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Loveletta is a personalized jewelry brand I built and run for customers across the US. On the technical side, I customized the Shopify theme in Liquid, built the personalization fields so customers can add names and messages that carry through to each order, and set up the product structure, collections and SEO so the store is easy to manage and easy to find. I also run the brand's Instagram, using AI tools to produce the posts, carousels and reels that bring customers to the store.
I wanted her website to feel like her music.
Ruelle has been in my rotation since Shadowhunters. Her songs are dark cinematic, enigmatic even which is why they keep landing in prime time shows yet in contrast her site is white and quiet.
So I rebuilt it in her musical persona.
There's music on her original site, but there's no player. You hunt, you click, you wait, you leave.
So the rebuild has one job. Make the listening happen on the site itself.
A bespoke working turntable at the centre, built as a code component. The records carry her own release art, cropped round with the hole punched through.
Browsers won't autoplay audio. So the tap on the vinyl record became the opening.
Concept piece. The hero is a photograph of her, animated with Kling.
And in the last moment, I just added these cursor effect of floating musical notes- to make it more cohesive with the theme :)
Do let me know y'all if you have ever listened to any song by her, and if yes, which one?
Also, do let me know your thoughts on this reconceptualisation and rebulid.