Web design for jewellers
I design and build websites for independent jewellers that show the craft up close and turn browsing into a booked design consultation.
Free homepage teardown for your jewellery studio
Send me your site. I’ll record a short video on what works, what doesn’t, and what I’d change first.
How clients choose
Jewellery, especially engagement and custom work, is a considered purchase made over weeks. Buyers compare several jewellers, look closely at past work and want to understand stones, metals and process before they visit. The site has to prove craft through photography and make it easy to start a conversation.
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What people type before they choose. Each of these deserves a clear answer somewhere on your site, usually its own page.
Pages your site needs
The pages I plan for almost every jewellery studio website, and why each one earns its place.
Custom design process
Consultation, sketches, CAD, casting and setting, step by step. It is what buyers most want to understand.
Engagement and bridal
Its own section with styles, settings and wedding bands. It is searched separately from the rest of the shop.
Past work gallery
Finished pieces photographed well, sorted by type. Proof of craft matters more than any claim.
Stones and metals
Natural and lab-grown diamonds, coloured stones, gold and platinum explained plainly, without pressure.
Redesign and repair
Remaking inherited jewellery, resizing and repairs. These bring in new clients who may return for bigger pieces.
Book an appointment
Consultations by appointment, with what to bring and what to expect.
What builds trust
The signals that move someone from browsing to choosing a jewellery studio.
Macro photography
Close, accurate shots of settings and stones in consistent light. Blurry phone photos undercut fine work.
The bench shown
Photos of the studio and the jeweller at work. It proves the pieces are made here.
Sourcing explained
Where stones come from and how you choose suppliers, in plain terms.
Care and warranty terms
What is covered, cleaning and inspection policies, and how resizing works.
The conversion path
Primary action: Book a design consultation.
Fallback: Send an enquiry with inspiration images.
Every custom and bridal page leads to a consultation booking. An enquiry form that accepts reference images and a rough budget range catches buyers who are still early, and gives you what you need to reply well.
Common mistakes
What I see most often when I review sites in this field.
Catalogue-only sites
A grid of stock rings with no process or custom path hides the work that sets an independent jeweller apart.
Poor photography
Glare, colour casts and soft focus make real diamonds look cheap.
No idea of budget
Giving no sense of starting points leaves buyers unsure whether to enquire at all.
Jargon without explanation
Grading terms with no plain explanation make first-time buyers feel out of their depth.
Features worth building
Consultation booking
An appointment calendar for in-studio and virtual consultations, with a short intake.
Enquiry with image upload
Buyers attach inspiration photos and describe what they want before the first meeting.
Shopify for ready-to-wear
Bands, studs and smaller pieces sold online, alongside the custom enquiry path.
Websites for jewellers: common questions
Show starting points, not exact quotes. Custom work varies with stones and metal, but a line such as "engagement rings typically start from" helps buyers know whether they belong in your studio. It filters out mismatched enquiries and gives serious buyers the confidence to book. Ready-to-wear pieces should carry exact prices like any shop.
Use a photographer who specializes in jewellery, or a proper macro setup with diffused light and a consistent background. Shoot every piece from the same angles so the gallery reads as one collection. I build the gallery to show these images large and sharp, with zoom on product pages, so the craft is visible on a phone.
Yes, plainly and without bias. Many buyers arrive having read conflicting advice. A calm page explaining the difference, how each is graded and what you offer positions you as the jeweller who explains rather than sells. That trust is often what earns the consultation.
Give custom work its own section with a clear process, a gallery of finished pieces and a consultation booking on every page. Buyers need to see that you have done something like what they want, and that the first step is simple. An enquiry form that accepts reference images lowers the hurdle further.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta