Diamond Forest Website
Bringing the guidance of a jewellery boutique to an online store, from first inspiration to a ring designed just for you.
- Role
- UI/UX design
- Timeline
- June 2025
- Platform
- Web · E-commerce landing page
- Toolkit
- Figma · Visual design · E-commerce UX
01
The spark
Buying fine jewellery is emotional, considered and expensive.
In a store, someone guides you: which diamond shape suits a ring, what's on offer for wedding season, what can be customised. Online, shoppers usually get a product grid and a filter panel.
Diamond Forest is a luxury jewellery store landing page I designed in Figma to recreate that guidance on screen.
02
The challenge
Welcoming for first-timers, premium enough for a big purchase.
Help shoppers move from browsing to buying, or designing their own, without feeling lost in a huge catalogue.
The catalogue spans engagement rings, wedding bands, loose and lab-grown diamonds, gemstones and gifts. The page had to welcome new visitors, teach them the basics and still feel worthy of a once-in-a-lifetime purchase.
03
The approach
A guided walk through the store.
I designed the page in the order a good sales associate would talk to you.
- 01
Seasonal hero, clear paths
“The Wedding Event” hero with up to 30% off sets the occasion, and two buttons split shoppers into the jewellery sale or engagement rings.
- 02
Browse the way experts think
Category tiles and a shape-based diamond explorer (round, princess, emerald, asscher, cushion and marquise) teach while they navigate.
- 03
Make it personal
“Tailor-Made by You” and design-your-own ring, earring and pendant cards invite shoppers to customise instead of settling.
Explore the full page
The complete design, from the promo bar and mega menu down to the social gallery and footer.
Scroll inside the window to walk through the page.
04
The work
What I designed
Mega-menu navigation
Diamonds, engagement and wedding rings, jewellery, gifts, gemstones and education, with search, wishlist, cart and currency always in reach.
Shop by category & shape
Visual tiles for every major category plus an explorer for six diamond shapes.
Design-your-own journeys
Dedicated entry points to design a ring, a pair of earrings or a pendant.
Editorial storytelling
Collections like “Elegance, Underscored”, “The Iconic Collection” and “Crafted for You” that sell the craft, not just the product.
05
The outcome
A complete, high-fidelity design on Behance.
- Designed sections
- 10+
- Diamond shapes to explore
- 6
- Design-your-own journeys
- 3
The landing page is published on Behance as a full high-fidelity design, ready for development.
Calm teal accents, serif headings and generous photography keep the focus where it belongs: on the jewellery.
06
What I learned
What I'm taking forward
- 01
Luxury design is restraint. Whitespace and photography do the selling.
- 02
Education is a conversion tool. Shape-based browsing helps first-time buyers choose with confidence.
- 03
Personalisation should be visible early, not buried on a product page.
