Aurelia Demark
Aurelia Demark is a line of modern and feminine fine jewelry pieces. Inspired by Aurelia’s sophisticated aesthetic, we designed a Shopify website that stays true to the brand’s elegance. With a pared-down color palette, elevated typography, and a streamlined layout, the site reflects the refined essence of Aurelia Demark.
Aurelia’s extensive product offering guided the homepage’s design, prioritizing shopping over brand storytelling. To achieve this, we incorporated multiple shopping modules in diverse formats, grouping products by type, such as necklaces, bracelets, and rings; by collections like new arrivals, best sellers, and curated themes.
The product grouping extended beyond the homepage. We created a handful of new collections on the backend tailored to how customers shop, such as by price point or availability. For example, items ready for immediate gifting are clearly distinguished from custom-made pieces requiring a 4-6 week lead time. To simplify decision-making, we introduced a “Favorite Pairings” collection featuring pre-selected combinations of pendants and necklace chains, handpicked by Aurelia herself.
The result is a sophisticated, user-focused e-commerce experience that not only showcases Aurelia Demark’s beautiful jewelry but also celebrates the brand’s story and heritage.
Our role
Website Design + Development
One of the site’s key challenges was presenting numerous customization options on product detail pages in an intuitive, yet elegant, way. For items like necklaces, customers can select pendant size, choose a necklace chain style, specify chain length, and add hand or machine engraving. We solved this with a series of dropdown menus, ensuring a seamless and elegant shopping experience which guides the customer through the shopping journey.
Aurelia Demark’s origin story—inspired by a family tradition of designing pendants to celebrate life milestones—is an integral part of the brand. We brought this narrative to life on the About page through family photos and illustrations by Aurelia’s mother, an artist. These elements create a personal connection and highlight the sentimental value behind each piece.
Instagram is a major traffic driver for Aurelia Demark. To capitalize on this, we added a dedicated Instagram shopping page, enabling customers to purchase directly from the platform’s curated imagery. Additionally, a “Drop a Hint” feature was implemented, allowing users to discreetly suggest a gift idea to loved ones.
