SIHARA
A web store for a new fine-jewellery house, designed to feel as considered as the diamonds it sells.
Open the live prototype ↗
Why would anyone trust a name they've never heard of?
Fine jewellery is one of the most trust-dependent purchases a person makes online. Buyers hand over thousands of pounds for a stone they can't hold, based only on what a website tells them. Established houses lean on decades of reputation to close that gap. SIHARA, a brand new name selling natural, certified diamonds set in rings, necklaces, earrings and bracelets, has none of that history to borrow from.
Without a redesigned store, that gap shows up as hesitation: visitors who read the certification details twice, add a ring to their bag, then leave without buying. The store had to build the confidence a first-time visitor needs to complete a high-value purchase, before SIHARA has a single review or repeat customer to point to.
A quiet, confident store
A dark, gold-accented store built around a small number of hero pieces, clear certification details on every product, and a bespoke consultation path for buyers who want something made to order.
The same store also had to do double duty: sell in-stock pieces immediately, while building the brand story for a house with no history yet to lean on.
Luxury shoppers don't trust a name they don't know.
Fine jewellery is a considered, high-trust purchase. Buyers want to know a diamond is real and certified, that returns and warranty are handled properly, and that the brand will still be there after the sale. A new name has none of that history to lean on, and has to earn it through the site itself.
Built with the founders, not a persona
SIHARA is a real business that hired me to design its store, not a concept brief. Most of the groundwork came from working sessions with the two founders, benchmarking how established fine-jewellery houses earn trust online, and testing SIHARA's own gold-and-black direction against theirs.
A store built around a few, right pieces
Rather than a wide catalogue, SIHARA shows a small number of hero pieces well: full certification detail, considered photography, and an easy way to move from browsing to a bespoke conversation.
A confident first impression
A single hero image and one clear action, so a new visitor understands the brand before they see a single price.
Clear filtering
Filters by category, metal, diamond type and price, so a small catalogue still feels easy to search.
Every stone, explained
Carat, colour, clarity and certificate number sit next to the price, not buried in a tab, because that is what a serious buyer checks first.
A bag that builds confidence
A slide-out bag with a running subtotal and one clear route to a secure checkout, so nothing about the final step feels uncertain.
A closer look
A store, ready to launch
SIHARA is not live yet. The store exists as a coded, clickable prototype: every screen shown here works, from browsing and filtering to the bag and checkout, so the founders can review the full experience before launch.
What I'm learning
Designing for a brand-new name is different from redesigning an established one: every screen has to do the work a reputation would otherwise do. Keeping the catalogue small and every product page fully certified turned out to matter more than adding features.
Before launch
Real product photography, a payment provider, and a round of usability testing with people shopping for an engagement ring are next, before SIHARA opens to customers. Titanium already sits alongside yellow, white and rose gold as a metal option on every product, a newer, harder-wearing choice for buyers who want SIHARA to feel different from more established houses.