FORU: Premium Ecommerce Jewelry Website Design That Converts
Akbar Rhadit
About the Project
FORU: Premium Jewelry Website Design for a Handcrafted Silver Brand
One of my 2026 projects: ecommerce conversion website design for FORU, a handcrafted silver jewelry brand shipping across the United States. The client wanted a calm, quiet website that shows the quality of each piece and builds trust from the first visit.
Because jewelry is an exclusive purchase and most customers buy one piece at a time, I removed “Add to Cart” from the homepage. Visitors explore the craftsmanship and products first, then buy with confidence.
My role: UX/UI design, branding, and web design.
Deliverables: Homepage (desktop and mobile), product details page, color and typography system.
Questionnaires
User Research
Before designing, I surveyed 274 online jewelry shoppers to learn what builds trust, what blocks a purchase, and what a homepage must do in its first few seconds.
The survey covered how many pieces people buy, why they buy, what they look at first, what makes them trust a new brand, and what makes them leave a site.
Results
Key Insights
Jewelry is a single-piece purchase. 75%% buy only one piece per order, so a fast “Add to Cart” feels like pressure.
Photos build trust. 90% look at product photos first.
Clutter feels cheap. 100% leave a site because of a busy layout.
Minimal reads as premium. 65% chose minimal and white as the most premium style.
Branding
Typography and Colors
Colors: A restrained palette of warm black (
#21150C), gray (#ADADAD), pearl white (#F7F7F9), and white (#FAFAFA), with a gold accent (#EABB30). It gives the brand a sophisticated, luxurious tone and lets the silver and gemstones stand out.Typography: Gilroy for headings and Avenir for body text. Clean, light letterforms keep the overall look clean, quiet, and crisp.
Workflow
Design Process
Client brief: a calm, quiet website for handcrafted silver jewelry.
Target audience: US shoppers and gift buyers who choose one meaningful piece.
User research: a survey of 274 online jewelry shoppers.
Insights: clear photos, craftsmanship details, and an uncluttered layout build trust.
Brand direction: a black, gray, and white palette with a small gold accent.
Wireframe and visual design: a minimal homepage with one clear job per section.
Final delivery: desktop and mobile designs, plus the design guidelines.
Desktop Version
Homepage Design for Desktop
The desktop homepage opens with a full-width hero and a single call to action, “Shop Best Sellers”. Below it, each section has one job:
Best sellers, new arrivals, and curated products in a tabbed grid, with clear names and prices.
“Crafted to Be Yours” craftsmanship story, with artisan photography to build trust.
“Curated for Every Moment” category gallery, so shoppers can browse by occasion.
Newsletter sign-up for early access to new collections.
FAQ covering shipping, materials, and delivery time.
Generous white space keeps the focus on the jewelry.
Mobile Version
Homepage Design for Mobile
Most jewelry shoppers browse on their phones, so the mobile homepage keeps the same calm feel in a single-column layout.
Large product images with simple, thumb-friendly navigation
Short, scannable sections and one clear call to action at a time
Collapsible FAQ and a lightweight footer for fast loading and easy reading
Product Details Page
Product Details Page
The product page is where trust becomes a purchase. It includes:
Large, zoomable product images with close-up views
Clear name, price, and a short description of the piece
Size and craftsmanship details
Shipping, returns, and care information close to the buy button
A clear “Buy Now” button, because this is where shoppers have decided to buy
Need a premium website design that builds trust and converts? Let’s talk about your brand.
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Posted Oct 9, 2026
2026 project: premium ecommerce jewelry website design for FORU. Clean, white, conversion-focused UX for desktop and mobile, built on a 274-shopper survey.
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Timeline
Jun 17, 2026 - Jul 21, 2026
