Cover Story: A Beautiful Marriage

In addition to expertly designing a clean, easily navigable website that showcases Ritani's merchandise, the retailer often plays the role of educator. Ritani is almost always dealing with first-time customers when it comes to the purchase of diamonds, and therefore needs to educate shoppers on the process — e.g., the different cuts of diamond, the price of the product depending on the size, the four C's (cut, color, clarity and carat weight).