Belgian diamond retailer BAUNAT sell their collection of premium-quality jewellery online, and have grown their business from national to international since their 2008 launch. They now have customers in more than 45 countries, achieved by using Google AdWords and Google Analytics to find the best markets around the globe for their diamonds.
Headquartered in Antwerp, Belgium, BAUNAT launched in 2008 with just two employees, selling their own collection of handmade premium quality diamond jewellery.
In the early days of the business, BAUNAT found that jewellery advertisements through Google AdWords helped them to quickly grow their client base, but they were also keen to access a wider, international audience in order to gain the highest possible sales for their diamonds.
They turned to Google to help them build a global client base, using Global Market Finder – now part of Market Finder – to identify the top countries worldwide to expand into. The next step was to find the right audiences in these markets for their diamonds. For this, BAUNAT employed Google AdWords and Google Analytics to find the right audiences in each target market to approach with particular diamonds to get the best possible prices.
The variables the tools offer have been of particular help to BAUNAT. With Google AdWords, businesses are able to target potential customers by website type, audience type, or remarketing, while with Google Analytics, they can refine how they track user activity for their site, choosing the specific data they want to look at. This has given BAUNAT the scope to pick and choose the approach that works best in each country for driving sales. “Google improves its products every year, so companies like ours can keep sales growing,” says Co-Founder Steven Boelens.
It is a strategy that has paid off for BAUNAT. In just six years, they have expanded to export 85% of their jewellery to more than 45 countries, with Western Europe, China and Hong Kong as their biggest markets. 60% of their sales now come through the website with the remainder coming through their showrooms in Antwerp, Paris, Geneva, Amsterdam, Mumbai, and Hong Kong.
And the company is still expanding: future plans include opening new premises in Germany and China by the end of 2017, followed by Tokyo and New York by the end of 2018.
“Google is extremely valuable to us. It gets results. Thanks to Google we’ve gone from being a two-man operation to an international business in just six years." Steven Boelens, Co-Founder, BAUNAT