Moissanite SA
Selling the fire of the stone, not the spec sheet.
The surface
A custom store built around light. Stones rendered the way they really behave, tried on at true size, explained by their own science, and sold through a shop that largely runs itself.
Loose stones, a direct supplier, a WordPress store, years of guides people already found on Google, and a real understanding of how light behaves inside a cut stone.
01 · Light, rendered properly
The fire you see is the fire the stone throws.
Every stone is rendered offline, once for each band of the spectrum at moissanite’s own refractive index, then recombined. That’s how the colour in the light comes out right, rather than painted on afterwards.
The science page lets people move the light themselves. Try it here, with the same frames.
Drag across the stones or use the slider. Same cut, same light, two materials.
02 · The cuts
Every cut, turning in the same light.
Each shape is rendered as a turntable in the same studio light, so people compare how the stones actually move and throw light, rather than reading how they’re described.
03 · True size
See it on a hand, at its real size.
Calibrate your screen once against a bank card, and the stone you’re looking at sits on a hand at life size. The same calibration drives a ring sizer and a printable sizing chart.
Eleven cuts, each sold by size along a slider rather than a grid of options.
04 · Platforms
A shop that largely runs itself.
Built from scratch rather than on a template, so the store does exactly what this business needs, and nothing it doesn’t.
Leaving WordPress didn’t mean starting again on Google. All 151 of the old store’s links point to their new pages, and the thirteen long-form guides came across with them, so years of search traffic still lands.
- Every order is re-priced on the server, so a total can’t be tampered with.
- PayFast payments, verified before an order moves.
- Courier bookings made from the admin.
- Quotes and invoices customers accept and pay from a private link.
- A trade portal where approved jewellers buy wholesale.
05 · AI systems
Ready for the assistants people already use.
The store speaks to AI assistants directly. They can search the stones, read the policies and build a checkout link for a customer. They can fill a cart, but never set a price: every total is recalculated on the server.
A live guide for AI crawlers and a Google Merchant feed come from the same catalogue, so nothing is kept up to date by hand.
06 · Brand
A brand that leads with light, not comparison.
The pitch moved away from comparing the stone with diamond, towards how it plays with light. The mark is a faceted stone caught in two strokes, set beside a light, widely spaced wordmark.
The shop’s own range of stones has a name of its own, SOLA, with the stone drawn as its O.
Made of light.
Meant for forever.
Status: in final build, launching soon.
