BRAND IDENTITY & SHOPIFY ECOMMERCE DESIGN
Stór Jewellery
Stór Jewellery was an independent jewellery brand I created from concept to launch, giving me the opportunity to develop every element of the brand and customer experience as one cohesive project. I created the brand name, logo and visual identity, packaging and social media content, and photographed the products before designing and building the Shopify eCommerce store.
The website was designed to let the jewellery and imagery take centre stage, with a clean visual style, intuitive navigation and a simple customer journey across desktop and mobile. The complete experience was designed to feel consistent across every touchpoint, from social media and packaging through to the online store
Building the Stór Brand
Stór started with the name.
In Irish, stór means “treasure” and it's also used for someone cherished — a stór. For a jewellery brand, it just made sense. Jewellery is something we keep, gift, attach memories to and, occasionally, convince ourselves we absolutely needed because it was pretty.
From there, the brand started to take shape.
A Little Personality, Without the Fuss
I wanted Stór to feel warm and feminine, but not overly polished or precious. The jewellery was colourful and playful, so the branding didn't need to shout over it.
The handwritten Stór logo gave it that bit of personality, while the simple typography, warm gold and soft neutral palette kept everything else clean. The same thinking shaped the photography and visual direction — natural textures, soft light and plenty of space for the jewellery itself.
And It Had to Work Off-Screen Too
The website was only one part of the brand.
The same identity carried through to the jewellery cards, gift cards and hand-stamped linen pouches, so receiving an order felt connected to the experience of buying it.
Those little details mattered. Someone could discover Stór on their phone, place an order and open a package a few days later — and it should all feel like it came from the same place.
Turning the Brand Into an Online Store
A jewellery website has to do more than look pretty. People need to be able to browse easily, compare pieces, find what they're looking for and actually buy something without the website getting in their way.
The Shopify store was designed around that. Collections made it easy to browse by jewellery type, while product pages kept the important details clear and the buying process simple.
And because most people aren't sitting at a laptop when they spot a pair of earrings they suddenly need, the experience had to work just as well on mobile.
Designed for Every Screen
The Stór Jewellery website needed to feel just as considered on a phone as it did on a desktop. That meant more than simply shrinking everything down.
Navigation was simplified for smaller screens, layouts were adapted to give the jewellery photography room to shine, and categories remained easy to browse without overwhelming the page. On product pages, the important details — imagery, price, product information and buying options — were kept clear and easy to move through.
The tablet experience sat somewhere in between, making use of the extra space while keeping the same straightforward shopping journey.
Across every screen size, the aim stayed the same: keep the experience simple, let the jewellery do the talking and make getting from “I like that” to checkout as easy as possible.
In Sarah’s Own Words
CLIENT FEEDBACK
“I couldn't be happier with the website that Sarah at Untypical Web Design built for my jewellery brand. Sarah's talent and expertise was evident from the start - she took the time to truly understand my vision and brand, and then delivered a website that exceeded all my expectations. Thanks to her exceptional work, my brand was noticed by Vanity Fair, who featured it in their magazine! I highly recommend Untypical Web Design to anyone looking for a web designer who is dedicated to their clients' success.”
SARAH · STÓR JEWELLERY