Gorjana
A California-based jewelry brand known for everyday pieces that combine simplicity, quality, and timeless design.
Company Size
Services Provided
Their online experience wasn’t reflecting the strength of their brand, making it harder to showcase fine jewelry and create a consistent journey between in-store and online.
Gorjana’s existing website wasn’t doing their brand justice. While their jewelry is simple, timeless, and designed for everyday wear, the online experience felt fragmented and hard to navigate. Fine jewelry, a growing category for the brand, wasn’t being highlighted in a way that built excitement or trust. On top of that, there wasn’t a consistent design system in place, which made it difficult for their team to keep the site feeling cohesive. The challenge was to create an experience that reflected the elegance of the brand, told stronger product stories, and gave Gorjana a foundation they could continue to build on.
I created a mobile-first redesign and flexible design system that highlighted product storytelling, improved the browsing experience, and gave the brand tools to scale with confidence.
I approached the redesign by focusing on clarity, storytelling, and flexibility. Through workshops and strategy sessions, I helped define priorities and translated them into a mobile-first site that felt more aligned with the brand’s in-store experience. I designed custom product page templates that featured large lifestyle photography and user-generated content to bring more authenticity and depth to each piece. The navigation was restructured to make browsing more intuitive, and I built a library of flexible page sections so the team could easily create and update content while keeping the design consistent. To enhance the shopping experience, I also introduced features like a wishlist and a layering tool that let customers interact with products in a more personal way. Together, these updates created a more polished, inspiring, and scalable digital presence that better represents Gorjana’s brand and supports their continued growth.
