For over 30 years, Allure South Sea Pearls has transformed nature’s rarest treasures into exquisite, handcrafted jewelry. Born from a pearl farm along the remote Kimberley coast, Allure combines the magnificence of South Sea pearls, diamonds and 18-carat gold to create timeless pieces, crafted with precision by master jewellers.
The Challenge
Allure set out with a clear ambition: to create an experience that not only told the story of its rich heritage and provenance, but also made it easy for prospective customers to explore, engage and purchase from its highly curated product line.
The brand visual identity needed to honour its classical sense of heritage whilst refreshing its positioning to attract new customers. This refreshed identity was then to be applied across the brands printed and online collateral, including the design and development of a new website experience.
A consideration of the buying habits of existing customers would be factored into a thoughtful website UX and technology direction, enabling a seamless omnichannel approach that managed expectations and ensured a premium experience whether customers shopped online or in-store.
Our Solution
With over 30 years of heritage and craftsmanship behind it, the brand needed to evolve, expanding its visual language and building a more versatile suite of design assets that could be used consistently across all communication channels.
The introduction of a soft pastel palette with a pared-back font selection gave the brand a simple elegance that enabled the product to be the hero. This essence was carried through to the UX and UI design of the website, informing an evocative navigational experience with subtle transitions at every turn.
The product architecture mirrored the brand’s sophistication, structured clearly by category, collection, and metal type. Sub-category and product detail pages featured intuitive filtering options, empowering customers to browse by price, size or popularity with ease.
The new website would be both inspirational and transactional. A flexible WordPress CMS was configured with a powerful WooCommerce integration, creating a seamless and secure experience from product page through to shopping cart.
Outcomes
The result is an immersive and escapist experience that delights and informs in equal measure. One that inspires audiences, putting them on a pathway of enlightenment and escapism to find the real them.
- Premium Visual Cues
- Simple Category Architecture
- Powerful Data Repository
- WooCommerce Integration
