Velvet Rose
Premium Handmade Jewelry
Initial Design Challenge
To stand out in a sea of lookalike jewelry shops. Most competitor shops had boring, stark white pages that lacked visual interest and brand messaging. They often displayed endless item grids on the homepage, with little attention paid to layout, mood, or content.
The goal was to create a premium-yet-approachable aesthetic using a rich color palette and bringing visual interest, character, and a sense of sophistication. The design needed to feel elevated, but still grounded, accessible and easily shoppable — striking the right balance for customers who value quality, uniqueness and attainability.
Visual Style & Direction
The design uses a color palette of burgundy, dusty mauve, cream, and off-white that beautifully complements the handcrafted jewelry. Minimal sans-serif typography creates an elegant yet approachable aesthetic. The clean layout with ample space allows the jewelry photography to take center stage, letting the craftsmanship speak for itself while maintaining a cohesive luxury brand feel throughout.
Image Slider
The deliberately slow-paced image slider serves as a virtual jewelry display case, allowing each handcrafted piece to command attention while gracefully transitioning to the next. This design choice reinforces Velvet Rose's premium positioning by mirroring the thoughtful consideration that goes into both creating and purchasing artisanal jewelry, while subtly encouraging longer page engagement as customers appreciate intricate craftsmanship details that might be missed in faster-paced presentations.
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Feature Section
This features section highlights three key service differentiators: complimentary gift wrapping, $10 flat-rate shipping, and responsibly sourced materials. This strategic grouping of customer benefits created visual balance while reinforcing the brand's premium positioning.
Site Copy
The copywriting strategy centered on storytelling and emotional connection. Rather than focusing on product specifications, we developed narrative-driven content that emphasized the artisanal process and personal meaning behind each piece, differentiating the brand from mass-produced competitors.
Why You'll Love Us Section
This section reinforces the company's dedication to creating quality pieces that are thoughtfully and intentionally made, designed to be and feel special.
Product & Category Pages
Product pages were designed with conversion in mind while maintaining the brand's artisanal aesthetic. Category filtering options help customers easily navigate collections based on jewelry type and price points. Product listings showcase large, prominent images that put the product front and center, ensuring it catches the customer's attention right away. Clear shipping and return policies help buyers shop confidently without having to search the site for information. Detailed descriptions are hidden with a 'read more' button so the visitor isn't immediately overwhelmed with lengthy paragraphs of text.
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About Page
The About page balances personal storytelling and brand positioning with a welcoming introduction and thoughtfully structured layout. The team section includes names and job titles to create trust and connection, while reinforcing the women-led small business identity. The written section articulates how Velvet Rose fills the gap between mass-produced and luxury jewelry, and speaks directly to their target customer—women looking for jewelry that balances looking and feeling high quality, while being easy on the wallet.
Like what you see? This could be your website!
Get in touch and I'd be thrilled to build you one too