DoubleTick
CUSTOMER STORIES/TRUE DIAMONDS
True Diamonds

50% of all business conversions now driven directly through WhatsApp

Darayus
DarayusFounder, True Diamond
|3 MIN READ|
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CONVERSIONS VIA WHATSAPP50%
INCREASED CONVERSION RATE3
MANAGEMENT OVERSIGHT100%
AT A GLANCE

The Story

True Diamond is a disruptive player in the luxury diamond industry, founded by entrepreneurs who transitioned from the online brand-building world to the jewellery space. Recognising a “tectonic shift” in how consumers discover luxury goods, they bypassed traditional industry norms to adopt a digital-first approach.

For True Diamond, jewellery is a deeply personal and time-intensive purchase. They reimagined the customer journey by shifting the “discovery model” from physical storefronts to WhatsApp, bringing designs directly to the consumer’s fingertips. To manage this high-touch, personalised commerce model without the complexity of traditional enterprise software, True Diamond partnered with DoubleTick to serve as their core communication pillar and “WhatsApp-first” CX Suite.

CHALLENGE 1

Maximising Conversion from High Ad Spends

True Diamond invests heavily in Meta advertisements. Their goal was to move away from generic lead forms and toward a model where consultants could curate designs based on individual consumer preferences in real-time. Responding within three minutes of a lead arriving increased conversions by 20–30%.

CLICK-TO-WHATSAPP INTEGRATION
Click-to-WhatsApp IntegrationFunnelled all Meta ad traffic directly into personalised WhatsApp conversations.
High-Speed Instant ResponseEnabled available consultants to respond instantly, “even at 11:00 PM or midnight—to capture high-intent buyers.”
Consultative DiscoveryFacilitated real-time sharing of curated designs and personalised design technical back-and-forth.
CHALLENGE 2

Scaling CX Without a Traditional CRM

Managing a growing sales team and thousands of leads across a single number was impossible using standard WhatsApp Business. The management needed a way to track follow-up protocols, attribute sales to specific representatives, and automate repetitive tasks without the overhead of a heavy CRM platform.

WHATSAPP-FIRST CRM
WhatsApp-First CRMFunctioned as a primary data hub, housing lead information and interaction history without needing external CRM integration.
Round-Robin DistributionAutomatically split leads between team members in a systematic format to ensure engagement.
Dual-Number StrategyActivated separate numbers for “Sales/Desire-Building” and “Post-Purchase Technical Support” to streamline operations.
Management DashboardCentralised visibility into follow-up protocols, unaddressed chats, and chronological conversation logs for sales attribution.
Darayus
True Diamonds

“WhatsApp becomes core. It’s in fact the strongest pillar of the whole business that we have today.”

Darayus

Founder, True Diamond

CHALLENGE 3

Adopting a Reliable CX Partner

Coming from a Digital Marketing background, the founders knew “Buyer Discovery models were changing, and WhatsApp is the closest medium to engage customers”. They needed a platform that was sophisticated enough to handle their needs but simple enough for a non-technical team to adopt and navigate from day one.

INTUITIVE PLATFORM ADOPTION
Intuitive UIProvided a user interface that was easy for the team to comprehend and navigate.
Simple OnboardingAllowed for a very simple adoption process that required no deep technical background.
Fast DeploymentEnabled the team to start messaging and engaging consumers almost immediately.
MEASURABLE IMPACT

What changed after DoubleTick

Approximately 50% of all business conversions are now driven directly through WhatsApp.
50%CONVERSION DRIVER
Responding within 3 minutes via WhatsApp increased conversion success by 20-30%.
3INCREASED CONVERSION RATE
Managed to scale the business and house customer data without integrating any external CRM platform.
Operational Efficiency
100% visibility into follow-up protocols, unaddressed chats, and individual sales rep attribution.
100%MANAGEMENT OVERSIGHT
Transitioned from manual messaging to “at-scale” communication using automations and scheduled broadcasts.
Scalability
Darayus
True Diamonds

“WhatsApp becomes core. It’s in fact the strongest pillar of the whole business that we have today for us... For us to attribute which sales rep led to how much contribution for a conversion, all of this is now cleanly available for us on DoubleTick. To manage it at scale would not have been that easy if we were using just WhatsApp for Business.”

Darayus

Founder, True Diamond

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