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18 Crucifix Ln
London, SE1 3JW

A new digital design language & eCommerce website for the National jewellers Beaverbrooks.


Elegance defined

Beaverbrooks is an award winning family-owned jewellers established in 1919 with 71 stores across the UK. Unafraid of embracing new channels they have pioneered online retailing, merchandising and sales in the watch & jewellery sector.

We created a new digital visual identity that felt elegant, refined and premium (like Beaverbrooks’ products), which allowed for aggressive merchandising and sales without compromising the design. This applies also to the complex custom checkout - supporting Click & Collect, intra-branch shipping, nominated day deliveries, international shipping and other complexities made effortless - and fully mobile-first.


Mobile first

The driver for the project was re-focusing on the mobile sales journey - with over 65% of sales now coming from shoppers using mobile devices. Creating optimal user flows for customers arriving through complex SEO, uplifting the quality of design and a new, custom, mobile-first checkout flow were all key facets of the project.

Conversion to sale was the primary KPI throughout - focusing on driving sales from an increasingly mobile, show-rooming audience. Our iterative process, close collaboration with the Hybris systems integrator and a structured testing and roll-out plan ensured that design changes could be assessed against performance targets throughout.

The colour purple


The clean, structured design language ensured that call to actions are easy to find and the subtle colour scheme still pops when it needs to draw user’s attention.

“We selected SOON_ as our design partner because they instantly understood our brief and what we were trying to achieve. The project was incredibly well managed from start to finish and we loved working with all of the SOON_ team. Their creativity, passion and enthusiasm is second to none and they’re unbelievably thorough in everything they do. SOON_ challenged our thinking, which we really appreciated, but they also had a great handle on both our Brand and on eCommerce in general. We’re delighted with the design we arrived at and are looking forward to continuing to evolve this with SOON_ in the future.”


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