Caram
How Edge8 Helped Caram Redesign Its Digital Experience for Luxury Buyers, Sellers, and Collectors
Edge8 worked with Caram—a heritage gemstone brand—to redesign their website into an elegant, intuitive experience for luxury buyers and sellers. The updated platform supports high-value transactions, personalized consultations, and reflects Caram’s legacy of craftsmanship and trust.
BEFORE
AFTER
Case Study Summary:
Caram, established in 1975, is a luxury gemstone and jewelry company rooted in transparency, craftsmanship, and expert guidance. As their clientele expanded globally, their website needed to evolve from a static storefront into a dynamic, high-touch digital experience.
The Challenge:
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Outdated layout and unclear navigation for high-end customers
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Low visibility in search due to weak SEO structure and metadata
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No personalized flows for key customer personas (buyers, sellers, and investors)
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A consultation process disconnected from the online experience
Our Approach:
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Rebuilt Caram’s website architecture around three main personas:
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Sarah (value-conscious luxury buyer)
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Edward (decisive high-net-worth buyer)
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Emma (seller seeking transparent valuation)
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Designed conversion-first page structures: Collections, Learn, Valuation, and Schedule
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Introduced SEO-rich educational content, including the Caram Learning Hub and Hierarchy of Gems
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Integrated a calendar-based consultation booking system and emphasized Caram’s heritage through “Our Values,” “Love Stories,” and founder storytelling
The Result:
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A digital experience that feels as luxurious and personal as the gemstones themselves
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Clear flows from education to consultation, supporting both sales and valuations
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Stronger SEO visibility and engagement from informed, high-intent visitorsed by 35%, with more travelers converting from blog traffic to booked tours
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