ROLE
UX/UI website design
Creative Direction
Photographic production and casting

TEAM
Photography–Carmen Rose
Web development–Prosper Digital

YEAR
2021

The project

Michael Arthur Diamonds set out to create an industry-leading online experience — one that empowered customers to design their own engagement rings and select the perfect diamond in real time.

I led the UX/UI design, elevated the existing brand through refined visual direction, and oversaw the creative production of all website imagery. The result was a bespoke ecommerce experience that felt both luxurious and intuitive.

A custom-built API connected the site to a live diamond feed, allowing users to visualise every detail of their ring and handpick their diamond from live inventory. The platform not only delivered on its ambitious vision but also proved its value — recouping development costs in just 50 days.

Result

An e-commerce Shopify website that maintained a clean, modern aesthetic while bringing to life custom functionality and intuitive UX.