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ALEX is between 20 and 30 and is in a relationship (but not yet engaged or married). Alex DISLIKES the brand-name Diamond Geezer ^® and described the DiamondGeezer.com web site as UNEQUALLED.

He added······

Hi
I love the brand name in terms of memorability. Due to the name I would not initially consider making a purchase from your site. The branding makes the purchase sound much cheap and unprofessional. Qualities that are not good for a diamond business. However saying that I would purchase from you…
The site is extremely detailed, and openly talks about blood diamonds, along with the certified quality of the rocks, and highlighting and defects that I may not spot, this installs a lot of trust in your company.
I have never purchased jewellery, but when the moment comes to pop the question I would be confident that I could select exactly what I wanted from you without feeling like a sleazy sales person has just pulled a fast one on me. This I feel is a major selling point for your company.
However I would ask for it to come in an unbranded box as I would prob be embarrassed to say the name of your business to my girlfriend. Purchasing an equally memorable domain name would probably cost upwards of £100,000 + considerably more in google ranking lost. Is it worth it, Im unsure. If I were you I would test a second brand with the same website and see what the click through and purchase success rating was.
Good luck, Alex

GABY is between 20 and 30 and married. Gaby DISLIKES the brand-name Diamond Geezer ^® and described the DiamondGeezer.com web site as EXCELLENT.

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Hi, I saw your company on Dragon’s Den and I think you made an excellent pitch. The one thing I noticed straight away though was the name “diamondgeezer”. For me poersonally it’s offputting because of the word “geezer”. It’s a word that usually isn’t associated with the class of people that would buy expensive jewelry. You could think of a replacement word that could help boost your google ranking, eg “gentleman” or maybe even something more gender nautral as I’m sure a lot of women buy jewelry for themselves too. I know the name “diamondgeezer” refers to you as the salesman, but a lot of people may think it’s aimed at meaning the sort of person who uses the site. I know it would probably be expensive to remarket under a new name, but it could be worth it in the longrun. I don’t know how it would work on the business/legal side, but you could keep “diamondgeezer.com” and also make a new clone website under a new URL. I’ve seen several sites like that before, it might be worth looking into.
In terms of the website design, I have a bit of experience making sites and artwork so I have some critique.
The layout design is very nice, it’s classy and definitely has the feel of a quality jewely ecommerce site. However, I think you should consider removing the wink animation from the image of the gentleman on the left. It’s a bit tacky and unprofessional to be honest. A still version of the image would look better.
The menu at the top needs to be made to stand out more. I didn’t even notice it to start with. You get 3 clicks before people leave you site and it they can’t see the menu straight away they will lose interest and fast. I image links in the main body of the front page do help with this issue though because people can get to where they want to be (in most cases) from there. If people can notice the menu right away then they can get to what they want in 1 click, which makes for a much less stressed customer
Some of the font on your site is too small, for example http://www.diamondgeezer.com/shopping/18ct-white-gold-wedding-rings-for-her.html here the images and the paragraph of text. I studied website usability/assesability last year at uni and we were taught to try to keep in mind all users, for example people with visual impairments who might not be able to read the text that small. I find that hard to read and I’m only 20. Also, the small text on the navigation menu makes it hard to hover ov

TAMAR is between 20 and 30 and married. Tamar LOVES the brand-name Diamond Geezer ^® and described the DiamondGeezer.com web site as EXCELLENT.

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i watched the show and i would like to say good for you for sticking to your guns, it sticks in your head, especially since saying google it lol dunno why.

SALLY is between 30 and 50 and married. Sally DISLIKES the brand-name Diamond Geezer ^® and described the DiamondGeezer.com web site as POOR.

She added······

The website is not the easiest to use or navigate.
I just don’t like the name.
The site does not come up in the first 10 pages of a Google search for diamond rings.