Jewellery Designer Website for Anna Opher | Made-to-Order E-commerce
Anna Opher contemporary jewellery designer home page featuring her handcrafted gemstone and recycled precious metal collections
Anna Opher is a contemporary jewellery designer working with recycled precious metals including silver and 18ct yellow gold and beaded gemstones. Her diverse collections—spanning molten textures, wire, chain, granular and pearl designs—combine fine craftsmanship with elegant aesthetics.
She needed a refreshed online presence that would showcase her handcrafted pieces while facilitating both made to order and special order sales and was overwhelmed by how to approach this. This custom e-commerce website bridges her artistic practice and production processes with practical e-commerce functionality, supporting her return to active business engagement with a professional contemporary website.
Website Challenges for a Jewellery Designer
Before our collaboration, Anna faced several obstacles with her outdated online presence:
Her outdated website presented a dull, inconsistent visual experience that failed to capture the elegance of her jewellery
She struggled to articulate her personal story and creative journey, missing the opportunity to connect emotionally with potential customers
The site lacked professional polish, undermining confidence in her premium handcrafted pieces
There was no clear customer journey for inquiring about made-to-order pieces or special commissions
There was inconsistent image quality and dimensions
Critical elements were missing from her photography, such as on-body images to show scale—essential for online jewellery sales
The site lacked clear messaging about customisation options and production timeframes
"I had an outdated website and felt completely overwhelmed by all the technology and options available."
- Anna Opher
Online Shop - clean minimal design to showcase collection
Mobile Shop design interface
About Page - personal story and creativity messaging
Custom Jewellery Designer Website Solution
Working closely with Anna, I created a Squarespace website that elegantly presents her jewellery collections and she could easy update herself:
Sophisticated Product Page Design - Developed detailed product pages that combine multiple view types—standalone product shots, on-body images showing scale, and alternative metal options—giving customers a comprehensive understanding of each piece.
Clear Made-to-Order Communication - Implemented explicit "Made-to-Order" messaging with expected delivery timeframes, setting appropriate customer expectations while highlighting the handcrafted nature of her work.
Customisation Options - Created a product variation system that allows customers to select different design options while also communicating that custom adaptations (like longer chain lengths) are available upon request.
Material Transparency - Incorporated detailed product descriptions that highlight her use of recycled silver and vermeil, appealing to environmentally conscious customers while explaining potential variations in handmade pieces.
Photography Framework - Conducted a thorough audit of her existing images, identifying which could be effectively repurposed while creating a clear framework for future photography needs, specifically detailing shots that show craftsmanship and on-body images that demonstrate scale.
Additional Information Architecture - Designed expandable sections for important details like delivery costs, returns policy, and packaging information, keeping the product pages clean while ensuring all necessary information is accessible on every product page.
Collaborative Design Process
Our partnership extended beyond website development to include strategic guidance:
Conducted a thorough audit of her jewellery collections and existing photography
Provided a detailed framework for future product photography, emphasising detail shots and scale reference
Created messaging that clearly communicates the made-to-order process while inviting custom requests
Worked on her artist statement and background to create a more engaging about page that effectively communicates her craftsmanship philosophy and unique approach to jewellery design
Structured navigation and collection organisation to enhance product discovery
Website Results & Business Impact
The new website has transformed Anna's online presence and business confidence:
Established a professional platform that properly represents the quality of her jewellery design
Created clear pathways for customers to purchase or inquire about made-to-order pieces
Provided a photography framework that she can implement over time to continually enhance her visual presentation within her online shop
Empowered her to independently manage her online presence moving forward
“Emma's patience, clear thinking, and extensive knowledge made the entire process stress-free. She really listened to my needs and created a professional website that perfectly represents my business. Now, I can easily update it myself, thanks to her fantastic training videos."
- Anna Opher
After project completion, clients receive training for self-updates, so live website content may differ from my original design.
