E-commerce · Fine jewellery
Juri Jewelry
Fine jewellery, presented with editorial restraint.
About the project
A curated jewellery storefront for a Nairobi label selling gold rings, earrings, necklaces, bracelets, chains, anklets, and watches to women and men.
View live projectJuri sells small, quiet pieces, so the platform had to be quiet too—an editorial storefront where photography leads, the interface recedes, and every category still resolves into a real purchase.
- Client
- Juri Jewelry
- Status
- Live commerce platform
- Role
- Product design & full-stack development
- Services
- Art direction · UX/UI · Motion design · Engineering
- Industry
- Fine jewellery
- Platform
- Responsive e-commerce
A wordmark, a horizontal scroll, and very little else
The landing moment is deliberately sparse: the Juri wordmark at full width, a single line of positioning—fine jewellery made to be worn every day, and kept for far longer—and one call to action. Everything else is photography.
Scrolling down pins the viewport and pulls a run of frames sideways, each image drifting against its caption at a slightly different rate. A counter and a hairline progress bar keep the movement legible rather than disorienting, and the whole sequence collapses to a plain vertical stack when a visitor prefers reduced motion.
Seven categories, two collections, one grid
Rings, earrings, necklaces, bracelets, chains, anklets, and watches each get their own route, and each of those crosses with the women's and men's collections—so a visitor can arrive at everything, at one category, or at one category for one audience without ever meeting an empty state.
The catalogue behind them shares a single filtering system. Category pages simply arrive with a filter already locked, which keeps the shop-by-category story on the homepage honest: the tiles are entry points into the same grid, not separate pages that drift out of sync.
Room for the brand to say something
Between the category grid and the featured products sits a lookbook—a dark, full-bleed chapter that lets the brand run a seasonal capsule without disrupting the shop. It is the one place on the site where the imagery is allowed to take the whole screen.
A slow marquee of brand values, a rotating seal, and a journal for care guides and styling notes carry the same voice further, giving a small label the editorial surface area of a much larger one.
Built to be run by the people who own it
Behind the storefront is an admin the team actually uses: products with images, materials, stock, and in-store or online availability; orders and customers; and the journal, all editable without a developer. Adding the men's collection was a content decision, not a rebuild.
Every route carries its own title, description, canonical, and social image, with structured data and a sitemap generated alongside—so the restraint on the surface never costs the store its visibility.
The impact
An editorial storefront that still behaves like a shop.
Juri now has a single system serving the brand and the catalogue at once: a landing experience built for atmosphere, a grid built for buying, and an admin that lets the team publish new pieces, collections, and stories on their own.
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Newline Limited