From handmade.
To online store.
Ecommerce website design for Sadie Jewellery, bringing products, brand story and online sales together in one considered digital experience.
E-COMMERCE → BRAND → CONTENT → SEO
THE BRIEF
Build the brand for growth.
Sadie Jewellery came to XPY with a distinctive product, an existing logo and a strong bank of product and lifestyle photography, but needed the digital platform around it to grow.
The project involved refining the existing identity and translating it into a complete e-commerce experience — one capable of handling an evolving product range, extensive customer choice and the day-to-day demands of an independent jewellery business.
WHAT XPY DELIVERED
01
BRAND
Logo refinement
Colour palette
Visual consistency
Digital application
02
E-COMMERCE
Online store
Payment gateways
Product variations
Customisation
03
CONTENT
Film production
Product imagery
Storytelling
Email integration
04
GROWTH
SEO structure
Local search
Blog strategy
Conversion tools
THE STORE
Built around the product.
With a constantly evolving collection of handmade jewellery, the store needed to make a large and varied product range feel simple to explore.
A bespoke filtering system was developed to help customers navigate different jewellery types and product options, while individual products could accommodate the customisation and variations required by the collection.
Strong product and model photography was then integrated throughout the experience, allowing the jewellery itself to remain the focus while maintaining a clean and intuitive route towards purchase.
PROJECT FILM
The story behind the jewellery.
Alongside the website, XPY produced a short brand film following Sadie’s process from collecting sea glass on the Cornish coast through to creating the finished jewellery in her home studio.
Developed to feel natural and authentic, the film brings the craft and story behind the products to life, giving customers a closer connection to both the jewellery and the person making it.
BRAND & EXPERIENCE
Distinctly Sadie.
The existing Sadie identity provided the starting point, with XPY refining the logo and developing its application into a more complete digital brand.
Colour, typography, photography and interface elements were brought together to create a clean, feminine visual language that felt appropriate to both the jewellery and its Cornish origins.
Existing model and product photography was carefully adapted for the website, giving the store a strong editorial quality while keeping the overall experience light, approachable and focused on the products.
The result feels individual to Sadie rather than like an off-the-shelf e-commerce template.
CUSTOMER JOURNEY
From discovery to checkout.
Designed to encourage the next step.
The experience was designed around more than simply displaying products — every stage needed to make discovering, choosing and purchasing jewellery straightforward.
Product filtering, customisable options and a streamlined checkout work alongside carefully placed calls to action and promotional incentives, including targeted pop-ups and first-order offers.
Mailchimp integration also provides a route for continuing the relationship beyond the initial visit, helping Sadie build an audience around new products, collections and future campaigns.
PRODUCT FILTERING · CONVERSION · CHECKOUT · MAILCHIMP
CONTENT & GROWTH
Built to be found. Built to evolve.
01
CONTENT
Alongside the website, XPY produced a short brand film following the story behind the jewellery — from collecting sea glass on the Cornish coast through to creating the finished pieces in Sadie’s home studio. The production was developed from concept and shot planning through filming, editing, colour grading and final delivery.
02
SEO
Search visibility was an important part of the project. The site was built around a clean SEO structure with considered URLs, keyword-focused content, product architecture, sitemap and an ongoing blog, helping establish Sadie’s position around original sea glass jewellery in Cornwall and the wider South West.
03
TRAINING
With products and collections changing regularly, client independence was essential. XPY provided hands-on training covering product uploads, variations, content management and ongoing website maintenance, allowing Sadie to manage the day-to-day store confidently in-house.
THE RESULT
A brand built to sell online.
The finished project gave Sadie Jewellery more than an online shop — it created a complete digital platform around the brand, its products and the story behind them.
Bespoke e-commerce functionality makes an evolving and highly customisable product range straightforward to manage and purchase, while photography, film and a refined visual identity give the customer experience a distinctive character of its own.
With search foundations, ongoing content tools, email marketing and client training built in, Sadie also has a platform that can continue evolving alongside the business rather than depending on XPY for every day-to-day change.