Anthony's Diamonds
Luxury Watches & Jewellery
Anthony's Diamonds has been buying, selling and pawning fine watches and jewellery on the Costa del Sol since 1983, from two shops in Puerto Banús and Fuengirola. Their stock is one-off pieces: a Rolex Daytona, a Patek Philippe, a diamond ring that will only ever be sold once. They came to us with two websites they did not love, one of them a Shopify store they had put together themselves, and a clear brief: one site that looks as good as the pieces in the window, and stock the team can put online themselves in seconds. anthonys-diamonds.com is the result: a premium showroom website and a custom stock system behind it, designed and built from scratch.
A showroom, not a checkout
Every piece sits in the same elegant product card, with its photograph, name and price, like a high-end store without the basket. Visitors can search the whole catalogue (type "vintage Rolex" and it finds them, typos included), filter by brand, metal, type and price, and open any piece to see the full gallery and description. Reserved and sold pieces stay on show with a discreet badge and always sit after everything still available, so the catalogue doubles as proof of how much moves through the shop.
One tap to start the conversation
At Anthony's the sale happens in person, so the site is built to start that conversation. On every piece the next step is obvious: message the shop on WhatsApp about that exact item, fill in a short contact form, or book a visit to either shop. A WhatsApp button follows the visitor on every page, because that is how their customers prefer to talk. Every enquiry carries the piece it was about, so the team knows exactly what the customer is looking at before they reply.
Their own stock system, built for the shop floor
This is the part a template cannot give you. We built Anthony's a private back office of their own, designed to match the site. Adding a piece takes a name, a price, a few tags and the photos, and the moment it is published it appears on the website in the right section, in the menus and in search, beautifully presented. No developer, no waiting, no fiddling with layouts. Marking a piece reserved or sold is one tap. Pieces can be archived and brought back later, and anything with a sale recorded cannot be deleted by accident.
The team also choose which pieces are featured on the home page, manage the tags that drive the site's menus and filters, and write blog posts from simple blocks of text, photos and quotes. Their website now runs itself, and they are in charge of it.
Quality you can feel
Every design decision is there to make fine pieces look their best: the client's own film opening the home page, deep forest green and warm ivory, an elegant serif for headings, generous space around every photograph and quiet motion as pages load. The heritage is stated plainly (established 1983, two shops, every price shown), with clear pages for selling and pawning, because Anthony's buys and lends as well as sells. A gallery of the shops' own photographs and a visit page with both locations finish the picture. The whole site is in English and Spanish, fast to load, and one site now does the job the two old ones were doing.
Built together with their team
We loved working with the team at Anthony's on this build. They know their pieces and their customers inside out, they were generous with their time and clear with their feedback, and that made it easy to get the details right, from the film on the home page to the wording on a single button. A site like this is only as good as the knowledge behind it, and theirs shows on every page.
Beautiful on Every Screen
Most customers browse on a phone long before they walk into the shop. The site and the back office are fully responsive: the catalogue, filters, galleries and WhatsApp button are designed for a thumb, and the team can list a new piece from a phone in the shop as easily as from a desk.
Outcome
A luxury showroom website that does justice to the pieces in the window, with a stock system the team runs themselves: add a piece, and seconds later it is live, presented beautifully on every screen, in two languages, with a direct line to the shop on every page.
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