Modern Jewellery E-Commerce Website

A premium jewellery e-commerce experience designed and built in Webflow, focused on clarity, visual hierarchy, and a refined shopping journey across devices.

UX/UI Design · Webflow Development · E-commerce

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Overview

This project involved designing and developing a modern jewellery e-commerce website that communicates quality, trust, and elegance while remaining easy to navigate and fully responsive.

Role: UX/UI Designer, Webflow Developer
‍Deliverables: Visual design, UX structure, Webflow CMS build, Responsive layout

The Challenge

Jewellery e-commerce websites often suffer from poor hierarchy, inconsistent branding, and low perceived product value. The challenge was to create a refined, modern experience that elevates the brand while keeping the shopping journey simple and intuitive.

Goals & Objectives

Establish a premium visual identity · Improve readability and spacing · Design mobile-first layouts · Create a scalable product and category system · Ensure fast performance and responsiveness

UX Approach

The UX approach focused on clarity, consistency, and reducing friction throughout the shopping journey. Key sections such as the hero area, product categories, and product detail pages were structured to guide users naturally through exploration and purchase.

Key considerations

  1. Clear visual hierarchy
  2. Image-led storytelling
  3. Simple navigation
  4. Trust signals and reassurance

UI Design

The interface was designed with a neutral colour palette and subtle gold accents to reflect a premium jewellery brand. Serif typography was used for brand expression, paired with clean sans-serif fonts for usability.

UI decisions

  1. Neutral backgrounds with strong contrast
  2. Large product imagery
  3. Consistent buttons and iconography
  4. Generous whitespace

Webflow Development

Implementation highlights: Webflow CMS for products and categories, Global colour and typography variables, Reusable components, Fully responsive layouts, Optimised images for performance

The website was built entirely in Webflow, using CMS collections to manage products and categories efficiently. Global styles and reusable components ensure consistency and scalability as the store grows.