deBella Fine Gems & Jewelry Arts is the work of Santa Fe jewelry designer Joseph De Bella, whose decades of experience and global gem sourcing have shaped a distinctive luxury brand. I redesigned the company’s e-commerce WordPress website to better reflect the sophistication of the work while improving usability, product discovery, and customer engagement.
The previous site did not adequately communicate the quality, expertise, or visual richness of the brand. The redesign focused on creating a more refined and highly functional shopping experience, with features tailored to both browsing and conversion. These included smart search with image previews, sticky navigation, wishlist functionality, responsive mobile design, and lead generation forms for sold items.
The result is a more polished jewelry e-commerce website that supports both brand perception and user experience. It gives the business a stronger platform for showcasing products, capturing interest, and serving customers across devices with a more premium digital experience.
