Clarity Diamonds — Site Page Copy
Date: 2026-03-08
Purpose: Copy for missing/incomplete pages on claritydiamonds.au
Homepage Hero — Rewrite
Current
"We Show Our Margins. They hide theirs."
Recommended
Headline:
Traditional jewellers mark up diamonds by 500%. We show you the invoice.
Subheadline:
IGI-certified lab-grown diamonds at a transparent margin. See exactly what we paid — and exactly what you're paying.
CTAs:
- "See How It Works" → #how-it-works
- "Book a Free Consult" → /concierge
Homepage — Claims to Fix
| Current | Replace With |
|---|---|
| "GIA & IGI Certified" | "IGI Certified" |
| "Handcrafted in Australia" | "Handcrafted to Order" |
| "Lifetime Manufacturing Warranty" | Remove unless verified, or replace with "12-Month Manufacturing Warranty" (confirm actual policy) |
| "500,000+ IGI & GIA diamonds" | "IGI-certified diamonds from manufacturers worldwide" |
| "Save 40-60% less than mined diamonds" (on /diamonds) | "Transparent pricing at a fraction of traditional retail markup" |
| 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" |
How It Works — 5-Step Rewrite
Step 1: Consult
Icon suggestion: Chat bubble or calendar
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.
Step 2: Choose
Icon suggestion: Diamond with checkmark
We shortlist IGI-certified diamonds matched to your specs. You see the wholesale cost and our margin on every stone — no hidden markup.
Step 3: Design
Icon suggestion: Pencil/ruler or CAD wireframe
Pick a setting or go fully custom. We create a 3D CAD render for you to approve. Adjust until it's perfect — it's your ring.
Step 4: Payment
Icon suggestion: Shield or lock
Pay securely via escrow. Your funds are held by an independent third party until you're completely happy with the finished piece.
Step 5: Delivery
Icon suggestion: Package with checkmark
Your ring is handcrafted, certified, and delivered to your door via Brinks or Malca-Amit insured shipping. 30-day returns, no questions asked.
/our-story
Page Title
Our Story
Content
Headline:
We started Clarity because the diamond industry has a transparency problem.
Body:
Most jewellers buy a diamond for one price and sell it for five times more. They call it "retail." We call it what it is — a markup they hope you never question.
Clarity Diamonds exists because we believe you deserve to see the numbers. Every diamond we sell comes with the manufacturer's invoice — the actual price we paid. We add a fixed margin on top. That's it.
No negotiation. No "sale" prices. No mystery markup. Just a fair price you can verify yourself.
Why lab-grown?
Lab-grown diamonds are chemically, physically, and optically identical to mined diamonds. Same carbon. Same sparkle. Same IGI grading. The difference is how they're made — and what they cost.
Traditional jewellers have responded to falling wholesale prices by quietly expanding their margins. The industry average retail margin on lab-grown diamonds is now 84% (Natural Diamond Council / Jewellery Australia, 2024). At Clarity, our margin is fixed and visible on every sale.
How we work
We source IGI-certified lab-grown diamonds direct from manufacturers worldwide. Our gemologists vet every stone for eye-cleanliness and light performance — not just certificate specs. We then work with you to design the perfect setting, handcrafted to your exact specifications.
You see the cost. You see our margin. You decide.
Based in Sydney. Shipping Australia-wide.
We're an Australian business serving customers across the country. Every order is delivered via Brinks or Malca-Amit insured shipping, protected by escrow payment, and backed by a 30-day return policy.
/transparency
Page Title
Our Pricing Model
Content
Headline:
Every other jeweller hopes you never ask what they paid. We show you.
Body:
How our pricing works
Every Clarity diamond is priced using a simple formula:
Wholesale cost + import duties + fixed margin = your price.
That's it. No mystery markups. No inflated comparisons. No "sale" that's really just the price they should have been charging all along.
What you see on every quote:
- The manufacturer's invoice — what we actually paid for the stone
- Import duties and certification costs
- Our margin — clearly stated as a percentage
- Your final price
Why this matters
The average retail margin on lab-grown diamonds in Australia is 84%. That means for every $1,000 you spend at a traditional jeweller, $840 is markup. The diamond itself? $160.
(Source: Natural Diamond Council / Jewellery Australia, 2024)
At Clarity, our margin is a fraction of that — applied transparently to our actual wholesale cost. We don't inflate the "cost" to make our margin look small. We show you the real number.
Why we don't negotiate
Because the price is already fair. Negotiation only works when there's hidden margin to give back. If a jeweller drops the price when you push, it means they were overcharging you to begin with.
Our prices reflect current wholesale market conditions and are updated regularly. When wholesale prices fall, our retail prices fall with them — we don't quietly pocket the difference.
Lab-grown diamond prices are falling. That's good news.
Wholesale prices for lab-grown diamonds have dropped significantly in recent years. Unlike most retailers, we pass those savings on to you rather than expanding our margins.
The industry's average markup has grown from 85% to over 500% as wholesale costs have fallen (NDC / Jewellery Australia, 2024). Our margin has stayed the same since day one.
Pricing reflects current wholesale market conditions as of March 2026. Lab-grown diamond wholesale prices fluctuate and our retail prices are adjusted accordingly. Savings comparisons are calculated against the average retail price charged by traditional brick-and-mortar jewellers in Australia, based on industry data published by the Natural Diamond Council and Jewellery Australia. Prices at online-only retailers and discount outlets may differ.
/contact
Page Title
Get in Touch
Content
Headline:
Questions? We're here to help.
Body:
Phone
[Add phone number if available]
Hours
Monday – Friday: 9am – 6pm AEST
Saturday: 10am – 4pm AEST
Sunday: Closed
Response time
We respond to all enquiries within 2 hours during business hours.
Book a consultation
Want personalised help finding your diamond? Book a free concierge call →
Contact form:
- Name
- Phone (optional)
- Message
- Submit button
Location
Sydney, Australia. We ship Australia-wide via insured delivery.
/concierge
Page Title
Concierge Service
Content
Headline:
Your diamond. Our expertise. No obligation.
Body:
Our concierge service is free, personal, and completely no-pressure. Here's how it works:
1. Tell us what you're looking for
Budget, style, timeline, ring type — whatever you know so far. Don't worry if you're not sure yet. That's what we're here for.
2. We do the searching
Our team searches across IGI-certified diamonds from manufacturers worldwide and sends you a curated shortlist — with specs, pricing, and invoice data for each option.
3. You choose
Review the options, ask questions, take your time. When you're ready, we help you design the perfect setting and handle everything from there.
What's included:
- Free consultation call (phone or video)
- Personalised diamond shortlist with transparent pricing
- Custom ring design with 3D CAD preview
- Ongoing support through to delivery
No commission. No upselling. No obligation.
Our team is here to help you make a confident decision — not to close a sale. If you're not ready, that's completely fine.
Book your consultation
[Booking form or calendar embed]
- Name
- Phone
- Budget range (optional): Under $2,000 / $2,000–$5,000 / $5,000–$10,000 / $10,000+
- What are you looking for? (free text)
- Preferred contact method: Phone / Email / Video call
- Submit: "Book My Free Consultation"
We respond within 2 hours during business hours.
/privacy
Page Title
Privacy Policy
Notes
Needs to be drafted by legal or generated from a template covering:
- What personal data is collected (name, email, phone, payment via escrow)
- How data is used (order fulfilment, marketing with consent)
- Third-party services (escrow provider, shipping, email marketing via Plunk, analytics)
- Cookie policy
- Data retention
- Rights under Australian Privacy Act 1988
- Contact details for privacy enquiries
This page is required before launching Meta or Google ads.
/terms
Page Title
Terms of Service
Notes
Needs to be drafted by legal or generated from a template covering:
- Purchase terms and conditions
- Returns policy (30-day returns — define process and exclusions)
- Escrow payment terms
- Shipping and delivery terms
- Manufacturing warranty terms (if applicable — confirm policy)
- Limitation of liability
- Dispute resolution
- Governing law (New South Wales, Australia)
This page is required before launching Meta or Google ads.
Summary of All Changes
Vault files updated this session:
- 500,000+ → softer language (4 marketing docs)
- GIA → IGI (6 marketing docs + CLAUDE.md)
Plunk templates updated:
- 500,000+ → softer language (templates 01, 05, 07)
- GIA → IGI (templates 01, 04, 06, 07)
- Signature 50px → 80px (all 7)
Site pages to build:
/our-story— copy provided above/transparency— copy provided above/contact— copy provided above/concierge— copy provided above/privacy— needs legal template/terms— needs legal template
Site claims to fix:
- Hero text rewrite
- "How It Works" → 5-step flow
- GIA & IGI → IGI
- Handcrafted in Australia → Handcrafted to Order
- Lifetime Manufacturing Warranty → verify or remove
- 500,000+ → remove specific number
- Testimonial savings → softer language
- Save 40-60% → replace with margin transparency message