Vale & Vow | Custom Shopify Jewellery Store

I redesigned Vale & Vow in Shopify, taking the project from visual research through art direction, custom Liquid development and testing on desktop and mobile.

I began by studying Rolex, Omega, Material Good and Sophie Bille Brahe. I looked at how Rolex gives a single piece room to dominate, how Omega uses light and movement to reveal metal, and how Material Good opens with one strong image. Sophie Bille Brahe informed the quieter interface. I built a reference board to compare these ideas and chose a photographic opening with a collection presented one piece at a time.

I wanted the brand name to be part of the opening composition, so I built a scroll transition that carries the large wordmark into the navigation. I refined the spacing where it settles into the header. A later review revealed that the white lettering lost contrast against brighter areas of the ring, so I added a subtle shadow to keep it readable without changing the photograph.

The first version also had too many labels and vague lines of copy. I removed them, rewrote the product introductions around useful details, enlarged the navigation controls and replaced underlined text actions with clearly defined buttons.

I developed four photographic scenes for the collection and implemented them as custom Liquid sections. I kept Shopify’s existing product data and buying options connected, including metals, sizes and engraving where available. For the closing section, I reused the portrait to show the pendant being worn beside the newsletter form, and created a small jewellery-inspired favicon.

I checked the finished theme on desktop and narrow mobile screens, corrected layout issues, and tested the navigation, product links and return from the cart. I also reviewed the reduced-motion version so the brand remained readable when the scroll animation was disabled.