Spexton / Brand & digital experience
A jewelry brand shaped by years of making, selling, and understanding what customers need to feel confident in a custom purchase.
Custom jewelry asks customers to make detailed decisions: material, width, size, engraving, and timing. The website needs to communicate those details while preserving the character of the brand.
For the Spexton relaunch, I developed a restrained visual direction around the idea of ‘The Art of Less’ and worked through the relationship between editorial imagery, product presentation, and the shopping experience.
I co-founded Spexton in 2003 and continue to own and operate the brand. That experience gives me firsthand knowledge of the questions, production details, and service expectations behind a custom order.
For this relaunch work, I set the visual direction, supplied product knowledge and dimensional requirements, reviewed imagery, and directed AI-assisted Shopify changes. I evaluated the result as both a brand owner and a customer.
Brand direction becomes useful when it carries all the way through the purchase: what someone sees, what they understand, what they choose, and what arrives at their door.
Editorial imagery introduces the brand. Consistent cream backgrounds and a restrained palette let customers move from a campaign image to a product page without feeling as though they have entered a different store.
Product images need to explain scale, material, finish, and construction. I supply measurements and references, then review the result against the jewelry rather than accepting an attractive image on appearance alone.
A ring and a leather necklace ask different questions. I define the relevant sizing, length, engraving, and packaging requirements for each, then work through whether the options and add-to-cart behavior support that order.
Production timing, fit guidance, care information, and packaging complete the experience. These details help someone understand both the purchase and what happens next.
A consistent cream background, restrained typography, and a narrow palette create continuity between products. I reviewed metal tone, reflections, shadows, and jewelry proportions so the visual treatment stayed connected to the physical piece.
Accessory options are organized around the decisions a customer actually makes: length, leather, and packaging. Ring sizing and engraving need their own logic. I directed corrections to option ranges and the add-to-cart experience.
Production timing, sizing guidance, care, and the brand story belong in the experience. I worked across those touchpoints and explored packaging that continues the same visual language after checkout.
A closer look
Image review became a detailed part of the work. A metal finish could look too light, a reflection could make a polished surface appear damaged, or a piece could look oversized on a model. Each issue needed a specific correction, not simply another request to make it look better.
I used product dimensions, reference photographs, and side-by-side visual judgment to direct changes to metal tone, reflections, background color, shadows, and placement. That same attention carried into product options: the correct length range or a functioning add-to-cart action matters as much as the visual treatment.
The relaunch is in preparation. These examples show design and implementation work; they do not claim a measured increase in conversion or sales.
I use AI to explore visual directions, develop imagery from references, and assist with implementation. My contribution is the brief, brand judgment, product knowledge, requirements, review, and iteration. Generated imagery is reviewed against the real jewelry before use.
My experience making and selling jewelry gives me a way to judge the whole purchase. I can translate a visual direction into practical requirements and spot where a polished presentation still leaves a customer with an unanswered question.
Talk with me about this project