- E-commerce
- 2026
Althea Diamonds
Created the complete brand and e-commerce experience for a new Dubai lab-grown diamond jewellery company — developing the visual identity, building the Shopify storefront, and helping establish a cohesive visual presence that brought the brand to life.
0 → 4
Built from nothinglogo, identity, photography and storefront
4
Product categoriesRings · Earrings · Bracelets · Necklaces
1.2K
Visitors in a monththe 30 days to mid-October 2026
+289.7%
Visitor growthon the 30 days before
My role
Brand Identity · Visual Design · Shopify Development · Theme Customisation · Visual Production Support
- Tools
- ShopifyLiquidVS CodeAdobe CC
The problem
A luxury market opportunity with nothing but an idea.
Althea Diamonds entered the competitive Dubai jewellery market specialising in lab-grown diamonds — a category that still requires education, trust, and strong brand positioning. The mandate was not to redesign an existing store. It was to launch a company from zero. No logo existed. No visual identity had been established. No photography assets were available. No e-commerce infrastructure was in place.
No Brand Identity
No logo, colour system, typography, or visual language to build from.
High-Consideration Purchase
Fine jewellery requires trust and credibility from the first visit — before a buyer reaches a product page.
No E-commerce Platform
The entire shopping experience — from product discovery to checkout — needed to be designed and built.
No Visual Assets
The website required product imagery and visual assets that felt aligned with the premium positioning of the brand.
The work
What I designed and built.
Building the brand identity
Logo
Designed the logo from scratch.
Identity system
Created a complete visual identity system — typography, colour palette, spacing, and hierarchy.
Brand direction
Developed a brand direction that positioned lab-grown diamonds as a premium and credible alternative.
Consistency
Applied the identity consistently across every customer touchpoint.
Shopify storefront development
Storefront
Built and customised the Shopify storefront around the brand system.
Liquid templates
Modified Liquid templates to align layouts with the visual identity rather than relying on theme defaults.
Customer experience
Structured collection pages, product pages, cart, and checkout around a consistent customer experience.
Hierarchy
Applied typography, spacing, and visual hierarchy across the entire storefront.
Product experience
Purchase confidence
Structured product pages around trust, clarity, and purchase confidence.
Storytelling
Balanced technical information, product imagery, and storytelling throughout the shopping journey.
Balanced layouts
Designed layouts that gave product details and visuals equal importance.
Consistent browsing
Created a consistent browsing experience across collections and product categories.
Visual production support
Photography
Participated in the product photography production process.
Visual execution
Supported the visual execution of the brand across website and photography assets.
Imagery consistency
Assisted in maintaining consistency between the storefront and product imagery.
Launch assets
Contributed to the creation of launch-ready assets used throughout the website.
The results
A new brand, already finding its audience.
+289.7%
Active users
1.2K in the 30 days to mid-October 2026, against the 30 days before
+84.5%
Page views
1.7K in the same 30 days
+174.1%
Interactions
8.9K across the store, in the same 30 days
Why it worked
The challenge wasn't building a Shopify store.
- 01
It was building trust.
- 02
Lab-grown diamonds are still a relatively new category for many buyers. Before customers compare specifications, pricing, or designs, they decide whether the brand feels credible enough to purchase from.
- 03
That meant every part of the experience needed to work together. The logo established the first impression. The visual identity created consistency. The storefront provided clarity. The photography supported the premium positioning of the brand and helped create a cohesive shopping experience.
- 04
Because the brand and website were developed simultaneously, the final experience felt cohesive from launch. Visitors weren't interacting with separate pieces of work — they were interacting with a single brand experience.
- 05
Shopify provided the platform, but the brand shaped the experience. Rather than adapting the identity to fit a theme, the storefront was customised to support the brand's visual direction and customer journey.