing for Growth in 2025

Ben identifies four key growth opportunities:

• Site UX & conversion optimization – Streamlining the purchase journey for high-ticket items.
• AI-driven recommendations & personalization – Meeting customer expectations for tailored experiences.
• Loyalty & retention – Nurturing customer relationships post-purchase.
• Smarter budget allocation – Focusing on early awareness campaigns to drive peak season performance.

How to Manage Up in a Founder-Led Business

Ben's advice for navigating leadership in a founder-run company:

1. Know your numbers – Founders obsessively track metrics, so match their data-driven mindset.
2. Ask the right questions – Identify what truly matters to leadership and align your reporting accordingly.
3. Do less, better – Within lean teams, prioritise high-impact initiatives rather than diluting your efforts.

To learn more about showroom attribution, the nuances of the Australian market, supporting your team to manage up, and much more, listen to the full episode here.

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