Clickfarm Programming Helps Tivol’s Jewelry to Shine

Tivol has been a Kansas City institution since 1910, with three stores in the metropolitan area and a reputation for providing stellar service and designs from some of the world’s leading jewelers.

But increasing competition from Web-based jewelers and national chains meant that the company’s Website had to work harder than ever to set its merchandise and services apart from the competition.

According to Tivol Director of Marketing Kevin Gabriel, even though more consumers are purchasing jewelry online, Tivol decided not to add an e-commerce component to its business because personal service and expertise are such important elements in the overall Tivol experience. “We believe it is important to purchase fine jewelry in person—viewing the diamond or piece of jewelry, holding it, wearing it,” he said.

Working through its marketing agency, The Collaboration, Tivol turned to Kansas City-based Clickfarm to build a Website that would mirror The Collaboration’s branding and design elements, while delivering useful information to Tivol customers.

Tivol wanted their Website to serve as a resource for customers, providing information that would enable them to enter their stores with the knowledge and confidence that in turn makes the overall buying experience more enjoyable.

Clickfarm built Tivol’s Website using its Content Management System platform, which enables the Tivol marketing team to easily update all of the information on its Website, including the “callouts” that appear on the right side of the page, which typically offer information on special events, promotions and new items.

Using graphic design elements created by The Collaboration, Clickfarm developed a number of special widgets within the Website, including “How to Buy a Diamond,” which highlights the four C’s of diamonds—cut, color, carat and clarity—to help customers better understand why the Tivol diamond is of superior quality to those sold at other jewelers. The Tivol Website also includes special pages showcasing the many designer brands Tivol carries.

Clickfarm’s programmers also added special animated touches to the Website—such as the sparkling T-I-V-O-L whenever someone logs onto the site.

Although he didn’t work directly with Clickfarm on the Web design project, Gabriel reports that the project ran smoothly and seamlessly and came in on time and on budget. “We’re very pleased with not only the look of our Website, but also the ease with which our customers can access information about our jewelry and special events,” he said.

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