Sacet has an ethical approach to diamond jewellery that deserved to be in the face of consumers. Based off the Sanskrit word for consciousness, sustainability is at the core of the brand’s ethos. However, the site wasn’t performing well in organic searches and the brand wasn’t ranking for lab-grown diamond-related terms – their most valuable selling point, naturally. Put simply: The brand was a leading force in an emerging industry, it just made little to no noise digitally – especially with regards to organic.