402 / Level 4, 171 Clarence St
Sydney NSW 2000, Australia
+61 2 9268 0002

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Luxury online store

Step inside a Paspaley jewellery store, and you can expect a very special experience. In fact, aside from the jewellery itself, customer service is one of the qualities Paspaley is most renowned for. But with more and more transactions happening online, many customers are now missing out on this experience.

Our challenge? To review and redesign Paspaley’s entire online experience to be as premium and pleasurable as possible.


Art Direction

After undertaking a critical review of the existing website, we overhauled its look and feel to allow for easier browsing, faster load times and better integration between sections. All typography and visuals were fine-tuned for consistency, right down the last detail – creating a smooth and seamless user experience.


The eBoutique was a particularly important part of the site, and we devoted considerable time to getting it right. We developed a solution that allows customers to peruse products in different ways, such as by collection, range or precious metal. An inviting image-rich layout echoed fashion spreads, and we also ensured that products could easily be viewed, even on smaller screens.

We hold a long romance with the Australian South Sea pearl – one filled with adventure, passion, toil and mystery
Nick Paspaley Founder of Paspaley


Of course, with consumers spending an increasing amount of time online via mobile, it was vital to create a dedicated m-site that worked just as well as its desktop counterpart.


Our solution made it easy for people to view and purchase on the move – and we even added an interactive tool called ‘The Five Virtues’ which allows the user to learn about the methods traditionally used to value pearls.

Once the new m-site went live, traffic arriving via mobile almost doubled, leaping from 11% to 20% in the first six months.

Visitors per month
Visits on mobile
Visits on tablet

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