Magina E-commerce
Jewellery Website
The client is a heritage jewelry brand with a legacy dating back to 1927. With decades of trust and craftsmanship, the brand now aims to establish a strong digital presence.
About The Project
The Brief
To design and develop a website that brings the brand’s rich legacy online, distinguishing it from established digital competitors such as Giva, CaratLane, Bluestone, and Tanishq.
Challenges
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Entering a competitive digital marketplace already dominated by modern jewelry brands.
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Capturing and communicating the brand’s heritage, vintage charm, and strong Maharashtrian identity in a unique and compelling way.
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Needed to deliver the project in less than 1 month.
I selected a vibrant color palette inspired by traditional Maharashtrian culture, incorporating both solid colors and gradients to create visual depth and richness. In addition, I designed custom patterns that reflect cultural elements, which can be used across branding materials to build a cohesive and distinctive identity.
Color palette
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Duration: 2 months
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My Role: 80% Ui designer, 20% Ux designer
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Tools Used: Adobe XD, After Effects.
Result and Impact
Monthly Organic Traffic
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Total Organic Visits: 27.7K (Monthly)
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Main Traffic Source: India (98%)
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Other Visitors: US, UAE, Canada, Australia (minimal presence)
The design received positive internal feedback and helped differentiate the brand in a highly competitive jewelry market. While there is still room for growth in terms of traffic and conversion, the project laid a solid foundation for future marketing and e-commerce efforts.
What This Means
The Wireframes
After gathering feedback during the research phase, we created wireframes. As the client needed a quick turnaround, we streamlined our process to meet tight deadlines without compromising on quality.
Due to the tight timeline, I was responsible for:
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Researching competitor visual patterns and market positioning
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Defining a visual direction through a moodboard
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Establishing a unique color palette and typography system
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Designing a homepage and core UI layouts
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Ensuring responsive design and aesthetic consistency
My Role
Research & Design Decisions
Competitive Analysis
Studied websites of both luxury and mid-range jewelry brands:
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Luxury: Tanishq, Cartier, Bvlgari
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Mid-range: Giva, CaratLane, Bluestone
Noted what works and what doesn't in:
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Navigation & layout structure
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Storytelling methods
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Visual tone, use of imagery, fonts & colors
Key Takeaways
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Luxury brands prioritize brand emotion, minimalism, and heritage
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Mid-range brands focus on product accessibility, quick filtering, bold CTAs
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Box layouts = common in e-commerce (for clarity and responsiveness)
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Differentiators = content tone, visual styling, color & photography
Design Application
Used box layouts intentionally for:
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Consistency
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Visual clarity
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Mobile adaptability
Infused uniqueness through:
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Color palette inspired by Maharashtrian culture
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Typography with elegance & tradition
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Custom photography and visual elements to avoid a generic feel
The homepage was crafted to instantly communicate Magina’s unique value proposition—heritage-inspired, handcrafted jewelry rooted in Maharashtrian culture. I designed each section to balance storytelling with e-commerce usability. From curated collections to trust-building features, the layout helps users navigate emotionally and functionally through the site.
User Interface
Section Purpose: Immediate brand positioning.
A high-quality hero image featuring jewelry against a soft, elegant background communicates luxury. The copy “Crafting Precious Stories” introduces the emotional connection behind each product.
Section Purpose: Introduce product ranges based on cultural themes (e.g., Warli, Konkan, Festival).
Colorful tile-based layout with rich textures inspired by Indian aesthetics. This offers a quick entry into curated collections.
Section Purpose: Explain the inspiration behind Magina.
A semi-transparent Maharashtrian map with local typography builds emotional and cultural context. This grounds the brand identity.
Section Purpose: Improve product discoverability by jewelry type (Rings, Necklaces, Earrings, Bracelets).
Simple, Photo-based grid makes it easy for first-time users to shop intuitively.
Section Purpose: Build trust with first-time visitors.
Icon-based trust indicators (certified jewelry, safe delivery, easy returns, etc.) reassure customers especially important for high-value purchases.
Section Purpose: Deepen engagement with heritage and craftsmanship.
Jewelry items paired with cultural artifacts and narrative copy show how the brand bridges the past and present.
Section Purpose: Position jewelry as a thoughtful gift.
A rendered gift box helps users visualize the unboxing experience. Supports gifting-focused marketing.
Section Purpose: Encourage custom ideas and cultural connections.
Minimalist contact form paired with inviting text adds a personal, community-driven tone.
