The Challenge
RESS has an unusual problem for a jewellery brand. The product is not really the metal. It is the provenance.
A pendant made from a race-used component is worth every penny because of where the component has been. Take that story away and it is a piece of aluminium on a chain. Which means the website is not decoration, it is the proof. A collector will not spend on a claim they cannot verify.
What we built
Netspire designed and built high converting product detail pages, and a full bespoke automation system.
The authentication tool does the heavy lifting. A buyer enters the serial number from their piece and the site returns its certificate and the history of the exact car the component came from. It turns the thing that is hardest to communicate, provenance, into something a customer can check for themselves in ten seconds. That single feature is the difference between a product page and a proof point.
The merchandising follows the collector's logic rather than a jeweller's. Pieces are grouped by the car and the era they came from rather than by metal or stone, so a buyer shops the story.
Underneath, the store prices in local currency across more than 90 countries, which matters for a brand whose audience is global by definition.
The results
What is already true: every piece RESS sells can be verified by the buyer through the site, which removes the single biggest objection to a provenance product. The store prices in local currency in more than 90 countries, so an international collector never leaves to work out an exchange rate.
About
Ress Racing
RESS is a British brand making limited-edition jewellery from real Formula One cars — bracelets and necklaces crafted from machines raced by names like Niki Lauda, Lewis Hamilton and Michael Schumacher, each piece authenticated by serial number.
ressracing.com
"After working with Netspire, we had our most successful week of sales to date!"
Marcus Black
Director
at
Ress Racing
