Clarity Diamonds — Change Audit: Site & Email Templates
Date: 2026-03-08
Purpose: Comprehensive list of everything that needs to change on the live site and in the 7 Plunk email templates, based on the new Brand Positioning document.
Status: Ready to action
Part 1: Website Changes
Priority 1 — Must Fix Before Any Ads Run
These are inaccurate claims, broken links, or items that could create legal/trust issues.
1.1 Hero Text
| Current | Change To |
|---|---|
| "We Show Our Margins. They hide theirs." | "Love the ring. Know the diamond." (Runner-up: "Design your engagement ring — and actually understand what you're buying.") |
| "Same Diamond. Better Price." | Remove |
| "We've stripped away the layers of middlemen and hidden markups." | Remove or replace with subheadline: "IGI-certified lab-grown diamonds. Custom designs with 3D previews. A concierge who actually answers your questions." |
| "You pay for the quality, not the brand's overhead." | Remove (implied by new positioning, doesn't need to be stated) |
New CTAs:
- "See How It Works" → /how-it-works
- "Book a Free Consult" → /concierge
1.2 Trust Signals Strip
| Current | Change To | Why |
|---|---|---|
| "GIA & IGI Certified" | "IGI Certified" | We only use IGI. Claiming GIA is inaccurate. |
| "Secure Escrow" | "Secure Payment" | We don't use escrow. We pay supplier upfront. |
| "Insured Delivery" via "Brinks or Malca-Amit" | "Insured Delivery" (remove carrier names) | Don't name the delivery partner. |
| "30-Day Returns" | Keep as-is | This is accurate. |
1.3 Pricing Comparison Block (Homepage)
Current block shows:
- Traditional Retailer: $5,800
- Clarity: $3,120 (with 15% margin breakdown)
- "Potential Savings: $2,680"
Action: Remove the entire pricing comparison block. Replace with the House Collection section showing 5 designs with "From $X" pricing.
Why: We are not publishing our margin percentage, not showing manufacturer invoices, and not making specific dollar comparisons to competitors. The new positioning says prices should "feel fair on their own."
1.4 Inaccurate Claims
| Current Claim | Action | Why |
|---|---|---|
| "Handcrafted in Australia" | Change to "Handcrafted to Order" | Rings are not made in Australia |
| "Lifetime Manufacturing Warranty" | Remove (unless verified) | Unverified — could be a legal issue |
| "500,000+ IGI & GIA diamonds scanned" | Remove. Replace with "IGI-certified diamonds from manufacturers worldwide" | We don't have 500k diamonds and don't use GIA |
| "We scan over 500,000 IGI & GIA-certified lab grown diamonds" (How It Works) | Same — remove specific number, remove GIA | Same reasons |
| "2,847 diamond hunters and counting" (footer) | Remove (unless this updates dynamically) | If it's static, it's misleading |
| "Traditional retailers markup diamonds by 100-300%" (FAQ) | Remove specific percentage | We're not making industry markup claims |
| "Save 40-60% less than mined diamonds" (/diamonds page) | Remove | Unverifiable savings claim |
| "Radical transparency" (if anywhere in footer/copy) | Replace with "Honest pricing in an industry that needs it" | New positioning is trust + education, not radical transparency |
1.5 Testimonials
| Current | Change To |
|---|---|
| Sarah & James: "Saved $4,200" | "Saved thousands compared to what we were quoted at two high-street jewellers" |
| Michael T.: "Saved $2,800" | "Saved significantly compared to traditional retailers" |
| Elena R.: "Saved $3,500" | "Paid a fraction of what other jewellers quoted" |
1.6 How It Works Section
Current: 3 vague steps (Global Search → Design & Vet → Transparent Delivery)
Change to: 5-step flow:
- Consult — Book a free call with our diamond specialist. Tell us your budget, style, and timeline — we'll guide you through the options. No commitment, no pressure.
- Choose — We shortlist IGI-certified diamonds matched to your specs. We explain the trade-offs so you can make a confident decision.
- Design — Pick a setting from our collection or go fully custom. We create a 3D CAD render for you to approve — adjust until it's perfect.
- Payment — Pay securely online. We don't start production until you've approved your design and are completely happy.
- Delivery — Your ring is handcrafted to order, IGI-certified, and delivered to your door via insured shipping. 30-day returns, no questions asked.
1.7 Diamond Shape Pages (/diamonds/round, /oval, /emerald, /cushion, /pear, /princess)
All 6 pages need the same changes:
| Issue | Fix |
|---|---|
| "GIA or IGI certificate" | Change to "IGI certificate" |
"Request Details & Cert" links to /#concierge | Point to /concierge (once built) |
| "Est. Retail" pricing column with no methodology | Add footnote: "Estimated based on average Australian jeweller pricing. Actual prices vary." OR remove the column entirely |
| "Representative examples" unclear | Clarify: "Indicative pricing — book a consultation to see live inventory" |
| Raw CSS visible in page source | Fix template — CSS should be in <style> tags |
| Duplicate navigation/header (princess page) | Fix template duplicate header include |
1.8 Search Page (/search)
- CTA links to
/#concierge— update to/concierge - Verify inventory loads correctly in browser (JS-rendered, couldn't test via crawler)
1.9 Ring Concept Generator (/ring-concept-generator)
- "Recent Creations" section shows "No designs generated yet"
- Fix: Pre-populate with sample designs OR remove the Recent Creations section
Priority 2 — Build Missing Pages
These pages are linked from the footer, email templates, and ad CTAs but return 404.
| Page | Status | Notes |
|---|---|---|
/concierge | 404 — Must build | Linked from every email template and all diamond CTAs. Copy in Site Pages — Copy.md |
/contact | 404 — Must build | Essential for trust. Copy in Site Pages — Copy.md |
/privacy | 404 — Must build | Required before running any ads (Meta, Google) |
/terms | 404 — Must build | Required before running any ads |
/our-story | 404 — Build Week 2 | Copy in Site Pages — Copy.md. Note: needs updating to remove transparency/invoice references |
/about | 404 | Redirect to /our-story |
/faq | 404 | Nice to have — build later |
/returns | 404 | Nice to have — supports trust messaging |
Footer links using # as href (go nowhere): Our Story, Transparency, Education, Contact, Privacy Policy, Terms of Service — all need to point to real pages or be removed.
Priority 3 — New Content to Add
| Item | Where | Notes |
|---|---|---|
| House Collection (5 designs) | Homepage + new collection page | Images generated. Pricing TBD. |
| "How to read an IGI certificate" | /education (new section) | |
| "Lab-grown vs mined — what's actually different" | /education (new section) | |
| "Ring setting guide" | /education (new section) | Setting images already generated |
| Signature display hero imagery | Homepage hero | Pending concept selection |
Priority 4 — Site-wide Copy Tone
These are not specific fixes but a general tone shift needed across the site:
| Old Tone | New Tone |
|---|---|
| "We show our margins" / "radical transparency" | "We help you buy with confidence" |
| "See the manufacturer's invoice" | Remove — we don't show invoices |
| "Our margin is 15%" | Remove — we don't publish margins |
| "500% markup" / "84% margin" industry claims | Remove — we don't cite industry stats |
| "Search 500,000+ diamonds" | "Browse IGI-certified diamonds" |
| "Escrow payment" | "Secure payment" |
| "Brinks or Malca-Amit" delivery | "Insured delivery" |
| Aggressive challenger ("they hide theirs") | Confident educator ("we give you the facts") |
Part 2: Email Template Changes (Plunk)
All 7 templates are live in Plunk. Here's exactly what needs to change in each.
Template 01: Welcome (ID: 6a99955c)
Subject: "You're in. Here's what we won't send you." — Keep as-is (good subject line)
| What to Change | Current | Change To |
|---|---|---|
| Bullet 1 | "Real pricing data — what diamonds actually cost vs. what retailers charge" | "Diamond education — practical guides on the 4Cs, settings, and what actually matters for your budget" |
| Bullet 4 | "Transparent offers — when we do feature a diamond, you'll see our cost and our margin. Always." | "Our collection — five signature designs you can customise, plus a concierge service to help you find exactly what you need" |
| Margin claim | "We operate on a fixed 15% margin. Every diamond we sell comes with the manufacturer's invoice attached. You see what we paid. You see what you pay. That's it." | "Every Clarity diamond is IGI certified. You work with a real person who helps you choose, design, and approve your ring before it's made. No commission, no pressure." |
| CTA button | "Browse thousands of Certified Diamonds →" → /search | "See How It Works →" → /how-it-works |
| P.S. | Keep as-is — "Reply to this email. A real human reads it." is great |
Template 02: The 4Cs (ID: 4f7bf09f)
Subject: Keep as-is — strong subject line
| What to Change | Current | Change To |
|---|---|---|
| CTA button | "See the price difference yourself — search and compare →" → /search | "Book a consult to discuss what matters for your budget →" → /concierge |
| Teaser for next email | "we'll talk about why lab-grown diamonds are chemically identical to mined ones — and why some people really don't want you to know that" | "Next up: what makes Clarity different — and why we don't have a shopfront." |
| "saving 30-40%" claim | "saving 30-40% compared to someone who maxed every C" | "saving significantly compared to someone who maxed every C on the certificate" |
Rest of the education content is strong — keep it.
Template 03: Transparency (ID: d02f7ca3)
This template needs the most changes. The entire premise (showing invoices, margin comparison) contradicts the new positioning.
Rename: "CD Welcome Sequence - 03 How We're Different"
New subject: "This is why we don't have a shopfront."
Complete rewrite needed. New content direction:
Replace the pricing comparison tables with:
"How We're Different"
- IGI Certified — Every diamond comes with an independent IGI certificate. Not our opinion — a third-party lab assessment.
- Custom CAD Design — See your ring in 3D before it's made. Adjust until it's perfect.
- Concierge Service — A real person guides you. No commission, no upselling.
- No High-Street Overheads — No $40k/month shopfront baked into your price.
- Insured Delivery — Fully insured, tracked, signature-required.
- 30-Day Returns — Don't love it? Send it back. No questions asked.
Remove entirely:
- The "Traditional Retailer" vs "Clarity" pricing table
- "Our cost (manufacturer invoice — attached at checkout)"
- "Our fixed margin" / "Transparent — you see every dollar"
- "You see our cost. You see our margin."
- "information asymmetry" paragraph
- The P.S. about "what's the catch"
CTA: "See How It Works →" → /how-it-works
Template 04: Social Proof (ID: a3b36647)
Subject: "I almost spent $9,000. I paid $3,200." — Change to: "How Sarah designed her dream ring from her couch"
| What to Change | Current | Change To |
|---|---|---|
| Sarah & James quote | Mentions "manufacturer's invoice" and exact price ($3,100) | Remove invoice reference. Soften: "Same specs, same certification — for thousands less than the CBD quote." |
| Sarah saving | "Their saving: $5,400" | "They saved thousands" |
| David quote | "compared specs across 50+ stones" | Keep — this is about the process, not invoices |
| David saving | "His saving: $7,200 vs. comparable retail quotes" | "He got more diamond for his budget than any retail quote offered" |
| Priya & Anish saving | "Their saving: $7,200+" | "They got their dream custom ring for a fraction of what Sydney jewellers quoted" |
| "What These Stories Have in Common" bullets | "Saw the manufacturer's invoice" | Remove this bullet |
| Same section | "Got IGI or IGI certified stones" | "Got IGI certified stones" (remove duplicate "or IGI") |
| Same section | "Received insured delivery (Brinks or Malca-Amit)" | "Received insured delivery" (remove carrier names) |
| Closing line | "The only difference is the margin." | "The difference? How we work." |
| CTA | "Start your own comparison →" → /search | "See the collection →" → house collection page |
Template 05: Concierge (ID: 85f0f990)
Subject: Keep — "You don't have to figure this out alone." is perfect.
| What to Change | Current | Change To |
|---|---|---|
| Opening line | "Transparent pricing is great. But let's be honest..." | "Choosing a diamond is a big decision. But you don't have to figure it out alone." |
| Step 2 | "sends you a curated shortlist with specs, pricing, and invoice data for each option" | "sends you a curated shortlist with specs and pricing for each option" (remove "invoice data") |
| "What It Costs" section | "Our margin is built into the diamond price" | "There's no extra fee. The concierge service is included with every Clarity purchase." |
Rest of the template is strong — the concierge pitch, the 4 questions, the "no commission" messaging all align with new positioning.
Template 06: Objections (ID: 4d3bf042)
Subject: Keep — strong subject line.
| What to Change | Current | Change To |
|---|---|---|
| "IGI and IGI" | "graded by the same independent labs — IGI and IGI" | "graded by the same independent labs — IGI" (duplicate word bug) |
| Certification bullet | "IGI or IGI certificate" | "IGI certificate" |
| "Secure Escrow" section | "Your payment is held in escrow until you receive and approve your order. We don't get paid until you're satisfied." | "Pay securely online. We don't start production until you've approved your design and are completely happy." |
| Shipping | "via Brinks or Malca-Amit" | "via insured, tracked shipping" (remove carrier names) |
| "The Invoice" section | "You have the manufacturer's invoice. You have the IGI certificate. You have the escrow protection." | "You have the IGI certificate. You have the CAD preview. You have insured delivery and 30-day returns." |
| Closing question | "why would you pay 200%+ more for the same product, with less documentation, from a retailer who won't show you their cost?" | "why would you pay more for the same quality, without a 3D preview, without a dedicated concierge, and without 30-day returns?" |
| CTA | "Search certified diamonds with full transparency →" | "Book a free consult →" → /concierge |
Template 07: Conversion (ID: 587eb66f)
Subject: Keep — "Ready when you are. No countdown timer." is on-brand.
| What to Change | Current | Change To |
|---|---|---|
| Bullet 2 | "Why our pricing model exists and how it saves you thousands" | "What makes buying with Clarity different" |
| "If you're ready to browse" section | "Every result shows invoiced wholesale cost + our 15% margin. No surprises." | "Every diamond is IGI certified, with full specs and transparent pricing." |
| Search CTA | "Search Diamonds →" → /search | Keep /search but also add: "Or browse our Launch Collection →" → house collection page |
| "One Last Thing" section | "You deserve to see the invoice. You deserve to compare prices with real data." | "You deserve to understand what you're buying. You deserve a real person who helps you — not a salesperson on commission." |
Part 3: Summary Checklist
Site — Immediate (before ads)
- Update hero text
- Remove pricing comparison block → replace with house collection
- Change "GIA & IGI" → "IGI" (homepage + all 6 shape pages)
- Change "Handcrafted in Australia" → "Handcrafted to Order"
- Remove "Lifetime Manufacturing Warranty" (or verify)
- Remove "500,000+" diamond count
- Remove "Save 40-60%" on /diamonds
- Change "Secure Escrow" → "Secure Payment"
- Remove Brinks/Malca-Amit carrier names
- Soften testimonial savings (remove specific $ amounts)
- Remove all "manufacturer's invoice" references
- Remove all "15% margin" references
- Remove "100-300% markup" FAQ claim
- Fix footer links (point to real pages or remove)
- Fix
/#concierge→/conciergeon all diamond CTAs - Build /concierge page
- Build /contact page
- Build /privacy page (required for ads)
- Build /terms page (required for ads)
- Update How It Works to 5-step flow
- Install Meta Pixel
Site — Before first campaign
- Upload house collection (images + pricing)
- Build /our-story page (update copy to remove transparency references)
- Add education content (IGI cert guide, settings guide, lab vs mined)
- Fix shape page issues (Est. Retail footnote, representative examples, CSS, duplicate nav)
- Pre-populate ring concept generator or remove empty section
Emails — Update in Plunk
- Template 01: Remove margin/invoice claims, update bullets and CTA
- Template 02: Update CTA to /concierge, soften savings claim, update teaser
- Template 03: Full rewrite — rename to "How We're Different", remove pricing tables
- Template 04: Soften all savings figures, remove invoice references, fix IGI duplicate
- Template 05: Remove "invoice data" and "margin" references
- Template 06: Fix "IGI and IGI" bug, remove escrow, remove carrier names, remove invoice section
- Template 07: Remove margin/invoice references, add house collection mention
Files Reference
| Document | What It Contains |
|---|---|
Brand Positioning — March 2026.md | Source of truth — all copy decisions, psychology, pricing strategy, ad strategy |
Site Pages — Copy.md | Draft copy for /our-story, /transparency, /concierge, /contact (needs updating to match new positioning) |
Site Audit — March 2026.md | Original technical audit with broken links and page-by-page issues |
House Collection.md | 5 ring designs with specs and descriptions |
Welcome Email Sequence.md | Original email copy (pre-positioning-change reference) |