Project Overview

The primary objective of this project was to develop a digital shopping experience for a new high-end jewelry brand, with the unique proposition of supporting non-profit organisations through each sale. The client sought a luxurious online presence that reflected their commitment to social causes while providing an engaging shopping experience for customers.

Goals and Objectives

1. Create a High-End Digital Storefront: Design a visually appealing and user-friendly online store that reflects the luxury of the brand.

2. Integrate Charitable Giving: Implement automatic donations to partner charities with every sale, reinforcing the brand's commitment to social responsibility.

3. Customisation Feature: Develop a "Build-your-own" necklace customiser, allowing users to create personalised jewellery pieces.

Research and Analysis

To inform our design decisions, we conducted market research and competitor analysis to understand current trends in the luxury jewellery sector and consumer expectations for digital shopping experiences. Insights gathered indicated that customers value both quality and ethical considerations when making purchases.

Design Process

Wireframing

We began with wireframing the storefront to establish a clear layout that prioritises user experience. Key elements included:

- Homepage: Featuring high-quality images of products, promoting current collections and highlighting partnerships with charities.

- Product Pages: Concise descriptions with zoomable images, showcasing craftsmanship and key brand unique selling points and impact visibility.

- Customisation Tool: A dedicated section for the necklace customiser, offering various pendants and chain styles.

Visual Design

The visual design aimed to evoke a sense of luxury through:

- Colour Palette: A sophisticated combination of black & white with neutrals to give a luxury feel

- Typography: Elegant fonts to enhance readability while maintaining a premium feel.

- Imagery: High-resolution photographs that capture the intricate details of the jewellery.

Development and Integration

Once the designs were approved, we moved into development on the Shopify platform:

1. Storefront Implementation: The wireframes were translated into a fully functional Shopify store, ensuring responsiveness across devices.

2. Charitable Giving Integration: We developed a seamless system for automatic donations to partner charities at checkout, ensuring transparency and ease for customers.

3. Customisation Tool Development: A user-friendly interface was created for the "Build-your-own" necklace feature, allowing users to see real-time updates as they designed their jewellery.

Results

Since launch the brand achieved:

- High Average Order Values: The smooth customer journey and merchandising strategy helps to generate an AOV over $1000 for the brand

- Major Media Coverage: Well known celebrities such as Amanda Seyfried supported the brand and multiple fashion publications such as I-D and US Weekly also covered the brand driving traffic to the website.

- Positive Customer Feedback: Customers appreciated the ability to customise their jewellery while supporting meaningful causes.

Conclusion

The project successfully delivered a luxurious and socially responsible digital shopping experience for the high-end jewellery brand. By integrating charitable giving and customisation features, we not only met the client's objectives but also created an online presence that resonates with conscious consumers.