Medical Video ProductionMedical Video Production

Case Study: Chains and Charms Website (2008) with Custom Programming and 360° Spins (2010)

A website takes a company from humble beginnings to a leading online jewelry retailer.


Click to View the Chains and Charms eCommerce Website

Challenge started modestly in 1996 as an ambitious idea for cataloging and photographing charms and pendants, about 500 items total, and selling them nationally via the Internet. Since then, has grown to over 70,000 items! Of course, with growth comes change, and has been in a process of change since its inception.


The Chains and Charms site needed to be adaptable in a way that would make it easily updatable and scalable. With a wide variety of items available, site navigation and search had to be user-friendly. As a leading multimedia website design and development company, DDA built and continues to keep it at the top of search engine rankings through its enrollment in DDA’s premium search engine marketing and optimization program.


This multimedia site utilizes a video spokesperson that welcomes users to the website. The site is cleanly designed and includes a unique three type product search that accommodates a wide range of customer search preferences. Additionally, the site features exclusive 360-degree product video spins and an interactive charm bracelet builder, a wish list, and a fully-customized shopping cart, all of which was filmed and built by DDA. The product spins were made possible with DDA’s digital product photography and video integration expertise.

Behind the scenes is a robust administration area used to fulfill orders, receive product, handle reporting, and much more. is also one of the largest online retailers of charm jewelry on the Internet, having benefited from a significant ongoing search engine marketing (SEM) and search engine optimization (SEO) program.



fter the initial site launched in 1996, has been redesigned in 2000 and 2008. With an inventory that reaches into the thousands and an equally impressive listing of search engine optimized content that was written by the professional copywriters of DDA, the Chains and Charms site ranks on the first pages of major search engines, like Google, across numerous categories, thousands of times. While it carries a complete selection of charms, the website’s potential expansion into other jewelry categories is significant.

Even today, Chains and Charms is still improving, changing, adding to the site, and consistently satisfying an ever-increasing number of customers with an easy-to-navigate site, stocked with an eclectic assortment of chains and charms, at prices that keep customers coming back for more.