Note: I've left out the client’s name to respect confidentiality.
A beautiful jewellery piece, a forgettable experience
Imagine scrolling through a stunning jewellery piece on a website—flawless cuts, exquisite detailing, pure elegance. You flip through the images, admiring its beauty, and then… bam, that’s it.
No craftsmanship story. No intricate details. No connection to the artistry behind it.
Instead of feeling drawn to own this piece, you’re left staring at the screen, wondering:
What’s the cut of this stone?
What’s the story behind this design?
What about exchange policies?
This is exactly what our client—a luxury jewellery brand—felt was missing. Their existing PDP lacked depth, emotion, and engagement.
It was time to craft a product page that didn’t just display jewellery—it told its story.
Research & Exploration
Where does luxury jewellery brand stand?
When users browse jewellery online, they don’t just look for a product—they look for a story. But instead of feeling connected to the craftsmanship, they are left with a standardized product page that lacks personalization.
Users feel overwhelmed – Too many options, no guidance.
Lack of storytelling – No details about the artistry and craftsmanship.
We began by studying luxury jewellery brands—how they present their collections, the way they integrate storytelling, and what sets them apart.
Key takeaways from our research:
Luxury isn’t just about the product—it’s about the story. International brands don’t just sell jewellery; they sell heritage, craftsmanship, and exclusivity.
Standardised product page layouts felt impersonal. Most high-end brands followed a structured, templated approach, which worked, but our client wanted something different.
Users craved details, but they didn’t want to be overwhelmed. The challenge was to create an immersive storytelling experience without making the page cluttered or difficult to navigate.
Collating and brainstorming with these insights, we moved into design exploration.
The concepts
Crafting the story
We didn’t just settle on one concept. We explored over 4+ unique design layouts, iterating and refining until we found the one that perfectly balanced.
We worked to establish a narrative strategy for the product detail page experience. Our approach was to guide users through a storytelling funnel, starting with engaging them with jewellery images,narrowing down to specific details about each jewellery piece, and broad, engaging insights into the brand's heritage and craftsmanship.
The ALmost final concept
Every piece has a story
We worked through 4+ design concepts to bring the Indian heritage and modern jewellery vision.
The new PDP wasn’t just a layout; it was an experience.
Jewellery brands typically rely on photos of the pieces and they are shot based on themes, yet our challenge was to balance this with visuals and a good experience. We tested multiple layouts to ensure that jewellery images didn't distract from purchasing intent and craftsmanship story but rather enhanced it.
Challenges and learnings
Creating a unique luxury product page without making it overwhelming. Balanced storytelling with usability, ensures essential details are accessible but not cluttered.
Luxury e-commerce isn’t just about high-end visuals—it’s about creating an emotional connection that makes the user feel like they’re part of something bigger.
My ROLE:
UX Designer
Timeline:
4 Weeks
Team:
UI Designer, Product manager
and let's connect & collaborate,
get in touch
Created with a lot of brain fog & 'n' no. of iterations
© 2025 portfolio, until new idea/inspiration
pops
