Overview
This is an ongoing project, make sure to come back to see all the updates.
When I first met Sefi Bichachi, the founder of Bichachi Jewelry, I was initially commissioned to create a couple of banners and call it a day. However, as our bond grew stronger, so did the scope of my work.
Right away, I noticed that her brand was missing the consistency it needed to truly thrive—not just across her branding materials, but also on her website. There was no clear hierarchy, inconsistent fonts across pages, and a lack of a cohesive grid system. These issues weren’t just aesthetic; they were barriers holding her business back. After all, how can someone invest thousands of dollars into a brand that doesn’t present itself as unified and professional?
My contribution
Design
Product Research
Market Research
Branding
Communication
The team
1 × Founder
1 x Product Designer
Year
2024/25
Process
Research & Strategy
Conducted an in-depth analysis of Bichachi Jewelry’s existing online presence and competitive landscape. Identified key areas for improvement, including visual consistency, user navigation, and engagement. Collaborated with stakeholders to define the brand’s unique identity, values, and target audience.
Analysing the data
Fortunately, Bichachi’s previous collaborators had already set up analytics, giving me full access to their Google Analytics data. This allowed me to validate some of my hypotheses about why the website wasn’t generating the expected traction. One of the most alarming insights was the high abandonment rate on the homepage, indicating that we had a major issue from the very first touchpoint. For those who did engage and attempted to add items to their cart, the friction only increased—nearly all users dropped off the moment they reached the checkout screen. The checkout process combined three steps into a single screen, creating an overwhelming experience, especially on mobile, where it turned into an endless scroll.
Redesigning the Website
Reimagined Bichachi’s website to better reflect its artisan craftsmanship and appeal to a luxury audience. Designed a sleek, modern platform that blends sophistication with approachability, ensuring the brand's story and handcrafted pieces take center stage. Integrated Framer CMS for streamlined updates and content management.
Catalog Design & Visual Communication
Developed a cohesive and visually striking catalog that showcases Bichachi’s jewelry collections. Carefully curated layouts and product photography to highlight the intricate details of each piece. Ensured that the design aligns with the brand’s elegant yet accessible identity.
Social Media Consultation
Provided strategic guidance on social media content to enhance brand visibility and engagement. Advised on storytelling techniques and visual standards to create a consistent, aspirational aesthetic across all platforms.
User-Centered Focus
Prioritized usability and seamless navigation in every design element, making it effortless for customers to explore products and connect (and trust!!) with the brand.
Outcome
Ongoing Collaboration & Growth
Partnered with Bichachi Jewelry to ensure the brand’s digital presence evolves with its aspirations. Positioned the business for future growth while maintaining its dedication to craftsmanship and authenticity.