E-COMMERCE WEBSITE REDESIGN
Christine Peters Jewelry
A thoughtful redesign of an established jewelry website—preserving the existing brand while making the collection, custom process, and artist story easier to explore.
My Role
Website audit, strategy, UX/UI design + Squarespace rebuild
Platform
Squarespace
Industry
Fine jewelry + craft
Modernize an established shop without erasing what customers already recognized.
Christine already had a website, logo, and visual identity. The redesign focused on making that existing foundation work harder: clarifying the site structure, improving product discovery, strengthening the path to custom work, and creating a more polished responsive experience. The updated site also needed to communicate what makes the collection distinctive—traditional metalsmithing, material experimentation, more than 25 years of experience, and a deep connection to the natural world.
— The Opportunity
— Key Design Decisions
Preserve the identity while improving how the website works.
Keep the established brand recognizable
Christine’s logo and core visual identity remained intact. The redesign created a more consistent digital system around them through hierarchy, spacing, imagery, and restrained typography.
Organize a one-of-a-kind collection
Necklaces, rings, earrings, bracelets, and accessories became clear shopping paths that make a deep catalog feel approachable.
Give custom work its own path
A dedicated commissions experience explains how heirlooms and new ideas can become meaningful, collaborative pieces.
Connect online and in-person sales
Events and stockist information help customers find Christine at fine craft shows and galleries—not only through the online shop.
— What I delivered
A clearer, more polished version of an established storefront.
Existing-site audit and redesign strategy
Revised content hierarchy and navigation
Responsive UX/UI redesign
Squarespace Commerce rebuild
Collection and category organization
Custom work, events, contact, and newsletter pathways
The Result
An established jewelry brand with a more useful, considered digital home.
The redesigned site preserves the identity Christine and her customers already knew while giving shoppers clearer ways into the collection—by category, custom work, artist story, or in-person event. The experience feels more current and cohesive without disconnecting the website from the business behind it.