The Gem Lab needed a website makeover and full e-commerce functionality. As experts in gemology and custom jewelry, the site needed to focus heavily on education and service, all the while, offering the online shopping features their customers expect.

The existing website had limited imagery, small type and subdued colors. The site, as a whole, lacked a strong CTA (call-to-action) and did not appear as inviting as needed to draw e-commerce users.

The redesigned site had strong colors, clear CTA's, alluring product photography, intuitive e-commerce and expert insight. The new design was crafted for efficiency, flexibility and interaction using simple CSS navigation menus, link behaviors, interactive featured content slideshows, etc.