Web Design Case Study
Redesigning a handmade jewelry brand's website so every story necklace, gemstone, and bridal piece finally has room to shine.
The Problem
Lani had already built a loyal following around her handmade sterling silver, gemstone, and pearl jewelry, and every piece she makes carries a personal story behind it. But her existing website wasn't reflecting any of that. The layout felt cluttered, the meaning behind each necklace was hard to find, and everyday shoppers and brides were both landing on the same undifferentiated page.
The site needed a home as warm and intentional as the jewelry itself, one that let the story behind each piece lead, while still making it easy for a bride to find bridal jewelry and an everyday shopper to find, well, everyday jewelry.
Research & Discovery
Before touching layout, I spent time understanding what actually made Lani's jewelry different from any other handmade shop online.
Reviewed every collection, from the signature Story Necklaces to the Bridal Collection and gemstone pieces, to understand what belonged front and center versus what was secondary.
Read through years of glowing customer reviews to pull Lani's own voice: warm, personal, a little playful. Phrases like "jewelry people will notice" became a north star for the copy tone.
Everyday shoppers and brides have different needs and different urgency. The old site treated them identically, which meant neither group had a clear path forward.
Every Story Necklace comes with a narrative Lani wrote herself. That story, not the materials list, was the real reason people bought and kept buying.
Inspiration & Mood
Lani's jewelry is soft and personal, hammered sterling silver, freshwater pearls, hand-painted rocks. The design direction leaned into that same feeling: floral pinks, gentle curves, and plenty of room for each piece's photography and story to breathe.
UX Strategy
The core UX goal was giving every visitor, whether they were browsing for themselves or shopping for a wedding, a clear, story-led path to the right piece.
Every Story Necklace product page pairs the piece with the personal narrative behind it, right alongside the materials, so shoppers connect with the meaning before the price.
Navigation splits everyday pieces from a dedicated Bridal Collection for brides, bridesmaids, and mothers of the bride, so each shopper self-selects immediately.
A standalone Gemstones section explains the meaning behind materials like amethyst, peridot, and larimar for shoppers who want more than a product spec.
Keep the layout airy and photography-forward. Let the jewelry, the story, and Lani's own voice do the talking, not busy page chrome.
Live: each Story Necklace is photographed and written about the same way, materials plus meaning.
Design Execution
Each necklace's meaning is told in Lani's own voice alongside its materials and care details, matching the tone customers already loved from her Instagram and in-person shows.
A standalone section for brides, bridesmaids, and mothers of the bride, so wedding shoppers never have to dig through everyday pieces to find what they need.
Years of five-star customer reviews are built directly into the homepage, giving new visitors the same social proof Lani's repeat customers already relied on.
A warm, story-first shop where everyday shoppers and brides each have a clear, uncluttered path to the piece that's right for them.
More From the Live Site
A few more pages and product shots from the finished site, live on jewelrybylani.com today.
Outcome & Impact
The redesigned site gave Lani's handmade jewelry the same warmth and intentionality her customers already felt in person, and launched fast enough to start driving real traffic within days.
What's Next
With the new foundation live, the next phase would focus on growing reach and deepening the story-first experience.
Every great project begins with a conversation.