Ecommerce · UI/UX
Flori Diamonds
Luxury should feel calm, not complicated.
- Role
- UI/UX Designer
- Tools
- Figma · Photoshop
- Year
- 2024
- Live
- Visit site ↗
A Kosovar fine jewellery house in Prishtina. Its customers buy rarely, spend heavily and decide slowly: an engagement ring is researched for weeks, then bought in person.
So the site never chases a checkout. It carries a shopper to the boutique door, convinced.
- 7
- pages designed end to end
- 22
- catalogue destinations in the sitemap
- 12 col
- grid, 1440 desktop frame
- 2
- diamond certification pages
How this project was made
The artifacts on this page, in the order they were produced. Each pill jumps to its section.
- 1
Discover
- Not part of this project
- 2
Define
- 3
Design
- 4
Deliver
- 5
Evaluate
What mattered
The decisions that shaped everything below.
Certification, in the main navigation
MDI and JTR each get a page of their own. In this market, proof carries the same weight as the stone.
Three doors, not one catalogue
Everyday, Engagement & Bridal, Custom. A bride and a man buying a medallion never walk the same path.
Browse online, buy in person
The homepage ends at “Your nearest Flori boutique”, with the address on the M2. That handover is the conversion.
User flow
The steps a person takes to finish the one job this design protects.
- 1ArriveA film still: rings and a watch on a man’s crossed hands.
- 2BrowseOne product card, reused across the whole catalogue.
- 3VerifyMDI and JTR answer “is this stone real” before it is asked.
- 4TrustOpenings, visits, press. The house has a public record.
- 5VisitThe nearest boutique closes the page.
Red route.The conversion is a boutique visit. Every page on the way protects it.
Colour
The palette and what each family is allowed to do.
- Gallery white#FFFFFF
- Ink#000000
- Oxblood#5F0904
- Warm tan#C19786
- Diamond blue#D4DAEB
- Stone grey#76615F
Type
The typeface, shown at the sizes it ships at.
Wide letterspacing on collection titles borrows the calm of a jewellery case. Body copy stays quiet so the photography carries the luxury.
- 1
Product card
One component behind twenty two catalogue destinations.
- 2
Collection band
Full bleed still, tracked title. Legacy carries medallions set with the double eagle in black stones and rubies.
- 3
Certification layout
The certificate, next to plain language about what it guarantees.
- 4
Boutique locator
Address and map cue. Screen to shop floor.
UI screens
The shipped screens, with the details worth a second look numbered.
Outcomes
What shipped, and where it lives.
- Live at flori.diamonds
- Catalogue mapped to 22 destinations
- Certification built into the navigation
- Visit the live site ↗
If trust is why people walk into the boutique, the site had to carry proof, not just product.