The brief
Dorsey sells lab-grown diamond and moissanite jewelry with a restrained, editorial voice. Every screen had to feel as considered as the pieces.
What shipped
A custom theme with generous white space and serif typography. Product pages show metal and stone options as swatches, offer a Send a Hint action, and link each design to its lab-grown diamond or moissanite version.
The slide-out cart keeps the same quiet layout, with free two-day shipping messaging right above checkout.
Under the hood
- Custom theme with seasonal collection takeovers
- Convert for A/B tests, Klaviyo for retention, Searchanise search
- Triple Whale for attribution
