Meelah Collections
Project Overview
Meelah Collections is a boutique jewellery brand specializing in handcrafted pieces inspired by Australian landscapes. The owner was feeling disconnected from her brand and needed a complete website redesign to reignite her passion and better connect with customers.
We delivered a comprehensive brand refresh and website redesign that transformed the online presence, improved customer experience, and helped the owner fall back in love with her brand. The project included brand strategy, visual identity, custom website development, and marketing integration.
The Challenge
Brand Disconnect
The owner had lost the emotional connection to her brand. The visual identity and messaging no longer reflected her vision or the quality of her jewellery.
Outdated Website
The existing website was difficult to navigate, didn't showcase the jewellery effectively, and wasn't mobile-friendly. It was hurting sales and brand perception.
Poor Product Photography
Product images didn't capture the detail and craftsmanship of the jewellery. Customers couldn't appreciate the quality, leading to hesitation in purchasing.
Limited Marketing Integration
No connection between website, social media, and email marketing. Missing opportunities to build customer relationships and drive repeat business.
Our Solution
Brand Strategy & Refresh
Worked closely with the owner to rediscover her brand vision and values. Developed a new brand identity that reflected the authentic story and craftsmanship behind each piece.
Custom Website Design
Created a beautiful, immersive website that showcases jewellery as art pieces. Focused on storytelling, product detail, and creating an emotional connection with visitors.
Professional Photography Direction
Art directed new product photography that captured the detail, texture, and craftsmanship of the jewellery. Created a consistent visual style across all marketing materials.
eCommerce & Marketing Integration
Implemented Shopify with custom features for jewellery sales, integrated email marketing, and connected social media for cohesive brand experience.
Results
Revenue Growth
120% increase in online sales within 3 months of launch. Average order value increased by 60% through better product presentation and storytelling.
Customer Engagement
Time on site increased by 200%, and bounce rate decreased by 45%. Customer feedback highlighted the emotional connection and brand storytelling.
Brand Recognition
Featured in major fashion blogs and magazines. Social media engagement increased by 300%, with followers becoming brand advocates.
Owner Satisfaction
The owner reports feeling reconnected to her brand and passionate about her business again. Describes the new brand as "exactly what I envisioned but couldn't articulate."
Brand Development Process
Discovery & Vision
Deep dive into the owner's story, values, and vision. Explored the emotional connection customers have with the jewellery and what makes each piece special.
Visual Identity
Developed a new visual language including logo, color palette, typography, and imagery style that reflected the Australian landscape inspiration and artisanal quality.
Brand Voice & Storytelling
Created a consistent brand voice and messaging framework. Developed brand stories for each collection that connected with customers on an emotional level.
Brand Guidelines
Produced comprehensive brand guidelines to ensure consistency across all touchpoints, from packaging to social media to customer service.
Website Features
Immersive Product Pages
Detailed product pages with multiple angles, zoom functionality, and storytelling sections about the inspiration and craftsmanship behind each piece.
Collection Stories
Dedicated pages for each jewellery collection with immersive photography, brand stories, and behind-the-scenes content about the creative process.
Custom Builder
Interactive tool allowing customers to customize pieces with different metals, stones, and engravings. Real-time preview and pricing.
Customer Stories
Section featuring customer stories and testimonials, focusing on the emotional significance of the jewellery in people's lives.
Technical Implementation
Shopify Plus Platform
Built on Shopify Plus with extensive customization for luxury eCommerce. Custom theme development with focus on visual storytelling and user experience.
Key Features
- Advanced image zoom and gallery functionality
- Custom product personalization options
- Integrated storytelling and blog features
- Customer account and wishlist functionality
- Gift wrapping and personalization services
- Size guide and care instructions
- Mobile-optimized shopping experience
- SEO optimization for jewellery keywords
Performance & Security
Optimized for fast loading of high-quality images. Implemented secure payment processing and customer data protection appropriate for luxury goods.
Client Feedback
"I honestly cried when I saw the new brand and website. It was exactly what I had in my heart but couldn't express. I've fallen back in love with my business and our customers are connecting with our story like never before. The new site doesn't just sell jewellery - it sells art and emotion."
— Founder & Designer, Meelah Collections
Ongoing Partnership
We continue to support Meelah Collections with brand evolution, website optimization, and marketing strategy. The brand has grown from a small local business to a nationally recognized jewellery label.
Recent work includes expanding into international markets, launching new collections, and developing a customer loyalty program that celebrates the emotional connections customers have with their jewellery.
Services Used
Website Redesign
Complete brand and website redesign that transformed the customer experience and improved conversion rates.
Learn about website redesign →Logo & Design
Brand identity development that captured the emotional essence of the jewellery and connected with customers.
Learn about logo & design →Marketing Management
Ongoing marketing support and strategy to grow the brand nationally and expand into international markets.
Learn about marketing management →For Businesses Like Yours
If you're an eCommerce or retail business looking to transform your brand and improve customer connections, we can help.