Ecommerce · UI/UX
Flori Diamonds
Luxury should feel calm, not complicated.
- Role
- UI/UX Designer
- Tools
- Figma · Photoshop
- Year
- 2024
- Complete full 7 page site delivered
- Catalogue mapped to 22 destinations
- Certification built into the IA
The brief
Flori Diamonds is a Kosovar fine jewellery house with boutiques in Prishtina. Its customers buy rarely, spend heavily, and decide slowly. An engagement ring is researched for weeks and then bought in person.
So the site was never meant to close a sale in one click. It was designed to carry a shopper from browsing, through proof that the stone is what it claims to be, to the door of the boutique.
Decisions
Certification as a first class page
Most small retailers bury authenticity in a footer line. Here MDI and JTR certification each get their own page inside the main navigation, because in a market where trust is the real currency, proof deserves the same weight as product.
An architecture built for how people shop
The catalogue splits three ways before it splits by product. Everyday Jewellery, Engagement & Bridal, and Custom. A bride and a man buying a medallion never walk the same path, and neither is forced through the other's.
Online browsing, offline buying
The homepage ends at “Your nearest Flori boutique” with a real address. The site's job is to hand a confident, informed customer to the shop floor, not to fake a checkout the business does not want.
If trust is why people walk into the boutique, the site had to carry proof, not just product.
Architecture
Structure first. Screens second.
- Necklaces
- Rings
- Earrings
- Bracelets
- Men's Jewellery
- Customized
- Gifts for Her
- Engagement Rings
- Proposal Rings
- Wedding Bands
- Bridal Sets
- Bridal Jewellery
- Customized
- Medallions
- Grillz
- Customized Gifts
- Everything Else
- Important Visits
- Opening Event
- Articles
- MDI Certification
- JTR Certification
standalone
standalone
The path
- 01
Arrive
A cinematic film still opens Legacy: rings and a watch on a man’s crossed hands, then the collection doors.
- 02
Browse
Category grids built from one reusable product card component across the whole catalogue.
- 03
Verify
MDI and JTR certification pages answer “is this stone real?” before the question is asked.
- 04
Trust
News & Features carries openings, visits and press. The house has a public record.
- 05
Visit
Store locator closes the page: the nearest boutique, with its address on the M2.
Red route · step 05The conversion is a boutique visit. Every page on the way protects it.
The system
One geometric sans doing all the work. Wide letterspacing on collection titles borrows the calm of a jewellery case; body copy stays quiet so the photography carries the luxury.
Product card
One component, reused across necklaces, rings, earrings and bracelets. The catalogue scales without new design.
Collection band
Full bleed film still + tracked title. Legacy’s row features custom medallions carrying the Albanian double eagle in black stones and rubies.
Certification layout
Document led page pairing the certificate with plain language explanation of what it guarantees.
Boutique locator
Closing block with address and map cue. The handoff from screen to shop floor.
The screens
