Keanis
- UX/UI design
- Front-end development
- Shopify Plus development
- Copywriting
Keanis creates luxury lab-grown jewellery that’s designed to be loved and last forever. Each timeless, heirloom-quality piece is ethically made and always fairly priced.
Keanis came to us with nothing but a name and a vision. The owners had found success in Hong Kong. But breaking Europe meant building a new identity and e-commerce site from scratch.
The challenge
Staying close to sourcing, design, and production enables Keanis to offer a higher-calibre of jewellery for 50% less than traditional brands. But balancing luxury with affordability would be key. Keanis also had to convince buyers that lab-grown diamonds were better than mined, ease anxieties around high-value online purchases, and make each piece’s personalisation options feel exciting, and never overwhelming.
Our approach
Our discovery took us to every corner of the luxe jewellery market. We ran workshops to define how users would likely shop, their wants, needs and motivations, and the kinds of filters, guides, and sorting functions that would drive conversions. Every touchpoint, from packaging design to product page UX, was considered as part of one cohesive brand and digital strategy.
Brand
Building a brand that’s effortlessly elegant
We created an identity that's both refined and warm, modern yet timeless, and luxurious but always within reach. We used clean lines and soft curves to represent lasting relationships, whilst adding emotional depth to photography using soft lighting and intimate framing. The wordmark features subtle merges to reinforce the idea of connection. And instead of predictable gold tones, we elevated the brand through finer details, such as textured paper, subtle embossing, and carefully considered white space.
TOV
A new narrative: ‘Finding your forever’
Forever jewellery is centred around love, warmth and generosity. We defined a tone that’s conversational and familiar, laced with a timeless charm that feels emotive and inviting. From thoughtful little details to the bold statements that emphasise everything Keanis stands for, each word should feel considered and polished. Always effortless to read and skim—but never weighing users down with the heaviness of decision-making.
And all of this centered around a new tagline, ‘Finding your forever’. A nod to the notion that "forever" means different things to everyone—a relationship, milestone, self-love, or family bond—and how jewellery is an everlasting symbol of those moments.
Design
From browsing to buying with confidence
Personalised and ready-to-wear jewellery needed totally different approaches. Made-to-order rings came with loads of variations (gem, metal, ring size, style, stone size—even engravings), so we laid everything out as clearly as possible and used visuals such as tooltips for added detail. We also addressed other pain points: a gem size visualiser for scale, clear links to the ring sizing kit, and timeline estimates so customers knew what to expect before buying. Plus, we created guides and inspiration pages for users who needed extra support along the way.
Photography
Editorial meets emotional
Forever jewellery doesn’t just have a higher price point—it carries an emotional weight, too. Keanis was asking users to fall in love with pieces they’ll wear for a lifetime—pieces they can’t physically touch. Our art direction helped users feel more connected to the product and its details. Inspired by editorial photography, we captured high-quality close-ups and lifestyle shots. Aspirational yet inviting, refined but still elegant and romantic—we made sure the product was the focal point in every shot, and throughout the website UI.
We're delighted with the work. [The team] always thinks from our brand's perspective, suggesting improvements without thinking about whether it will be more work and consistently deliver a very high standard of service.
Founder, Keanis
Team
- Art Director
- Rita Bastos
- Senior Designer
- Ellie MacLeod
- Copywriter
- Bobbie Hiscock
- Project Manager
- Anna Matthews
- Developer
- Fi Bennett