Overview
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Based in Hatton Garden, Queensmith (and its team of master jewellers) are experts in crafting ready-to-wear and bespoke engagement and wedding rings. Made using only GIA-certified diamonds, Queensmith’s jewellery is crafted in its in-house workshop in the heart of London’s Diamond District.

  • UX/UI design
  • Front-end development
  • Craft Commerce development
Background

When Queensmith first reached out to Series Eight, it was part of the Hearts of London Group, along with its sister brand - Hearts of London. The plan was for both jewellers to merge and operate under the one Queensmith brand, and so a new website couldn’t have come at a better time.

The challenge

Queensmith’s new website needed to retain the value held in the Hearts of London Group brand. But it also needed to provide a high-end e-commerce experience - something that Queensmith hadn’t offered before, as the current site only enabled users to book a consultation at their Hatton Garden store (where they would then go to finalise their purchase).

Refining and aligning a brand image

We took inspiration from the current Hearts of London site, using a similar colour palette and iconography, but elevating the typography and entire design to give a cleaner look and feel. Queensmith already had a collection of beautiful product and lifestyle photography, so we stripped everything back to let the imagery do the talking.
Fully customisable, right down to the check-out

Enabling users to buy ready-to-wear rings online meant offering a huge amount of options. From the metal and diamond shape right down to colour, cut, and clarity - everything could be fully customised before it was added to the basket. This meant applying special logic, creating complex filters, and ensuring order information could be directly submitted via an integration with Claris FileMaker. But it wasn’t just the ring selection process that needed a simple, easy-to-use interface - we also created a bespoke check-out that included options to select delivery, create an account, as well the process payment.

Refining and aligning a brand image

We took inspiration from the current Hearts of London site, using a similar colour palette and iconography, but elevating the typography and entire design to give a cleaner look and feel. Queensmith already had a collection of beautiful product and lifestyle photography, so we stripped everything back to let the imagery do the talking.

Fully customisable, right down to the check-out

Enabling users to buy ready-to-wear rings online meant offering a huge amount of options. From the metal and diamond shape right down to colour, cut, and clarity - everything could be fully customised before it was added to the basket. This meant applying special logic, creating complex filters, and ensuring order information could be directly submitted via an integration with Claris FileMaker. But it wasn’t just the ring selection process that needed a simple, easy-to-use interface - we also created a bespoke check-out that included options to select delivery, create an account, as well the process payment.

An atomic approach to design

The site was going to hold a huge amount of information, and the team at Queensmith would need to update and maintain the content going forward. That’s why we adopted an atomic approach to design, creating a strong style guide to ensure consistency across all elements and developing flexible content blocks in a whole host of variations so that the site could easily evolve over time.
Happy Client

We had our first eCommerce orders come through within the first week of launch, traffic remained stable and our site speed increased massively, to under 1s for even our most content-heavy landing pages. Our SEO agency described it as the smoothest migration they had worked on!

Sam N.

Brand Director

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