Partridge Jewellers

Leading the UX/UI and creative direction for the relaunch of Partridge’s e-commerce experience, working alongside the in-house team and development partners to bring the heritage jeweller’s new brand into a contemporary digital environment. Built on Shopify, the new experience was designed to elevate the existing brand and create a more considered approach to luxury e-commerce, bringing product, editorial and storytelling together across the customer journey.

The digital relaunch formed part of a wider brand evolution, requiring a new visual approach across every customer touchpoint. Working closely with the in-house team, we developed a new photography and video direction for the site, creating a visual language that could bring the character and craftsmanship of Partridge to life online. A photography and video style guide established the principles for the new content, giving the brand a consistent visual foundation across product, campaign and editorial imagery.

The experience was built around a comprehensive library of modular components, designed to be flexibly merchandised and combined across the site. This allowed the team to create different page experiences without losing consistency, bringing together product, editorial, campaign and brand content through a shared visual language. The system gave Partridge a scalable foundation to continually evolve the experience moving beyond a collection of fixed page templates towards a more flexible and dynamic approach to digital commerce.