Zeeman promotion with cheap diamonds causes webshop to crash

The promotion in which Zeeman sold a number of diamonds for 29.99 euros has been a great success. The entire stock was sold out in less than an hour, despite a webshop crash.

Webshop down

What do you get when you sell (admittedly synthetic) diamonds at a bargain price? A rush, a webshop that briefly cannot cope and yet a stock plundered at lightning speed. The action Zeeman announced on Tuesday lived up to all expectations. The massive interest initially caused technical problems, yet the stock completely sold out in less than an hour.

“It was a real surprise, the enthusiasm was huge“, a spokesperson for the chain told Belgian newspaper Het Nieuwsblad. “Several thousand diamonds were sold in less than an hour.”

New opportunities

The chain offered a synthetic diamond (grown in a lab) of 0.1 carats, incorporated into a pendant. Zeemans claims that these diamonds are “chemically and physically the same as natural diamonds”, only much cheaper – a claim which diamond expert Koen Vandenbempt (University of Antwerp) confirmed in Het Nieuwsblad. “Diamonds are not only for ever, but for everyone“, the non-food discounter added to its marketing buzz.

If interest remains high, the chain has plans to have new diamonds made. Customers can sign up for updates when a new batch becomes available.