Case study — Fine Jewellery
Aurora Jewels: the build that paid for itself.
Aurora Jewels came to us as fine jewellery operators in Sydney, Australia with a problem that was costing them weekly. The program below is what moved their headline number: +92% lookbook sessions.
Fig. 01 — Art Direction + UISydney, Australia
The challenge
Research told the uncomfortable story: prospects compared them against louder competitors and rated them 'smaller' despite superior service. Perception was capping pricing power.
The redesign brief: look like the company they already were, and make every customer touchpoint say it consistently.
The approach
Discovery started with users, not artboards: session replays, support-ticket archaeology and five moderated tests to find where trust leaked and hierarchy failed.
We rebuilt the interface on a tokenised system — one type ramp, three elevations, one interaction language — then validated with the same tests, measuring completion and confidence side by side.
Rollout covered every surface customers actually touch — site, product UI, email, documents, social — sequenced so the launch felt like an upgrade, not a costume change.
- Two structured revision rounds per milestone
- Logo suite, palette, typography and imagery rules as a system file
- Full-state design: empty, error, loading and long-content variants
- Brand guidelines a stranger could ship on-brand assets from
The results
For the first time, the website looks like the product feels. Prospects stopped underestimating us in the first call.Hannah Brooks — Founder, Aurora Jewels
The gallery
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Fixed quotes in 48 hours. Senior team only. Zero hand-offs between disciplines.