Luxury Jewelry Brand Based in New York
Yael Designs is a U.S.-based luxury jewelry brand renowned for its one-of-a-kind, high-value pieces. Some of their custom-made items reach over $500,000 in value. Their audience includes both retail buyers and B2B customers such as boutique stores and international distributors.
As a luxury brand based in NYC, Yael Designs needed more than just a beautiful website — they needed a luxury eCommerce website tailored to high-end customers. With a strong identity and global clientele, the brand required a digital rebranding for a jewelry brand that would reflect the elegance, craftsmanship, and quality of their collections — and scale with business growth.
The Problem
Old Platform Was Dragging the Brand Down
The previous Magento-based site was functional but outdated. While it served basic eCommerce needs, it lacked the modern capabilities of today’s ecommerce website design standards. The user experience was clunky, mobile performance was poor, and the site did not reflect the aesthetic of a premium eCommerce site. For a brand whose value lies in visual appeal, this was a serious concern.
This project called for a WooCommerce migration — a move away from a restrictive, legacy system toward a more scalable and customizable platform.
Conversions Were Suffering
Visitors struggled with product discovery and filtering, and the checkout flow was full of friction. Despite strong brand equity, the site failed to convert. It became clear that a complete eCommerce redesign was needed, one built on modern UX principles and optimized performance. The new site had to be a true custom eCommerce development built specifically for the jewelry industry.
Administrative Bottlenecks
The backend required developer support for even basic tasks. This slowed content updates and product launches, stalling growth initiatives. What the brand needed was a content-manageable, flexible, and scalable ecommerce website development solution.
The Solution
Choosing the Right Tech Stack
We proposed a complete rebuild using WordPress and WooCommerce — a powerful combination for WooCommerce website development. This enabled custom WooCommerce development with full content control, no technical bottlenecks, and a system ready for international scale. The result was a scalable eCommerce platform optimized for performance, SEO, and high-value product presentation.
Visual & UX/UI Design for a Luxury Feel
We approached this project as a complete premium online store redesign, not just visually but experientially. Our team developed UX wireframes, design systems, and micro-interactions to elevate the user journey. Every element reflected luxury website design standards — from page transitions to image layout. The visual language complemented Yael’s brand refresh and positioned the company as a leading luxury brand NYC-based jeweler.
Key Features Developed:
- Custom Pricing Logic: Auto-adjust based on ring size or configuration.
- Advanced Filtering System: Filter by stone, size, metal, collection — essential for jewelry website development.
- B2B Registration Flow: Wholesale customers can register and get approved for special pricing.
- Inventory Automation: Live stock synchronization for smooth operations.
- WooCommerce Redesign Elements: We implemented high-conversion UX patterns tailored to luxury eCommerce design principles.
- Product Import & Setup: Over 1,100 SKUs migrated with attributes and hi-res photography.
- Gutenberg Block Editor: Enables marketing teams to create landing pages independently.
SEO Optimization: Structured data, image compression, and meta hierarchy across the luxury eCommerce website.
Seamless Integrations
The platform was integrated with Stripe for payments, CRM tools for lead management, analytics for performance tracking, and shipping solutions for order fulfillment. The result: a fully automated and modern jewelry website design aligned with luxury customer expectations.
The Result
The new Yael Designs platform is more than a WooCommerce redesign — it’s a strategic digital transformation. It’s a luxury brand rebranding effort that positions the company at the top of its niche.
Key Outcomes:
- Stronger Brand Perception: The new design aligns with the brand’s luxury positioning and builds immediate trust.
- Higher Conversion Rates: Streamlined UX and performance optimization now guide users from discovery to checkout with minimal friction.
- Increased Operational Efficiency: The internal team can launch promotions, update content, and manage inventory quickly and independently.
- Scalable Platform: The site is built to grow — supporting both B2C and B2B functions on a single platform.
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