Keepsakes by Reem is a handcrafted luxury jewelry brand creating one-of-a-kind pieces since 2010. Each collection reflects meticulous craftsmanship, personalization, and emotional value — qualities that needed to be reflected digitally.
Custom WordPress + WooCommerce theme
Wishlist and Share Cart functionality
Custom order forms for bespoke jewelry
Streamlined checkout flow
Responsive, mobile-first design
Scalable backend for future collections
Services
Client
Year
Website
The original website, built on Wix, had become restrictive due to an outdated visual language, limited eCommerce capabilities, and a fragmented user journey that made browsing and purchasing feel unintuitive.
The project involved a full UX-led redesign and migration to WordPress (WooCommerce), resulting in a refined luxury aesthetic, improved shopping experience, and a scalable backend tailored for growth.
Challenge
An elegant brand constrained by a limited platform
Despite the brand’s premium positioning, the existing website struggled with:
- Rigid layouts and limited customization
- Poor product discovery and navigation
- Lack of personalization and wishlist features
- A checkout flow that introduced friction
The challenge was to design an experience that felt luxurious, effortless, and emotionally engaging, while supporting customization and future scalability.
01 — Research
Understanding users and buying behavior
Studied user behavior and online jewelry shopping patterns to identify friction points in browsing, product comparison, and checkout. Conducted competitor analysis focusing on navigation clarity, personalization features, and trust signals within luxury eCommerce experiences.
02 — Information Architecture
Simplifying discovery and navigation
Restructured site content to support intuitive browsing and faster access to key actions. Simplified top-level navigation and introduced essential quick links such as My Account, Wishlist, and Share Cart to reduce friction and support repeat visits.
03 — Wireframes
Flow before visuals
Created low-fidelity wireframes to establish hierarchy, user flow, and usability. Key screens included the homepage, product detail pages with customization options, and a guided checkout experience designed to feel calm and effortless.
04 — Visual Design
Crafting a timeless luxury aesthetic
Developed a refined visual system using a neutral gold–ivory palette to convey warmth and elegance. Serif typography added sophistication, while lifestyle imagery highlighted craftsmanship, detail, and emotional connection to each piece.
Where timeless elegance meets a seamless digital experience
Where timeless elegance meets a seamless digital experience
