IIn the luxury jewellery market, personalized customer service isn't optional—it's expected. Divine Des Diamonds, a Dubai-based luxury diamond and fine jewellery e-commerce retailer, needed to deliver that white-glove experience online at scale. Since launching in 2022, they've grown to serve customers across the GCC region with certified diamonds, custom designs, and high-end pieces exceeding $500,000 in annual revenue.
The Challenge: Generic E-commerce Can't Sell Diamonds
Divine's basic e-commerce website couldn't deliver the personalized experience that luxury shoppers expect. The result was telling:
• 70% cart abandonment rate – customers left without completing purchases
• No personalized recommendations – missing cross-sell and upsell opportunities
• Overwhelmed customer service – staff couldn't handle multilingual inquiries at scale
• Average order values below industry benchmarks – no intelligent product guidance
When you're selling $10,000+ engagement rings, generic e-commerce doesn't cut it.
The Solution: An AI Shopping Assistant Powered by AWS
nCloud3 built an AI-powered customer engagement platform that delivers personalized luxury shopping experiences through conversational AI. Customers interact naturally, asking questions in Arabic or English, receiving expert guidance on diamond selection, custom designs, and styling recommendations—all grounded in Divine's product catalog and jewellery expertise.
Architecture at a Glance
• Amazon Bedrock (Claude 3.5 Sonnet) – Conversational AI with luxury retail expertise, multilingual support
• Aurora Serverless PostgreSQL – Product catalog, customer profiles, conversation history with vector search
• AWS Lambda + API Gateway – Serverless compute auto-scales during flash sales and seasonal peaks
• Amazon S3 – High-resolution product images, certification documents, knowledge base
• Amazon CloudWatch – Real-time monitoring of chatbot quality, sales attribution, customer engagement
The AI assistant is embedded directly in Divine's e-commerce platform, providing instant responses with product citations, diamond education, and styling advice—available 24/7 during Ramadan, Eid, and Diwali shopping seasons.
The Results: From Generic to Exceptional
Metric | Outcome |
Cart abandonment rate | 70% → 35% (↓ 50%) |
Average order value | $620 → $950 (↑ 53%) |
Sales influenced by AI | 40% (A/B tested) |
Customer service cost reduction | ↓ 68% |
Customer inquiries automated | 70% |
Time to production | 6 weeks |
Business Impact
The AI assistant transformed Divine's online presence into a true luxury experience:
• Higher conversion through personalized engagement – AI guides customers through diamond selection, explaining the 4Cs, certification, and custom design options
• Increased average order value – Intelligent cross-sell recommendations (matching bands, earrings, insurance) drive larger purchases
• 24/7 multilingual support – Arabic and English customer service during peak seasons (Ramadan, Eid, Diwali) without additional staffing
• Data-driven merchandising – Analytics reveal which products, styles, and price points resonate with different customer segments
Why it Matters (Especially for Luxury Retail)
In luxury e-commerce, trust and expertise are everything. Generic chatbots can't sell $10,000 engagement rings. But AI trained on jewellery expertise, grounded in your product catalog, and delivering personalized recommendations? That's the difference between abandoned carts and completed purchases. With AWS's serverless architecture, Divine's platform scales automatically during flash sales while maintaining the intimate, personalized experience luxury shoppers expect.
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At nCloud3, we help luxury retailers like Divine Des Diamonds harness Generative AI to deliver personalized shopping experiences at scale—turning browsers into buyers and increasing customer lifetime value.
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nCloud3 Solutions • [email protected]