Gassan diamonds

Digitizing a family company


The assignment

For almost seventy years Gassan Diamonds is renowned in the diamond and jewellery industry. With shops in places from London to Singapore the originally Amsterdam based company is an international player. To go with modern times Gassan Diamonds wanted to make an important step: enter the online world.

The challenge

Whenever Gassan Diamonds opens a new store, they know exactly what to do. The best store locations, a sophisticated interior design and an exceptional service: which has been their approach for decades. But how do you transfer a strong offline brand to the online world? At Atabix we are very fond of projects like these. This is what we call 'Together in business online'.

Gassan Diamonds greatest ambition soon became clear to us: to create a international user-friendly webshop where customization and service comes first. In short: a visitor online should have the same shopping experience as customers have in the regular Gassan stores. That was our starting point.

Gassan family portrait
Gassan diamond cutter at work
Gassan headquarter

The online plan

Online commerce undertaking is more than simply building a webshop. It is a world of its own. In our online plan all these different aspects are discussed.

Which company is reliable when it comes to paying online? And what company will make sure online ordered jewellery will be delivered in good time and in good order? From experience we know who to collaborate with and what it should cost.

But we don’t stop there. In our plan we explore the use of newsletters, how to maintain your website and which special offers work best online. We want to link the webshop to existing inventory management systems, to make sure ordered products can be delivered as soon as possible. Not an easy task, but essential.

The complex system underlying

the new Gassan webshop

Responsive from the start

Visiting a website does not only happen via a computer nowadays. Tablets and phones are more frequently used. This is what we take into account and therefore use responsive design. Are you visiting from an Ipad or Iphone? The website will automatically adjust to a user-friendly and visually appealing format. And of course using mobile devices you will also maintain the convenient shopping experience.

Gold, serifs and more gold

When the framework (the templates) of the website are set, the designer will get to work. To him it’s all about the right flow: visitors should be able to navigate the website with great ease.

But there is more to it than meets the eye. For on Gassans website it needs to be possible to design your own diamond and there is a function for customers to check their own ring size. The underlying technical processes are complicated to say the least, but the customer should never be burdened by this in any way. The designer will make sure these features blend into the design in a logical and elegant way.

Gassan design style
Gassan design style

Custom connections

We deliver custom-made solutions, therefore the online possibilities are virtually endless. For Gassan we decided to connect the existing (and mostly outdated) inventory management system to the new web environment. Due to this, the visitor of the webshop can immediately see if the desired item is in stock, what the delivery time will be and if the chosen brand offers other rings or watches. Simultaneously the employees of Gassan will be notified automatically which diamonds and jewelry are ordered and if the current stock needs to be replenished./p>

To create this technical connection a complicated digital bridge is needed. Luckily we at Atabix have programmers that are happy to tackle these jobs. “You can compare programming to learning a new language”, programmer Daan explains. “If you don’t understand the language of a new system, you will recognize the letters used to write the language. With enough research you can master any new system and have complete control over it”

The result

Gassan desktop homepage
The homepage on a desktop.
Gassan desktop product page
A product page.
Gassan mobile homepage and menu
The mobile presentation.

All features.


  • Current (offline) corporate design translated


  • Fully responsive
  • HTML5
  • SCSS
  • Jquery


  • Global dispatching
  • Connection for diverse payment systems
  • External database interfaces
  • Custom check-out using Adyen
  • Supports more than 10.000 products
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