MeriteJoaillerie
MeriteJoaillerie
An online boutique for a Casablanca jewellery house, built to feel like turning the pages of its lookbook.
A shop that shows the jewellery before it sells it
- E-commerce UX architecture
- Luxury UI system
- Conversion flow design
- Visual direction
The brief
Merite is a fine-jewellery house with a boutique in AnfaPlace Mall, Casablanca. It works in 18-carat gold, yellow, white and rose, with diamonds selected to strict quality and ethical standards. The brand needed an online shop with the same calm as its counter, one that could take an engagement-ring customer from a first look to a confirmed size.
What I built
A WooCommerce store organised the way people shop for jewellery: by occasion and by piece. Seven collections run from Fiançailles to Signature Beldi. On the homepage, large campaign images alternate with quiet rows of rings, so the page reads like a lookbook first and a catalogue second.
Product pages keep the decision simple. Metal, stone and size are chosen from rows of soft pills. Sizes are made to order, so the page says so plainly and tells the customer the team will call to confirm.
The result
One visual language from the campaign imagery to the checkout, in Merite’s own ivory, deep brown and rose, and a shop that keeps the same rhythm on a phone as on a desktop.
The lookbook
Campaign imagery for the site, art-directed and refined with AI tools to carry the brand’s luxury feel from the homepage to each collection.
The site, in the round
A short launch film that moves through the homepage, the collections and the brand story on a laptop, lit with window light like a shop vitrine.
From a first look to a ring
The four pages a customer passes through, and the decision each one is designed to make easy.
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Discover
/The homepage opens on the engagement campaign, the collection most customers come for. Collections sit in the top bar from the first screen.
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Browse
/fiancailles/Each collection is a calm grid of rings photographed on white, so pieces compare at a glance. One banner image sets the mood above it.
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Choose
/shop/bagues/bague-solane/Metal, stone and size, 44 to 58, are pills rather than dropdowns. A short note explains that sizes are made to order in about three weeks.
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Trust
/notre-histoire/Notre Histoire puts a face to the house. For a purchase this personal, knowing who stands behind the counter matters as much as the stone.
Desktop, tablet, phone
The same homepage at three widths. On a phone the campaign images stack full width and the rings move into a swipeable row.
Brand system
TitlesBeaufort