The client
Amaarah is an online jewellery retailer selling across eight categories, from everyday rings and earrings to mangalsutras, solitaires and gifting. The range spans traditional and contemporary, with a dedicated men's line.
The problem with jewellery online
Two things stop a jewellery sale on the web. The buyer cannot judge the piece, and the buyer cannot judge the price — gold moves daily and a diamond’s grade is invisible in a product photo.
What we built
A full-stack storefront where the education sits beside the catalogue rather than in a forgotten help section:
- Category-led browsing across the full range, with separate paths for gifting and men's jewellery
- A Diamond Guide, Jewelry Guide and Gemstone Guide, so a first-time buyer can learn the vocabulary before committing
- A live gold rate calculator, addressing the pricing objection directly
- Cart, accounts and order status, with an admin surface for catalogue management
- Return policy and contact routes surfaced site-wide, not buried at checkout