Opal Fine Jewelry
An editorial storefront for a maison of contemporary jewelry
We rebuilt Opal's commerce experience as a slow, considered browse — closer to a gallery than a checkout — without sacrificing the conversion mechanics a modern jewelry business demands.
Working with Opal's creative director, we redesigned the brand identity, art direction, and storefront from the ground up — anchoring everything in craft, material, and provenance.
A loyal in-store audience that wasn't translating online. The legacy storefront treated every piece the same, flattening the maison's most meaningful work into a grid of thumbnails.
We modeled product content around story — origin, maker, material, and wearer — and built a storefront that rewards exploration. Editorial collections, atelier pages, and personal try-on tools sit alongside a frictionless checkout.
Online now meaningfully contributes to category sales for the first time, and high-consideration pieces — once an in-store-only conversation — close digitally in growing numbers.
A look at the surfaces, systems, and moments that shaped the engagement.
What we shipped.
- Refreshed brand identity
- Shopify Hydrogen storefront
- Editorial content system
- Concierge and try-on tooling
“They protected what mattered and rebuilt what didn't. The result is unmistakably Opal.”
Al Ali Construction
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