Anona Jewels (formerly ArtHouse Jewelery) needed a website that could do two very different jobs at once: sell a small collection of ready-to-wear pieces like a normal e-commerce store, while also walking high-value clients through a bespoke, made-to-order commission process without the site feeling like a generic Shopify template.

Home Page Built a conversion-focused homepage structured around the brand's real buying journey: hero → trust signals (IGI/GIA certification, lifetime warranty) → the 3-step custom process → recent commissions as social proof → a featured "hero piece" with pricing anchor → the ready-to-wear collection → client testimonial → booking CTA. Every section pushes toward one of two actions: start a custom design or book a private appointment — matching how the business actually sells.

Custom Design / Build Your Piece Flow Designed the "Build Your Piece" journey — letting a client select a certified diamond by shape, carat, cut, and clarity, choose a setting, and land in a consultation instead of a cold checkout. This page had to translate a very human, appointment-based sales process (three fittings, in-person atelier visits) into a smooth digital flow that still routes serious buyers to WhatsApp/booking rather than losing them in a form.

Backend / Technical Overview product catalog structure, account/cart system, domain & DNS migration from the old ArtHouse setup to the new anonajewels.ae domain, hosting, integrations like WhatsApp Business API, email setup, etc.