Rootwork’s Ivan Boothe created Exotica Jewelry’s first presence on the web back in 1995, by establishing RingsForever.com. The website, which features Exotica’s handcrafted titanium wedding rings, has gone through multiple iterations but remains the primary vehicle for the company’s sales of titanium rings. Ivan designed the site from the ground up, including the custom design and implementation of Drupal’s ecommerce platform.
In 2008, RingsForever.com was joined by a new site showcasing Exotica’s hand-milled titanium beads, TitaniumBeads.com. This site uses a slightly-modified stock design and uses the Ubercart ecommerce system.
In both cases, visitors can easily browse jewelry and narrow down their choices based on particular aspects (such as colors, types of metals, and precious gems) and order directly from the website. Jewelry can be enlarged using an animated overlay known as Lightbox.
Exotica Jewelry’s employees can easily update the sites with new jewelry and blog entries, and control what appears on the home page through non-technical web forms with controls similar to Microsoft Word. Each site is also optimized for search engines, bringing in many new visitors through responsible use of keywords and tags.