DIGITAL: Petra Diamonds

How can I use digital to explain a complex business?

By focusing on the user experience


Listed on the FTSE 250, Petra Diamonds is a leading independent diamond-mining group and an increasingly important supplier of rough diamonds to the international market.

In May 2014, Petra asked Gather to develop their online presence – to ensure their website best reflects the company’s position in the market, its stage of development and its vision and strategy, as well as reflecting or bettering best-practice.


Petra wanted a site that would engage a wider and more diverse audience, ensuring the company’s strategy and business model could be easily understood by non-mining specialists. We developed a set of infographics that walks the user through the complicated mining process from appraisal through to sorting, using clear language and an engaging visual style.

With talent at a premium in the areas in which Petra operates, we also developed a comprehensive careers section that provides prospective job seekers with a variety of information about the company and positive reasons to join.


The navigation and architecture is now optimised for Petra’s main audiences and the site is fully responsive across all devices. It showcases the company’s operations thorough bold imagery and has a clean, modern design that incorporates intuitive functionality to make the user-experience easier and more rewarding.​

View the website.


  • Stakeholder interviews
  • Peer & competition analysis
  • Website best practice
  • Digital road mapping
  • User journeys
  • Corporate website design