Tamannah Jewellers
Client
Tamannah Jewellers
Category
Jewellery Store
Timeline
12 Days
Services
Web Design
Tamannah Jewellers has been a family business for three generations, but their entire online presence was a static PDF catalog emailed on request. They didn't want a new logo or a rebrand — the mark above the door has meant something in the neighborhood for decades. The brief was narrow and specific: “build us a website, and don't touch the name.”
Three decisions that shaped the site.
Respecting an existing mark
Tamannah didn't want a new visual identity — three generations of brand recognition isn't something you touch lightly. We kept the family's existing wordmark untouched and redrew the diamond monogram from the shopfront for screen, then built the site's palette and serif system to sit quietly behind both, not compete with them.
The catalog, reimagined as a site
The only digital presence before this was a static PDF catalog emailed on request. We turned it into category tiles — rings, necklaces, earrings, bracelets — and a seasonal collections grid, so browsing online feels like flipping through the lookbook customers already knew.
Book a viewing, not 'add to cart'
Jewellery at this price point sells in person. The site's primary call to action is a private viewing booking, not a checkout flow — matching how the store actually closes a sale, rather than pretending it's e-commerce.
Brief to launch.
12 Days
Start to launch
Days 1–2
Discovery
Reviewed the existing PDF catalog and in-store customer flow; confirmed the family's wordmark stays exactly as it is.
Days 3–5
Design System
Built the ivory-and-gold palette and serif system to complement the existing mark, not replace it.
Days 6–10
Build
Built the category tiles, collections grid, heritage story, favourites gallery and the private-viewing booking form.
Days 11–12
Review & Launch
Two rounds of revisions with three generations of the family in the room, launched ahead of wedding season.
What the site actually did.
Launched ahead of wedding season, the highest-volume booking window for the store.
Generations of the business, one new site
Of viewing requests booked directly online
Average time on site
Brief to launch
How the site actually reads, top to bottom.
Hero
The family's existing wordmark kept untouched, with an ivory-and-gold palette built to sit quietly behind it rather than compete with it.
Respects three generations of brand recognition instead of resetting it.
Collections
Category tiles and a seasonal collections grid replacing the static PDF catalog emailed on request.
Browsing online now feels like flipping through the lookbook customers already knew.
Heritage Story
The three-generation family story told in full, since the brand's trust was always built in person, not on a shelf.
Carries the in-store relationship online without pretending it's e-commerce.
Visit / Booking
A private-viewing booking form as the primary call to action, not 'add to cart' — matching how the store actually closes a sale.
57% of viewing requests are now booked directly online.
The systems behind the site.
Private-viewing booking system
Replaced the PDF-catalog-on-request model — 57% of viewing requests are now booked directly online.
Category & collections catalog
Rings, necklaces, earrings and bracelets organized as category tiles and a seasonal collections grid.
Favourites gallery
Lets returning customers save and revisit pieces ahead of an in-person viewing.
