From a generic store template to a jewelry boutique that tells the story of every piece.
Handmade one-of-one pearl jewelry from Maui, plus island dresses. The old Square store opened on a page of dresses. The new site leads with the jewelry, its four collections, and the Hawaiian name behind every piece.
Maui Summer Boutique makes pearl jewelry by hand in 14k gold-filled: Tahitian, Edison and South Sea pearls, and shells picked from Maui's shoreline. Most pieces are made once. The old site was a Square store template that opened on a page of three dresses, so the jewelry, the craft and the shop's Front Street history were hard to find.
The new site leads with the jewelry. Four collections each get their own page, every piece carries its Hawaiian name and meaning, and the one-of-one nature of the work is front and center: when a piece is gone, it's gone. The shop's story, from Front Street to today, has a page of its own.
What I found
- A store template that opened on a page of dresses
- The handmade pearl jewelry, the main business, buried in a category menu
- Nothing about the craft, the materials or the shop's history
- Product photos with no story behind them
What I changed
- The jewelry first, in four collections with their own pages
- Every piece with its Hawaiian name and meaning
- One-of-one pieces made clear, so buyers know to act
- An "Our Story" page, from Front Street to today
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