Bespoke jewellery
Alicia J Diamonds
The old site was under-performing and read like a shop. The rebuild had to feel like a private consultation and still sell the best sellers, so browsers and buyers are met on the terms they arrive with.
01The problem
A shop window for a consultancy
Alicia J sells a bespoke process — a conversation about a stone and a setting — but the site it came with sold like a catalogue, and performed like one too. It wasn’t representing the brand the way the studio experienced it.
02The balance
Empowered, not funnelled
The site had to feel like high-end jewellery with a consultancy behind it, while still selling a few pieces from the best-seller range outright. Getting that balance was the whole job — enough commerce to buy from, never so much that someone weighing up a bespoke commission feels dropped into a sales funnel.
03Search & social
Met by intent
Two kinds of customer arrive here — someone ready to buy a known piece, and someone starting a bespoke commission — and they want different things first. Keyword targeting and the social campaigns were built around that split, so what someone lands on matches why they searched.
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