Black & Blue Jewelry Co. is a New York City based men’s jewelry house
specializing in the use of advanced materials and manufacturing.
With a growing collection and a motivation to reach a larger audience,
we helped Black & Blue reinforce their brand through their website.
Research through web analytics showed Black & Blue Jewelry has grown a strong mobile audience,
we built them a site responsive to different displays and optimized for speed to suite that audience.
What We Made Better
The original site was built entirely on Shopify. The client struggled to gain the control they wanted for with the tools available. We separated the store and created a main site with a customized CMS to suit their needs on a separate server. We moved store management and ecommerice to a subdomain, leaving it on Shopify. This allowed for growth and flexibility of online initiatives without disrupting store management and ecommerce.
The original site site also wasn’t fully responsive, using our proprietary html and css framework Trellis, we were able to create highly flexible interfaces for the pages, optimizing views for all screen sizes.
With clientele such as Russell Simons, Nelly, and Willem Dafoe, Black & Blue Jewelry corners a unique market. They cater to the urban and “street” side of the fashion industry, but also make a mark with a celebrity audience. There’s a bold and honestness that we wanted to convey and tried to drive that spirit into the site. We felt using video elements, closeup photography, and a black and white color scheme helped communicating that.
We developed a modern presence for Black & Blue Jewelry, we organized content based on business goals and user activity, and we also designed a look and feel that enforced their branding.