PORTFOLIO SECTION
LuxeGem
A Website Design Project for a Fashion and Accessories Brand
Project Brief:
LuxeGem
Overview:
Who says simple can’t be stunning?
As a jewelry lover myself, I know the impact that great product photography can have on buying decisions.
LuxeGem already had these gorgeous product images, so I knew I had to create a website that would do them justice—something that merged exclusive designs with a clean, elegant look.
Here’s how I made that happen.
Project Type:
Branding and Website Design
Industry:
Fashion and Accessories
CMS:
Squarespace
DATE:
May 2024
about LuxeGem
LuxeGem’s mission is to redefine everyday elegance with their handcrafted luxury jewelry. They’re all about unique, high-quality designs that add a touch of sophistication to everyday life, making their customers feel effortlessly beautiful.
Target Audience
LuxeGem’s customers aren’t just looking for jewelry—they’re looking for status symbols, pieces that tell a story of prestige and sophistication. These are individuals aged 28 to 40 who value luxurious, timeless designs. They’re not just buying accessories; they’re investing in pieces that reflect who they are.
project goals
LuxeGem needed a website that matched its physical store experience. Here’s what I aimed to achieve:
- Design a stunning, user-friendly website that mirrors the refined sophistication of LuxeGem’s boutiques.
- Articulate the exclusivity and allure of each piece to encourage purchases, aligning seamlessly with LuxeGem’s luxury brand.
My Approach
- I wanted LuxeGem’s website to feel like stepping into one of their luxury stores. Every visit to the site should be an experience, welcoming visitors in luxury and sophistication.
- I emphasized the rarity and desirability of LuxeGem’s jewelry, making it clear that these pieces are special, limited, and worth the investment.
- Just like in a boutique, online shopping for LuxeGem jewelry had to be personal. I made sure visitors could get their doubts settled and answered in detailed product pages and provided an option for a free consultation if they feel confused.
- Whether clients are browsing on a laptop, tablet, or smartphone, the LuxeGem website needed to offer a consistently elegant and functional experience across all devices.
User Persona
This led me to curate a user persona and target audience for the website, ensuring that I wasn’t designing blindly. For a corporate workwear female-only brand, i found that the target audience’s needs and wants are closely tied to their professional lives and aspirations. My research helped me develop the following user descriptions: detailed below
What’s next?
I began finding inspiration and creating mood boards for the visual identity and overall look of the website. Here’s what I’ve settled on:
For LuxeGem, I picked colors that really highlight the brand’s elegance. White serves as a clean, classic backdrop that lets the jewelry shine. Light beige adds warmth and makes the site feel inviting. Deep burgundy brings a rich, luxurious touch, while light taupe keeps everything balanced and elegant. Black adds depth and contrast, making sure the design stands out. Altogether, these colors work to show off LuxeGem’s sophisticated and high-end style.
Typography is key to LuxeGem’s stylish look. Josefin Slab is used for headings because it’s elegant and eye-catching, perfect for grabbing attention. For the body text, Open Sans keeps things easy to read and modern. This combination ensures that the site looks both luxurious and approachable, just like LuxeGem’s jewelry.
The Results
LuxeGem’s online visibility has improved, attracting an audience that’s actively seeking luxurious and exclusive jewelry. By focusing on the exclusivity of LuxeGem’s offerings, we’ve successfully driven online conversions, resonating with the brand’s target demographic and boosting sales. LuxeGem is now well-positioned to thrive in the competitive luxury jewelry market.
What’s next?
As much as I love how this project turned out, I’m always looking to improve. For the next one, I’m going to focus more on user testing to make sure everything works perfectly for people like Emily. I’ll also be more proactive in gathering feedback to refine and enhance the user experience.
- Have a project in mind?