Luxury vintage Jewellery Organisation

Website Design
Written By Laura Roberts

Ruby Loves Tuesday is a business local to me specialising in unique antique jewellery, with a catalog of over 1,000 distinct pieces. However, the large volume of inventory made it difficult for customers to easily discover products of interest. The original website's basic filtering and search functions caused frustration, potentially leading to missed sales opportunities.

The Challenge

  • Over 1,000 products, making browsing overwhelming

  • Basic product filters and an underperforming search function

  • Low visibility for specific product types and categories

The Solution

I redesigned the Shop Our Collection journey to create a more intuitive and engaging browsing experience. Instead of a generic all-products page, I introduced a landing-page style layout that highlights key product categories with enticing imagery. Users can now click on these categories to anchor-scroll down to subcategories, making the experience smoother and more visually appealing.

For consistency and ease of use, product type pages (e.g., necklaces, bracelets) follow the same improved design structure. Customers can scroll through categorised products or use an enhanced filter bar to refine results by era, stone type, or style—helping them find exactly what they're looking for with minimal effort.

Results

  • Improved product discovery: Customers can now organically find unique pieces more easily.

  • Enhanced filtering: More specific filters allow users to quickly narrow down their choices.

  • Faster page speed: The redesigned structure significantly improved load times.

  • SEO benefits: Better visibility of product types and categories contributes to stronger search rankings.

Summary

By rebuilding the shop page structure and enhancing the user journey, we’ve made it easier for customers to explore Ruby Loves Tuesday’s beautiful inventory. The improved design not only boosts user satisfaction but also sets the stage for increased sales and stronger SEO performance.

Have the same struggles with your business, drop me a message and lets discuss how we can work together!

Laura Roberts
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