Understanding the design, aesthetics, and user experience of a jewelry eCommerce website is crucial for starting or upgrading your jewelry website. Therefore, to make it easier for you, we have analyzed 3 of the leading jewelry sites namely: Brilliant Earth, Richter & Phillips, and CaratLane.
Each website has its own uniqueness that effectively aligns with its brand identity and mission. All these jewellery eCommerce websites have a customer-centric approach to boost engagement and seamless eCommerce experience across devices.
Apart from these, they have a lot more to teach you, so read on and find out how they are leveraging technology, especially virtual try-ons, and various others to their advantage.
When it comes to highly conversable jewelry eCommerce website design aesthetics play a crucial role. But what is a design aesthetic and how many elements it contains how to know a website’s design aesthetics?
We know you are looking for detailed information about the design aesthetics of the website so you know what your jewellery eCommerce website needs and how it should look so you can optimize your website for jewelry or start a new one.
This blog will delve deeper into the top 3 jewelry eCommerce websites and will do a detailed analysis of their design.
While selecting the top 3 websites, we went through a lot of them to choose these. Each of these websites is unique and has a fresh design and multiple extraordinary features, so let’s start the analysis.
Let’s start the breakdown of the design. Firstly, the color scheme, they are predominantly white with soft grays and pastel tones to show each jewelry item and gem clearly. Also, this boosts the luxurious appeal and highlights the brilliance of diamonds and gemstones. Moving on to the topography, the website uses a combination of serif fonts for headings for a premium feel and look. It uses Sans-Serif Fonts for body content to improve readability and create a modern aesthetic.
Starting with the navigation and UX, the website has a fixed top navigation bar with clearly visible labeled categories such as engagement rings, wedding rings, diamonds, gemstones, etc. And for easy access, it has dropdown menus with subcategories for easy access which work on hover. It also features a sticky search bar to help users find products quickly.
Study the top headless Magento website that sets an example,
The website communicates its brand values of ethical sourcing and sustainability. The clean design and high-quality imagery create a premium feel. Excellent product photography and detailed descriptions help customers make informed decisions.
The website has a simple checkout process with multiple payment options that include financial plans. Also, the live chat support for customer queries and better engagement.
Platform Built-On – Shopify
CMS – Builder.io | Analytics – Cloudflare Browser Insights | Tag Manager – Google Tag Manager | Development – Styled Components, Emotion | JavaScript Framework – React, Styled-Components, Emotion, Next.js | Static Site Generators – Next.js | JavaScript Libraries – Web-Vitals, MobC, Slick, jQuery | Security – Cloudflare Bot Management | Video Player – Wistia | Issue Tracker – Atatus | Cookie Compliance – OneTrust | Web Framworks – Next.js | A/B Testing – AB Tasty | Miscellaneous – Webpack, OpenGraph | Webservers – Next.js | Performance – Priority Hints | CDN – jsDelivr, Cloudflare | Cross Border eCommerce – Global-e
Brilliant Earth delivers a modern, clean, elegant, and ethical source and sustainability. The design creates a trustworthy atmosphere. Website image photography is high-quality and focuses on the beauty of the jewelry and the natural origins of the materials.
Know how virtual try-ons can attract more customers to your website.
Richter and Phillips have unique design aesthetics where they use black, white, and gray with gold and deep blue accents. Their color palette reflects heritage, trust, and luxury. Talking about the website’s topography, the classic serif fonts are used for headings and sans-serif fonts for body text to make it easy to read.
It has a well-organized top menu featuring menus such as engagement and wedding, jewelry, watches, estate, and more. The dropdown menus allow quick access to different jewelry collections. The product filters make it easy to refine searches.
The jewelry eCommerce website successfully conveys its brand heritage and reputation for luxury. The photography is excellent and effectively displays the beauty of the products.
Learn the top features of food and beverage eCommerce websites.
The website offers multiple payment options for convenient checkout. Additionally, the Wishlist feature allows users to save items for later. The live chat and contract forms for direct customer engagement.
Platform Built-On – Shopify
Photo Galleries – PhotoSwipe | Tag Managers – Google Tag Manager | Analytics – Cloudflare Browser Insights | JavaScript libraries – Preact, Photoswipe, Flickity, Core.js, Boomerang, AOS, jQuery | JavaScript Frameworks – AngularJS | Security – reCAPTCHA, Cloudflare Turnstile, HSTS | Accessibility – UserWay | Miscellaneous – OpenGraph, HTTP/3 | Email – Constant Contact | CDN – cdnjs, Cloudflare, Microsoft Ajax Content Delivery Network | Review – Kalviyo | Performance – Priority Hints
The jewelry eCommerce website offers a classic, luxurious, and traditional design that reflects the brand’s long history and reputation for high-end jewelry and timepieces. The color palette is darker and richer than Brilliant Earth, with blacks, golds, and deep blues.
Know more about our eCommerce development service.
CaratLane uses bright and youthful colors on a white background with purple and pink accents. The color palette reflects modernity, playfulness, and accessibility to appeal to younger audiences. The jewelry eCommerce website follows sans-serif font throughout for a contemporary and easy-to-read.
The website has well-structured navigation and easy hover access to categories like Rings, Earrings, Necklaces, Bracelets, Mangalsutras, and more. Also, the advanced filtering options (metal type, gemstone, price, etc.) for a comfortable browsing experience.
The website has an excellent user experience, particularly for mobile devices. The wide variety of designs and competitive pricing are clearly communicated. The interactive features, such as virtual try-on, are innovative and engaging.
Want to increase your eCommerce conversion? Learn about our eCommerce CRO services.
Apart from these features, the website has other features such as knowing your jewellery and social proof through influencer partnerships.
The website has a one-click checkout with multiple payment options. It offers discounts and EMI plans to attract budget-conscious buyers. Additionally, chatbot assistance for immediate customer support.
Platform Built-On – Custom Cart
CMS – Strapi | Advertising – Outbrain | Marketing Automation – Branch | Analytics – Microsoft Clarity, Google Analytics4 | Facebook Pixel, Branch | Development – Emotion | JavaScript Libraries – jQuery | JavaScript Frameworks – Emotion, React | Video Players – VideoJS | Security – HSTS | Miscellaneous – LottieFlies | Performance – Priority Hints, Partytown | CDN – Google Hosted Libraries | Customer Data Platform - Rudderstack
The website is modern, contemporary, and accessible. The design is geared towards a younger, more digitally savvy audience. The emphasis is on displaying a wide variety of designs at competitive prices.
| Feature | Brilliant Earth | Richter & Phillips | CaratLane |
|---|---|---|---|
| Target Audience | Ethical, luxury buyers | Traditional, high-end clients | Young, digital-savvy shoppers |
| Color Scheme | Minimalist whites, grays | Classic blacks, grays, blues | Bright, youthful purples, whites |
| Typography | Serif for headings, sans-serif for body | Serif for headings, sans-serif for body | Sans-serif throughout |
| Imagery | High-res close-ups & lifestyle | Classic product shots & real customer images | Multi-angle product views & UGC |
| Navigation | Simple, structured, dropdowns | Well-organized, easy-to-navigate | Category-based, AI-powered suggestions |
| Virtual Try-On | Yes (for rings) | No | Yes (for earrings) |
| Custom Design Tool | Yes | Yes | No |
| Mobile Optimization | Excellent | Good (slower load times) | Excellent |
| Checkout Optimization | Simple, fast, multiple payments | Financing options, Wishlist | One-click checkout, chatbot support |
| Overall Experience | Ethical Luxury & sustainability | Heritage, tradition & personalized service | Modern, interactive & engaging |
To summarize, Brilliant Earth focuses on ethical sourcing, clean aesthetics, and premium experience. Richter Phillips emphasizes traditional, luxury, and classic design. Similarly, CaratLane prioritizes a modern, accessible approach with a wide selection and interactive features.
Each of these websites has effectively communicated its brand value and caters to its target audience. These jewelry eCommerce websites have their strengths and are constantly working to offer something new to customers so they can stay competitive in the online jewelry business.
Besides if you want to build a similar website like these or have some idea to build a jewelry eCommerce website then you can connect with our team, we would love to guide you in the process.
From virtual try-on and 3D product configurators to sustainable practices, these sites offer invaluable inspiration. By incorporating these elements into your jewelry website design, you can attract and retain customers in the dynamic digital marketplace.
Moving ahead of the competition in the jewelry eCommerce business is a challenging task. To stand out from competitors you need some advanced features like virtual try on, 3D product configurator, smart search, video call, try at home, and more.
Virtual try-on has revolutionized the way customers interact with products. To help you understand why virtual try-on is important for your watch or jewelry website, we will provide you with the relevant information.
We would love to be a part of your journey to success. Let's team up today!
