DiamondsByMe | Afosto customer story

In short

DiamondsByMe sells custom diamond jewelry worldwide: over 1 million product variations, real-time gold and diamond pricing, and a checkout that gets local VAT right in every country. Here is how they run it on Afosto.

1,000,000+

Product variations in the catalog

100,000+

Pages on the website

Sales channels from one backend

Real-time

Gold and diamond pricing

With over 1 million product variations, real-time gold and diamond pricing, and seamless international checkout functionality, DiamondsByMe is a premier example of what can be achieved with Afosto's advanced e-commerce solutions.

— DiamondsByMe

The challenge

Why did DiamondsByMe choose Afosto?

DiamondsByMe sells custom diamond jewelry to customers around the world. Their catalog holds over 1 million product variations, and prices move with the current gold and diamond rates. That requires a platform that can handle this scale and update prices in real time. On top of that came the international side: every market has its own VAT regulations, shipping options and payment methods. The existing systems were not built for this, leading to inefficiencies in inventory management and delays in order processing. DiamondsByMe needed a solution that could manage the full catalog, process real-time pricing and handle international checkout correctly, with a lightning-fast front-end that stays smooth even at this scale.

The approach

How did Afosto help DiamondsByMe move forward?

Afosto built a headless platform together with DiamondsByMe: a Next.js front-end on top of Afosto's commerce backend. The website features over 100,000 pages and renders them at speed, even with the full product data and customization options. A custom-built PIM system manages the catalog of over 1 million product variations: descriptions, specifications, images and pricing are centralized and consistent across all sales channels. Customers design their own piece through the configurator: they start with a jewel or with a diamond and then choose shape, gold type and stones. The Order Management System streamlines the inventory process from goldsmith to shipment. Instant Search helps customers find the exact product in the vast catalog instantly. Through Server Side Events, customers automatically receive status updates on their order, from production to delivery. The international checkout automatically calculates the correct VAT for each country and offers the payment methods customers know and trust locally. DiamondsByMe has been running on Afosto for over ten years and serves 18 sales channels from a single backend.

How DiamondsByMe uses Afosto

Headless checkout for international sales

DiamondsByMe sells worldwide, which calls for a checkout that is correct in every country. Afosto’s headless checkout handles multiple payment methods, VAT rules and shipping options, so a customer pays with the methods they trust at home and sees the right VAT amount on the invoice.

Fast Next.js site with 100,000+ pages

The store has more than 100,000 pages and over a million product variations. On the Next.js framework those pages load fast, even with real-time gold and diamond prices that differ per configuration. That helps both the shopping experience and search visibility.

OMS from goldsmith to delivery

Every DiamondsByMe piece is made to order. Afosto’s Order Management System tracks that entire path in a single view, from the moment the piece leaves the goldsmith to shipment to the customer.

Instant Search across a million variants

With over a million product variations, finding the right one quickly is a challenge in itself. Instant Search delivers direct, relevant results as the customer types, so the size of the catalogue becomes an asset rather than a hurdle.

Real-time order updates via server-side events

Order-lifecycle events from Afosto are pushed live to the customer through server-side events. That keeps someone informed at every step, from the start of production to delivery, without having to refresh the page.

Custom PIM for a million product variations

Afosto built a bespoke Product Information Management system that manages the full catalogue of over a million variations. All product data sits in one place, forming the foundation under the website, search and checkout.

Implementation

The move started with a thorough analysis of DiamondsByMe’s existing systems and processes, making clear where the gains were. From there Afosto built a powerful backend for real-time data and a responsive front-end. Throughout the project the team had training sessions and regular check-ins, so they grew comfortable with the new tools and the transition ran smoothly.

What comes next

The partnership is about ongoing development. We are looking at richer personalisation and more payment and shipping options per region, and we support DiamondsByMe as they enter new markets and launch new product lines. That keeps the platform growing alongside their international ambitions.

Frequently asked questions

How does DiamondsByMe manage over 1 million product variations?

Afosto developed a custom PIM system that manages the entire catalog centrally: descriptions, specifications, images and pricing. All sales channels use the same product data, keeping it consistent and up to date everywhere.

How does the webshop handle current gold and diamond prices?

DiamondsByMe's prices move with the gold and diamond rates. The platform processes these price changes in real time, across the full catalog of over 1 million product variations.

How does the international checkout work?

The checkout automatically calculates the correct VAT for each country and shows the payment methods common in that region, from credit cards to local bank transfers. Every invoice complies with local regulations and customers pay the way they are used to.

How do customers stay informed about their order?

Through Server Side Events, customers automatically receive status updates, from the moment their jewel goes into production until delivery.

Which Afosto products does DiamondsByMe use?

Headless checkout, a custom PIM, a Next.js website, international checkout, the WMS app, Instant Search and Server Side Events (SSE). The Order Management System streamlines the process from goldsmith to shipment.

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