Digital Main Street helps Purity Diamonds Shine Bright with New Website

by Communitech   |   June 04, 2021   |   Share this:  

Built on a passion for hip-hop and street style culture, jewelry store and grillz specialist Purity Diamonds opened its doors to the public in the midst of a global pandemic back in October 2020. Located in the heart of St. Thomas, Ontario, 19-year-old owner Mason and his mother Kim made the decision to open up a store in response to the overwhelming requests for custom jewelry they were receiving, without having a proper space to operate. Even in a pandemic, people look for a way to stay on top of all of the latest trends. 


With the new pressures of increased sales and clientele, Purity Diamonds quickly acted to build a website that would be a place to sell their merchandise. Due to the rush of completing the initial website, there were a lot of missing concepts that held back the business from reaching its full potential. Purity Diamonds was in need of a way for customers to view jewelry and make appointments efficiently, in the safest way possible. They decided to apply for the Digital Main Street, Future Proof Program


It was clear where the shift had to be made in the website, and after just a few meetings with Purity Diamonds, the Transformation Team was ready to take action and provide them with a different approach to their online platforms including all social media accounts.


Honing in on the idea of custom grillz and the niche of hip-hop jewelry, it became evident what Purity Diamonds was lacking from their branding. The Team assessed all social media channels and figured that the business needed to find a voice that would enable more interactions and drive conversions long term. 


A social media content calendar was created alongside content grouping to provide a fresh, new vision for what the content would look like for Purity Diamonds. From educational posts to entertainment posts, this select variety of content will help engage new users to the already big following Purity Diamonds has, but also allow space for the clients to build communication with the business itself. 


The Transformation Team worked towards a new website using the Squarespace platform which will allow the client to cut down on overall costs but will also allow them to make easy changes in the future. Purity Diamonds is looking to sell merchandise online in the near future so with the new website they will be able to make an easy transition to an e-commerce site. 



To allow the website to reach its full potential, the team worked on improving copy on the site by implementing SEO strategies that will promote organic search growth for Purity Diamonds. The new website now has keywords in the new copy, in addition to more text that will allow users to clearly understand the company and its services.


With the help of the Future Proof Program, Purity Diamonds is now better equipped to endure the rest of the pandemic. 


Mason and Kim are thrilled to watch Purity Diamonds grow and adapt to the changing times of a pandemic. With all of the new skills and strategies implemented, the client is now able to move forward and build a bigger clientele through one set of grillz at a time.


Our Digital Main Street innovation partner in this region is TechAlliance. See how they can help.


Written by Aneta Rebiszewski

About Digital Main Street

Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Microsoft, Facebook, Intuit QuickBooks, Square, Yellow Pages and Lightspeed.

A $42.5-million investment from FedDev Ontario brought together the Toronto Association of Business Improvement Areas, Communitech, Invest Ottawa and the Ontario Business Improvement Area Association to expand the Digital Main Street Platform in order to support more businesses going digital as a response to the impacts of COVID-19 in Southern Ontario.

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