Planet of Gemstones
Gemstone jewelry sold through meaning — zodiac, birthstones, spiritual properties — running at around $1,500 a day.
- per day in sales
- $1,500per day in sales
The problem
Gemstones are not bought the way a T-shirt is bought. People buy an Alexandrite ring or a birthstone bracelet because of what it means — their month, their zodiac sign, a property they are looking for. A normal grid of product photos with a price under each one destroys exactly the part that makes the sale. The store needed to sell the story of each stone at scale, across a wide catalogue, without turning into a blog nobody buys from.
What was built
- An editorial-quality storefront where photography, typography and warm brand colour do the selling — closer to a magazine than to a product grid.
- Meaning-led merchandising: collections organised by zodiac sign, birthstone and Chinese zodiac bracelets, alongside the standard category browse.
- Dedicated information pages (Chinese Zodiac Bracelets information, About, FAQ, shipping) so every stone can carry its story without slowing the shop down.
- Full customer account area — orders, saved addresses, personal information — plus an on-site customer reviews section.
- A mobile experience built separately from desktop: a fixed bottom navigation bar on phones and a floating side rail on desktop, since most traffic arrives from Instagram on a phone.
- Search, newsletter capture, WhatsApp ordering support, and WebSite / Organization / JewelryStore structured data for search visibility.
The result
The store runs at roughly $1,500 per day in sales and is the studio’s second flagship. It handles a broad catalogue with a heavy mobile-first Instagram audience, and the meaning-led collections are what customers actually navigate by.
All projects
Etika Wholesale