Kismet
Jewels NYC
CAD-to-fine-jewelry manufacturer competing in New York's most crowded luxury market. We replaced an underperforming template with a flagship where craft and conversion work as one system, and the numbers followed.
The brief
Kismet Jewels is a CAD-to-finished-piece fine jewelry manufacturer and retailer based in New York City. Their craft is exceptional; their old website didn't reflect it. Visitors were bouncing before they understood what made the brand worth the price. The brief was clear: replace the template store with a flagship digital experience that turns browsers into buyers.
Scope: brand strategy, information architecture, art direction, custom front-end development, mobile-first responsive layout, performance engineering, and technical SEO structure from day one.
THE PROBLEM
BEFORE US
A NYC fine-jewelry manufacturer competing on craft, with a website that looked like a mid-market Shopify theme. Trust and order value were both suffering.
The site failed to communicate craft: no visual hierarchy that built trust before price was revealed. Visitors couldn't understand the manufacturing difference.
The product discovery flow was built for low-ticket impulse buys, not considered fine jewelry purchases. High-ticket inquiries weren't converting.
Technical performance was poor, losing mobile visitors before a page finished loading. The average order value was suppressed because the experience didn't justify the price point.
From strategy to a system that sells
Every decision traced back to one question: does this make the next step feel inevitable for a high-intent buyer? Here's how we built it.
Discovery & Buyer Psychology
We mapped how a high-ticket jewelry buyer actually makes decisions: what they need to trust a brand, when doubt kills a sale, and what signals luxury vs. decoration. This shaped every layout decision that followed.
Art Direction & Brand Language
We developed a visual language that led with the jewelry itself: editorial-scale product presentation, restrained typography, and whitespace used as a signal of quality, not emptiness. Colour, weight, and spacing were calibrated to feel like a Fifth Avenue boutique, not a Shopify storefront.
Information Architecture & Purchase Flow
We restructured the path to purchase for considered, high-ticket decisions, building trust progressively across brand story, process, and product, before asking for the sale. Inquiry and checkout paths were redesigned to remove every unnecessary step.
Custom Front-End Development
Built mobile-first on a clean, performant stack with careful image optimization and lazy loading. Every page scored 90+ on mobile Core Web Vitals at launch. The build is maintainable; the team can add products and collections without breaking the design system.
Technical SEO & Launch
Schema markup, canonical structure, and crawl-efficient URL patterns were built in from the start, not bolted on after. Within 60 days of launch, category and product pages were ranking for intent-driven search terms without a separate SEO campaign.
WHAT WE
DELIVERED
A complete digital flagship, every component designed with a role in the buyer journey, not just a place on the page.
Brand & Art Direction
- Editorial visual language
- Typography system & hierarchy
- Brand-consistent color & spacing tokens
- Photo art direction guidelines
UX & Conversion
- Information architecture audit
- High-ticket purchase flow redesign
- Inquiry funnel simplification
- Product storytelling pages
Engineering
- Custom mobile-first front-end
- Image optimization pipeline
- 90+ Core Web Vitals (mobile)
- Scalable component architecture
SEO & Structure
- Technical SEO from day one
- Schema markup (Product, BreadcrumbList)
- Canonical URL architecture
- Crawl-optimized internal linking
The numbers that followed
Measured 90 days after launch against the prior 90-day period. No paid advertising changes; same traffic sources, better results.
WHY KISMET
CHOSE TECHMINES
Three things made the difference when they were evaluating studios.
Other agencies pitched beautiful designs. We pitched a conversion system. Every layout decision was tied to a business outcome, not an aesthetic preference.
We understand how high-ticket buyers evaluate trust online. The signals that work for a $50 product hurt a $5,000 product. We'd done this before and had the results to prove it.
We built a site the team can maintain and grow. Documentation, scalable components, and a clean architecture so they're not locked into an agency retainer to update a product page.
Techmines didn't just redesign our website. They redesigned how we present ourselves to the world. Within 3 months of launch, our inquiry rate nearly doubled and our average order value increased by approximately 35–40%. This wasn't decoration. It was strategy.
"The results speak for themselves. We had been on the same website for years and were hesitant to invest in a redesign. Within 90 days of launching with Techmines, we had more inquiries than the previous six months combined."
Google Review · Kismet Jewels NYC