Aurra Crystal is a boutique jewelry brand I founded, dedicated to refined, handcrafted crystal pieces that combine aesthetic elegance with spiritual intention. I designed and built the entire digital experience for the brand — from identity and UI/UX to e-commerce setup and SEO optimization.
The challenge was to design a trustworthy e-commerce platform that stands out in a crowded crystal jewelry market by combining refined branding, educational storytelling, and seamless UX to drive both customer trust and business growth.
Aurra Crystal was a new brand starting from zero visibility. This meant:
1. Building trust signals (authenticity, sourcing transparency, quality).
2. Creating an SEO-driven site to compete organically against established brands.
3. Designing not just for beauty, but for conversion and sales growth.
To understand the crystal jewelry market, I conducted research using various existing data sources, including Google Trends, Etsy’s bestseller categories, and social media trend analysis.
What I looked at: Identify which crystals and types of jewelry consistently sell well, as well as the marketing strategies that are being employed by sellers.
I conducted a heuristic analysis of competitor jewelry and wellness websites to benchmark both visual identity and user experience (UX) patterns
What I looked at: Homepage layouts, product filtering, product detail page (PDP) structures, trust signals (reviews, certifications), and storytelling integration.
Insights: Many sites lacked strong brand differentiation and looked generic.Checkout flows often felt cluttered, leading to potential cart abandonment.Few sites effectively merged education (crystal meanings) with commerce, creating an opportunity for Aurra Crystal to stand out.
Since this was a new brand, the first step was to create a name that captured both the essence of the jewelry and its energy. I chose the name "Aurra," a play on the word "aura," because I wanted my crystal jewelry to symbolize the positive energy, light, and presence that crystals bring into people's lives. The double "r" makes the name more distinctive and memorable as a brand.
Once the name was defined, I designed the logo express refinement, elegance, and energy flow.
When I created the Aurra Crystal UI Kit, my goal was to evoke a sense of calm and elegance, inspired by the colors of real crystals.
I selected soft pastel tones for the color palette, paired with bold Montserrat for headlines and Poppins for body text, ensuring the design remained clean and easy to read.
Additionally, I designed simple line icons to explain crystal care and their meanings in an approachable way. Together, the logo, colors, fonts, and icons formed a cohesive system that not only looks appealing but also embodies the spirit of Aurra—bringing positive energy and clarity into people’s everyday lives.
To ensure the brand visuals matched the refined identity of Aurra Crystal, I photographed all products myself and handled the full post-production process in Photoshop.
By owning both the photography and editing, I created a cohesive visual system that made the products feel premium, trustworthy, and aligned with the brand story.
After wireframing, I moved on to high-fidelity frames. These are basically the “real-looking” versions of the site — with all the colors, fonts, images, and details in place. Building these helped me see how the brand identity came together on the page and made it easier to test the user flow and fix small design issues before launching the site.
The launch of Aurra Crystal was not just about creating a website; it was an entire brand experience. By blending thoughtful design, storytelling, and technical execution, I developed a digital platform that transformed a new jewelry brand into a credible and trusted business. Throughout this journey, I learned how to integrate research, user experience (UX), branding, photography, and search engine optimization (SEO) into a cohesive narrative. This project enhanced my ability to manage the entire design process from start to finish, and it continues to shape the way I create meaningful digital experiences.
If you like what you see and want to work together, let's connect!
