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Web design · Handmade jewelry shop

Jewelry by Lani:
sales doubled in a day.

I redesigned Lani's handmade jewelry shop in two weeks, and her sales doubled within 24 hours of launch. When sales dipped later, a welcome offer and lower shipping brought new orders that same week.

  • Squarespace
  • GoDaddy
  • 2 weeks
  • Web design

Before

The old Jewelry by Lani homepage on a phone: a cropped hero photo, long blocks of bold centered text, and small round photos scattered down the page

After

The new Jewelry by Lani homepage on a phone: a clean hero, Story Necklace cards with prices, Lani's story, reviews, the Bridal Collection, shop locations and gemstone guides
The old and new homepage, side by side. Hover to pause, or scroll inside either phone.
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The challenge

Beautiful pieces. Buried stories.

Every piece Lani makes has a story, but her old site hid them in a cluttered layout, and brides and everyday shoppers landed on the same page. Two weeks after launch, sales dipped, and the numbers showed why: 62% of shoppers who added something to their cart left when the shipping cost appeared at checkout.

What I did

Three changes that mattered most.

Stories up front

Each necklace sits next to the story Lani wrote for it, so shoppers connect with the meaning before the price.

A path for every shopper

A separate Bridal Collection means brides never dig through everyday pieces to find what they need.

A reason to buy today

A 20% off pop-up for first-time visitors, and shipping cut from $7 to $5, with free shipping over $75.

I also taught Lani to add her own products in Squarespace and recorded screen tutorials on sending email blasts, so she can run her shop herself.

Before

The old Jewelry by Lani desktop homepage: a pink bridal hero, product rows with repeated text, a pink photo slideshow, reviews, a contact form, and featured necklaces

After

The new Jewelry by Lani desktop homepage: a free-shipping banner, a photo hero, Story Necklace cards with prices, Lani's story, reviews, the Bridal Collection, shop locations and gemstone guides
The old and new desktop homepage, side by side. Hover to pause, or scroll inside either screen.
The Jewelry by Lani welcome pop-up offering 20% off a first order for signing up to the newsletter
The welcome offer: Lani got two new sales that week, including an order for two pieces the next day, and every sign-up now joins her email list for future discounts and new releases.

What this means for you

If you sell what you make, your site should tell its story and make checkout feel easy. And the work doesn't stop at launch: small fixes based on real data can matter just as much.

Start to finish

How the project came together.

  1. Kickoff

    Getting to know the shop

    I went through every collection and read years of reviews to find Lani's own voice.

  2. Weeks 1–2

    Design and build

    Teal for everyday pieces, pink saved for bridal, and story-first product pages, built on Squarespace.

  3. Launch

    Live in two weeks

    I pointed five old domains to the new shop through GoDaddy, so every link lands in one place.

  4. First 24 hours

    Sales doubled

    60 unique visitors came through, and Lani's sales doubled within a day.

  5. Two weeks later

    A fix when sales dipped

    A 20% welcome pop-up and lower shipping brought two new sales that week.

  6. After launch

    Lani runs it herself

    I taught her to add products and recorded tutorials on sending email blasts.

The results.

  • 2xsales within 24 hours of launch
  • 2weeks from kickoff to launch
  • 60unique visitors in the first 24 hours
  • 5→1old domains now pointing to one shop

How could this help your business?

Let's talk it through. Grab a free 30-minute call and tell me what your shop needs.

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