A 40-year-old family jewelry business in Los Angeles wanted to bring its full collection online - without losing the editorial, hand-crafted feel of the brand. We built a semi-custom Shopify storefront that doubles as a brand site and a fully-featured store: collection browsing, watch-repair and custom-design service pages, and a connected retail-store locator.
The brief
Yuvel is the online face of Rush Hour Jewelry, a small family business that has been designing handcrafted fine jewelry for over four decades. The goal of the new site was to translate the in-store experience - close attention, taste, restraint - into a shop that customers anywhere in the country could navigate confidently.
The site had to do double duty: showcase the collections like a lookbook, but also handle the working parts of an e-commerce business - inventory, checkout, customer accounts, and ongoing service offerings like watch repair and bridal commissions.
Design approach
The visual system is built around a cream-and-blush palette, a serif logotype, and generous whitespace - closer to an editorial magazine layout than a typical product catalog. Lifestyle photography carries the collections; white-background product shots carry the catalog grid.
Navigation stays minimal: a single horizontal menu over a quiet hero, with collections one click away. The whole site is built to feel calm - restraint as a brand value.
What we built
- Storefront with 4 collections Earrings, necklaces, rings, bracelets, each with its own landing page and curated lifestyle hero
- Homepage hero slider Two-slide rotating hero featuring seasonal campaigns and custom-design CTAs
- Featured Collection carousel Auto-pulled featured products on the homepage with tagged inventory
- Service landing pages Dedicated pages for Expert Watch Repair and Bridal & Custom Design
- Retail-store block In-store address, hours, and Google Maps deep-link from the homepage
- Semi-custom build & design Using a pre-built theme and customization various aspects to achieve a more personalized look & feel.
Selected screens
