Carter's Collective
Design + Development + e-commerce
Project Overview
Carter’s Collective is a Southern fine jewelry store known for its curated collections, personalized service, and distinctive, award-winning retail space. The project involved a complete redesign and redevelopment of the existing Shopify website to create a digital experience that felt as thoughtful, elevated, and full of personality as the physical store.
The previous site didn’t fully capture what makes Carter’s unique or give its jewelry the visual presence it deserved. The redesign focused on translating the character of the in-store experience online while improving product discovery, navigation, and the overall shopping journey. The result is a more editorial, brand-driven e-commerce experience that balances storytelling with functionality and creates a stronger foundation for online jewelry sales.
Project Highlights
- COMPLETE SHOPIFY WEBSITE REDESIGN & DEVELOPMENT
- CUSTOM E-COMMERCE EXPERIENCE
- BRAND & IN-STORE EXPERIENCE TRANSLATION
- IMPROVED PRODUCT DISCOVERY & COLLECTION STRUCTURE
- CUSTOM PRODUCT & COLLECTION TEMPLATES
- REFINED SITE STRUCTURE & NAVIGATION
- ELEVATED VISUAL STORYTELLING
- CONVERSION-FOCUSED SHOPPING EXPERIENCE
My Approach
- DISCOVERY & BRAND IMMERSION — I began by understanding what makes Carter’s distinctive beyond its products—from its Southern roots and personalized service to the character of its award-winning retail interior. This helped establish a digital direction that felt authentic to the brand rather than like a traditional jewelry e-commerce template.
- TRANSLATING THE STORE EXPERIENCE — The physical Carter’s space is a major part of the brand experience, so I used its interiors, wallpapers, colors, textures, and personality as inspiration throughout the website. The goal was to create a digital extension of the store that felt equally considered, memorable, and distinctly Carter’s.
- VISUAL DIRECTION & STORYTELLING — I developed a more editorial visual system that allows brand imagery, jewelry, and storytelling to work together. Thoughtful typography, imagery, layouts, and unexpected details bring personality into the experience while maintaining the elevated feel expected from a fine jewelry brand.
- SITE STRUCTURE & PRODUCT DISCOVERY — I reorganized the site architecture and shopping experience to make it easier for customers to explore jewelry by category, collection, and intent. Clearer pathways help users move naturally between discovering the brand, browsing pieces, and ultimately shopping.
- E-COMMERCE EXPERIENCE — I redesigned key collection and product experiences to give the jewelry greater visual emphasis while making important product information easy to understand. The experience balances high-end presentation with the usability needed to support online purchasing.
- CUSTOM SHOPIFY DEVELOPMENT — I developed the redesigned experience in Shopify with flexible, reusable sections that allow the Carter’s team to manage content, merchandising, imagery, and featured collections without sacrificing the custom nature of the design.
- DESIGNING FOR BRAND & SALES — Throughout the project, I balanced creative expression with e-commerce strategy. The goal wasn’t simply to create a more beautiful website, but to use design to better showcase the jewelry, encourage exploration, build confidence in the brand, and create clearer paths toward purchase.
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