Website for Charles & Colvard
A website redesign and brand refresh for the North Carolina based jewelry and gemstone manufacturer.
The Challenge
Charles & Colvard had spent the last 20 years perfecting the development and manufacture of Moissanite, a sustainable and conflict free lab-grown gemstone. With a recent push into creating and selling their own line of jewelry, the company needed a refreshed brand and modern website.
The Solution
I directed an internal team of designers, photographers, and engineers to develop an updated photography style and modern website that expressed the company’s position as a luxurious, yet affordable alternative to the traditional jewelry industry.
The updated website was clean and accessible. The design was minimal allowing the photography and jewelry to become the focal point.
An updated photography style was developed to coincide with the website relaunch. The photography style featured warm tones that felt luxurious and inviting. The brown and warm-grey backgrounds also alluded to nature, a nod to Moissanite’s sustainable origins.
The website featured an adaptive design, creating an optimized experience on different devices.
The new homepage design presented customers with easy access to the latest products, categories, and promotions, as well as information about Moissanite and the company.
Informational pages were redesigned to give customers quick access to details about the Moissanite gemstone and the company’s mission.
Shopping and product pages were redesigned to let customers easily search, filter, and compare different gemstone sizes, grades, and styles.
Because certain pieces of jewelry are custom-made, the customer service team would frequently receive inquiries from customers who misunderstood the amount of time it would take to create and ship their jewelry. The product and checkout pages were redesigned with large, prominent messages so customers could clearly see when each piece of jewelry in their order would be completed and shipped. This resulted in fewer customer complaints and opened up additional time for customer service to focus on other tasks.
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