Link: roughdiamondworld.nyc
Rough Diamond World is a sixth generation diamond importing company. They are the industry leader in alternative style diamonds, such as salt and pepper and rustics rose cuts while still maintaining it’s traditional side with melee and GIA graded stones.
The Story
For Rough Diamond World, I designed and developed a fully custom WordPress theme tailored to the brand’s high‑end jewelry and gemstone business. The goal was to create a modern, elegant, and highly functional ecommerce presence that could support both retail customers and wholesale buyers. The custom theme provided complete control over layout, product presentation, and merchandising, giving the brand a polished digital storefront that matched the quality of its products.
To power the shopping experience, I implemented a robust WooCommerce setup with custom product templates, optimized checkout flows, and a clean, intuitive browsing experience. This foundation supported a wide range of product types and variations, ensuring customers could easily explore the catalog and make informed purchasing decisions. The result was a fast, reliable, and conversion‑focused ecommerce environment.
A major part of the project involved developing custom WooCommerce plugins to handle complex pricing logic — including wholesale customer pricing and dynamic pricing for melee diamonds based on weight, size, and quantity. These tools automated calculations that would otherwise require manual intervention, ensuring accuracy and consistency across the entire catalog. By combining custom theme development, advanced WooCommerce engineering, and specialized pricing logic, I delivered a platform that met the unique operational needs of a diamond and jewelry business.