Frank Darling - D2C Fine Jewelry Brand

Frank Darling is a modern jewelery brand focused on transparent diamond buying and custom engagement rings. Its platform makes it easy to compare diamonds, design rings, understand pricing clearly, and complete purchases with confidence through a simple, guided shopping experience for modern couples.

Industry

E-commerce

Business Type

D2C Fine Jewelery + Custom Ring Design

Key Features

Diamond Inventory System, Advanced Search, Filters, Ring Builder & 360 Diamond Viewer.

Impact & Results

Measurable improvements in customer experience, conversion quality, and operational efficiency.

Challenges

Building a modern fine jewelry platform meant managing complex diamond data while delivering a high-trust shopping experience. Frequent inventory and pricing changes, detailed comparisons, and real-time availability made it difficult to maintain accuracy, speed, and customer confidence at scale.

Complex Diamond Data

Managing 2000+ diamonds with detailed grading attributes. Ensuring consistent normalization and validation across feeds.

Volatile Availability and Pricing

Frequent inventory and price changes. Need for real-time updates and reliable synchronization.

High-Intent Shoppers

Customers expect fast, high-trust experiences. Clear comparisons, certifications, and visuals are essential.

Buyer Trust Assurance

Customers needed confidence in authenticity, pricing, and certifications. Inconsistent trust signals caused hesitation in high-value purchases.

How Frank Darling Reimagines Diamond Buying

Frank Darling reimagines diamond buying by removing industry opacity and replacing it with clarity, trust, and control. The platform combines ethical sourcing, real-time inventory accuracy, and guided customization, helping customers understand value, compare diamonds confidently, and design rings without pressure, confusion, or hidden markups.

Our Approach

F22 Labs partnered with Frank Darling to build a scalable inventory system and refined shopping experience, aligning complex diamond data, real-time pricing, and customer journeys into a reliable, high-performance e-commerce platform.

Discovery & Mapping

Mapped diamond attributes, grading standards, and pricing rules

Analyzed customer journeys across discovery, comparison, and customization

Defined workflows for ingestion, validation, and merchandising

Development

Built APIs optimized for fast page rendering and large catalogs

Developed the web experience with performance, SEO, and trust signals in mind

Implemented scalable architecture to support real-time inventory and pricing

Deployment

Delivered scalable infrastructure with monitoring and data integrity checks

Enabled safe, continuous updates to the diamond catalog

Ensured reliable performance under high traffic and large inventory loads

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Solutions - A Few Key Features that we built

Frank Darling’s platform solves these challenges by unifying inventory, discovery, and customization into a single system that delivers accuracy, transparency, and confident diamond buying at scale.