A jewelry house making wearable art from recycled sterling silver and responsibly sourced gems — built as a Shopify storefront that reads like a gallery.
Founded by Ming Yu Wang, the studio has spent a decade making jewelry you feel before you see. Each piece is a small sculpture — organic, weighted, distinctly hers.
We rebuilt the Shopify theme around that identity. Product photography is treated as reference material; copy is quiet; the checkout gets out of the way. The result is a storefront that feels closer to a gallery monograph than a shopping site.
The challenge was tone. Jewelry at this price point needs restraint, but ecommerce leans toward volume. We were briefed to hold the line — premium, considered, distinctly Ming.
We were brought in to redesign and rebuild the store, then stay on as the everyday team — merchandising, content, lifecycle email, and paid acquisition.
Three constants framed every decision. Sculptural imagery first. Copy quiet and considered. A checkout that feels like a receipt, not a sales pitch.
Built around clean layouts, generous spacing, and immersive imagery, the experience was designed to elevate Ming Wang’s timeless silhouettes and craftsmanship — creating a calm, editorial storefront where the products naturally lead the experience.
Navigation was structured to make discovery effortless through clear categories, collection carousels, and intuitive menu organization — balancing a clean shopping experience with the elevated presentation of the brand.
Each PDP opens with a cinematic still, then scales: on the hand, in the studio, beside a coin. Decisions get made on evidence — returns fall.
Quarterly dispatches — studio notes, new-in pieces, process photography. Open rates 2× category benchmark; unsubscribes below 0.3%.
Monthly drops of studio-made static, short film, and stills. No stock. No templates.
Meta, Google Shopping, Pinterest — in descending order of intent-match.
Blended ROAS sustained above 4× across a 24-month window on a premium AOV.
“Three years of quiet, — sustained growth.”
Day-to-day ownership across feature work, merchandising, content production, paid, and CRM.
“Wearable sculpture — you don't put it on so much as inhabit it.”
“Quiet luxury has a new address, and it's cast in recycled silver.”
“A jewelry brand that treats its customers like readers, not browsers.”
A long-term creative partnership — supporting the brand as it evolves.
Over the years, we’ve continued to support Ming Wang through consulting, visual refinements, and strategic digital guidance — helping the online experience evolve alongside the brand and its collections.
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