PRODUCT DESIGNER
Team
Industry
LUXURY ECOMMERCE
Duration
2 MONTHS
ATHENA ADVERTISING
Role
OVERVIEW.
Currently, Elakshi Jewellery uses Google Drive to showcase its products to clients.
I created an e-commerce luxury shopping website for Elakshi.
Explore exquisite silver jewellery effortlessly, all from the comfort of your home.
MY STORY AT ATHENA ADVERTISING.
In 2025, I completed a four-month internship at Athena. One of my major projects during this time was Elakshi. At Athena, I closely collaborated with the CEO, the marketing team, and the development team daily.
Collaborated closely with -
Pranathi Nandamuri (CEO)
Sneha Trivedi (Content Reviwer)
Bhavana Sai (Graphic Designer)
OBJECTIVE.
To create an e-commerce website that will replace the current system of ordering jewellery from a catalogue.
Provide customers with a luxurious online shopping experience featuring customized visuals for Elakshi Jewellery.
Provide customers with a seamless luxury jewellery shopping experience from home and build their trust in purchasing jewellery online.
FOR WHO?
The Modern Professionals
(25-40 years)
They want a Digital platform to buy high-quality, luxury design silver jewellery.
The Conscious Genz's
(18-25 years)
They need to feel the experience of buying luxury silver jewellery.
COMPETITIVE ANALYSIS
Many jewellery websites resemble standard e-commerce shops, lacking the exclusivity of online jewellery shopping.
BRAND
UI & LAYOUT STRATEGY
"ECOMMERCE" FRICTION
UX FEEL
Grid-Heavy & Promotional: Uses a standard high-density grid with multiple "Sale" banners and sticky discount headers
Information Overload: The screen is cluttered with "Best Seller" tags and pop-ups, which can feel like a budget marketplace rather than a silver boutique.
Transactional: Trust is built through volume and "social proof" (reviews) rather than the digital atmosphere or craftsmanship.
Influencer-Centric: Layout prioritises "As seen on" sections and social media reels embedded directly into the homepage.
Trend-Focused: The design feels like a fast-fashion app (like Shein or Nykaa), which may undermine the "timeless" quality of silver.
Relatable: Trust is built through influencer association, but the UI lacks the "quiet luxury" of an in-store jewellery tray.
High-Contrast Luxury: Uses a rigid, corporate structure with deep blues and sharp whites; very high-fidelity photography.
Cold & Formal: The navigation is extremely deep and hierarchical, which can feel intimidating or "stiff" for a Gen Z audience looking for a fluid experience.
Prestige: Trust is built through heritage and "perfection," but it lacks the tactile, "human" warmth of your Sage Green/Cream palette.
ELAKSHI'S DESIGN OPPORTUNITY
To use large-scale imagery for the hero page with generous negative space to mimic the focus of a physical jewellery display.
Incorporating natural, flowing shapes in graphics to convey an authentic, handcrafted jewellery feel.
To utilize a simple and clean UI for building trust, we use large arc backgrounds to create a customized jewelry shopping experience.
How can we design a user experience that emphasises a luxury jewellery store through a website?
RESULT.
I created a responsive website for laptops and tablets. Additionally, I designed custom screens for mobile devices. The designs are currently in development, and the website will be live soon!
Below is the moodboard created according to the client's needs; however, some visual inspirations were changed during execution.
Arc-inspired UI mirrors the natural curves and elegance of jewellery itself.
It breaks the monotony of sharp-edged layouts, adds emotional warmth, and visually connects users to the fluid beauty of rings, bangles, and chains
After obtaining client approval for the information architecture and wireframes, I began creating the high-fidelity screens. The prototype display shows both a laptop and a mobile device.
PROTOTYPE & FEATURES
JEWELLERY FOCUSED LANDING PAGE
Used a single hero piece in high fidelity, surrounded by a soft, textured background to mimic viewing a jewellery display case.
Stylized, arched portals for themed collections (Temple, Polki, Contemporary, CZ) that provide a clear visual hierarchy and an editorial feel to the discovery process.
Clean product cards featuring subtle hover effects for "Quick View" and "Wishlist," ensuring a low-friction transition from admiration to selection.
THE BOUTIQUE PRODUCT EXPERIENCE
A clean, high-fidelity gallery layout that uses a centered "jewellery tray" aesthetic to highlight material textures and intricate silver craftsmanship.
A streamlined side-navigation for effortless filtering by jewellery type (Earrings, Necklaces, Rings) and finish, allowing for a personalized, low-friction discovery loop.
Dedicated tabbed sections for Shipping and Returns, ensuring that logistical details are easily accessible without cluttering the aesthetic experience.
FAQ SECTION - TRANSPARENCY HUB
A structured 7-part grid layout (from "About Elakshi" to "Customer Support") that allows users to find specific answers without scrolling through irrelevant content, mimicking the helpful guidance of an in-store expert
Clean, expandable sections that hide complex details until needed, maintaining a minimal and uncluttered UI while providing deep operational clarity.
Dedicated sections for "Real Silver" and "Certificate of Authenticity" queries, strategically placed to build immediate consumer trust in the brand’s 92.5% sterling silver standard.
PHONE SCREENS FOR ELAKSHI
Reflections.
I thoroughly enjoyed the entire process of creating an e-commerce website with such specific visual requirements. I had the opportunity to dive into the development handoff and learn how to communicate with different departments throughout the project. Since this was a solo project, designing the entire website was a journey, but with the guidance and support from Athena Advertising, I was able to succeed.
