Every piece of jewelry bought should be as singular and rewarding as the person it’s intended for. Buying Jewelry should never feel like it’s a commodity, which makes designing a website for a jewelry store such a challenge. It’s a belief that we’ve cultivated over our relationship with O.C. Tanner Jewelers and the branding campaign we developed for them: 1/1. So when we were challenged to design a new website for them, we threw everything out that a website ‘should have’ and focused on what a jewelry store website should be - the first step in a relationship.
Every page on the site is designed to feel bespoke and crafted with deliberateness. Each tells a story. Every piece of jewelry we feature should be seen by users as the potential climax of a personal story they’ll tell for years. The website is the way to start their story, and get the user to engage with a sales ambassador, O.C. Tanner’s sales team. It’s the relationship (sometimes lifelong) between a sales ambassador and a customer that helps them find the perfect piece, not algorithms or ‘most popular results’ – but the one perfect result.