Francesca Stella Jewellery
CASE STUDY
A clean, contemporary ecommerce website for a premium, ethical & sustainable handmade jewellery business based in the UK.
Requirements:
A clean, contemporary and on-brand ecommerce website that evokes the FSJ brand and values.
Emphasis on great user experience and minimal friction from landing page to checkout.
A simple and easy to use Content Management System (CMS) for self management.
A future proofed website that removed reliance on developer retainers.
Francesca wanted a complete website refresh to better represent the business and brand she had built. On top of this, there were 2 particular pain points she wanted to address:
Updating the current website felt complex and unintuitive, making it difficult for her to manage content and products efficiently.
There was significant tech debt and a reliance on a retained developer to keep things up-to-date and functional.
The new website need to be manageable, allowing Francesca to make content edits, upload new products and build new landing pages herself. It was also important to maintain Stripe API for payments and integration with her chosen Buy Now Pay Later (BNPL) integrations.
Working with Rob was a fantastic experience — he instantly understood my vision and brought my brand to life with precision and creativity. I couldn’t recommend his services more highly.
— FRANCESCA STELLAThe result
A stunning, clean, and contemporary ecommerce store built on Squarespace — designed to showcase the brand beautifully while making it effortless for customers to shop.
A simplified navigation and well-structured product menu now guide visitors seamlessly to the right products, helping reduce bounce rates and improve conversion. The overall shopping journey feels intuitive and fast, whether browsing on desktop or mobile.
Engaging visuals, consistent brand storytelling, and clear calls to action throughout, the store inspires confidence and keeps customers exploring longer.
Behind the scenes, the build is easy to manage and update, giving the team full control over content and product updates without needing developer support. Integrated analytics provide clear insights into customer behaviour and marketing performance, helping the business make smarter, data-led decisions.
Overall, the new website has enhanced the brand’s online presence, combining design, usability and performance to create a high-converting digital storefront that supports long-term growth.
