A bilingual website and online store for The Opal Mine, fine 14K gold and diamond jewelry with Mexican fire opals, with three stores in Puerto Vallarta (Olas Altas, Puerto Mágico and Malecón) and one in San Miguel de Allende: the story of the stone first, then the catalog of rings, pendants, earrings and necklaces.
The Mexican fire opal is a stone unlike any other in the world, but the online buyer does not know it, and on the street it gets confused with the Australian opal of souvenir shops. The Opal Mine designs fine jewelry, 14K gold, diamonds, carat weight per piece, rings above a hundred thousand pesos, made by Mexican hands, and sells it in three Puerto Vallarta locations and one in San Miguel de Allende to the strolling tourist, as well as online to those who already know the brand. The challenge was to tell first what the fire opal is, where it comes from and what makes a fine opal, and only then open the store by category with the detail a gold jewel demands: carats, metal, stone and price, in two languages and with the locations for those who prefer to see it in person.
Opals first, store second: a bilingual site that educates, shows the pieces in detail and sends people to the four stores.
The stone first, the piece second: the site educates before it sells.
The Opal Mine designs fine 14K gold and diamond jewelry with Mexican fire opals, made by Mexican hands, with three stores in Puerto Vallarta, Olas Altas, Puerto Mágico and Malecón, and one in San Miguel de Allende, plus online sales. The business mixes in-store sales to the strolling tourist with e-commerce to buyers who already know the brand, in pieces above a hundred thousand pesos.
Its strength is the stone: the Mexican fire opal is unique and every piece tells a story. The bilingual site presents the fire opals and fine opals and their origin first, then the exclusive pieces with carats, metal and price, the store by category, rings, pendants, earrings, necklaces, with indexable pages, and the addresses of the four stores for those who prefer to see it in person.
It competes with local tourist jewelers and with marketplaces with no curation. We positioned "jewelry in Puerto Vallarta", "Mexican fire opal" and "opal jewelry Puerto Vallarta" to capture the tourist who saw the window and searches later from the hotel, and the online buyer who already knows what a fire opal is.
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