Taylor & Hart – diamond jewellery website design for the American market

diamond jewellery website design

It’s not very often that we start a large scale online retail project completely from scratch, let alone a retail one. Yet this was the fantastic undertaking we were handed to work on by Taylor & Hart: a diamond jewellery website design brief. The company focusses on creating beautiful, customised diamond engagement rings.

Our new site takes customers through every aspect of the process of choosing that special ring.

Taylor & Hart is a new brand established replacing the long-standing Rare Pink signature. With the next step for the company being a move into the American market, it was felt that it was worth considering a new name. So with a subtle tribute to Savile Row tailors and using the British surname that sonically echoes a beating heart – a new brand was born.

 

A SPARKLING NEW BRAND

With these key new decisons made about the Taylor & Hart name and brand, we were approached to work on the sales website.

Any new site of this kind has to speak directly to a key base of identified customers – but this one had to communicate something completely new.

In essence this was to describe a process that usually takes place face to face – and in secret. All without losing the sense of being able to choose an end product that is special and individual.

 

OUR DESIGN FOR TAYLOR & HART

Below are a series of pages from the site, from the homepage, to the starting point of the customisation process.

Taylor & Hart – our diamond jewellery website design project

Taylor & Hart – our diamond jewellery website design project

 

It’s worth saying that as much as the new site allows you to choose a ring from scratch, it’s perfectly possible to have a personal consultation with Taylor & Hart staff, either via online chat or in person at their London offices.

This degree of flexibility means that customers who are choosing their engagement ring online are those most open to that concept and process.

While the idea of choosing a ring online could be seen as an impersonal concept, our idea was to achieve quite the reverse with the new design.

Taylor & Hart – our diamond jewellery website design project

Taylor & Hart – our diamond jewellery website design project

 

TAKING CUSTOMERS THROUGH THE RING BUYING PROCESS

Central to the success of the project are two detailed modular pages which enable Taylor & Hart’s customers to choose the right engagement ring for them.

These pages move through the ring-buying process – and all the individual options and customisations available – with a demonstration, on-screen, of the closest possible rendering of their finished ring.

It’s really a unique two-step process which crystalises a user experience into a series of options which are easy to understand and address every possible question or option a customer might have.

Taylor & Hart – our diamond jewellery website design project

Taylor & Hart – our diamond jewellery website design project

 

FIND OUT MORE ABOUT THIS JEWELLERY WEBSITE DESIGN PROJECT

Taylor & Hart portfolio page

Visit the new Taylor & Hart website

 

Taylor & Hart – our diamond jewellery website design project