AURELIE
A fine jewellery storefront where certification, sizing and gifting are treated as conversion features.
- Industry
- Fine Jewelry
- Focus
- E-commerce Design & Trust Architecture
- Design direction
- Dark gallery presentation with gift-led merchandising
- Primary objective
- Sell considered, high-value pieces online by removing authenticity and gifting doubt.
The conversion logic behind it
High average order values need trust architecture: certification, insured delivery and a care policy are surfaced as merchandising, not fine print.
Sizing is the single biggest abandonment cause in the category, so a sizing tool sits beside the price and inside the gift flow.
Gifting is treated as its own funnel with its own CTA, because gift shoppers buy on different criteria than self-purchasers.
The complete storefront
Pieces meant to be kept.
Solid 18k gold, certified stones, resized free within the first year.
Shop by category
View allMost loved right now
Not sure of the size? Gift it anyway.
A gift flow with free resizing and delayed delivery scheduling removes the biggest reason gift shoppers abandon.
What customers say
The certificate and packaging made it feel like a boutique purchase.
Ring size tool was accurate, no resizing needed.
Bought as a gift and the engraving arrived perfect.
Made in one workshop, by seven people.
Provenance is the product in fine jewellery. The store shows the workshop, the grading process and the care policy before the price becomes the focus.
Private viewings.
New pieces and bridal appointments, shared with the list first.
Why these decisions were made
Certification as a feature
Authenticity doubt is the category's core objection.
Sizing beside the buy button
Solve the abandonment cause where it occurs.
A dedicated gift path
Different intent deserves a different journey.
Restrained pacing
Generous spacing signals value more effectively than discount badges.
Your store might not need more traffic.
It might need a better customer journey. Let's identify what's holding your store back and find the highest-impact opportunities to improve it.