Carats Jewellery
Client
Carats Jewellery
Location
Cairo, Egypt
Year
2026
Info
Carats is a contemporary jewellery brand based in Egypt, focused on creating refined, customisable pieces that blend everyday elegance with timeless design. The brand balances accessibility with quality, offering both ready-made collections and personalised designs tailored to each client. Carats combines clean aesthetics with a digital-first experience, making jewellery more approachable without compromising on craftsmanship.
Services
E-commerce Strategy
UI/UX Design
Web Development
CHALLENGE
While jewellery brands in the market often lean either towards high-end exclusivity or mass accessibility, Carats needed to position itself in between—offering premium-looking products while maintaining a friendly, customer-first experience. The challenge was to create a digital presence that felt elegant and trustworthy, while still encouraging interaction through WhatsApp-based inquiries instead of traditional e-commerce flows.
RESULTS & REFLECTION
Developed a website that simplifies the buying journey by removing friction points like checkout and replacing them with direct communication. Users can explore collections, understand the product, and instantly connect with the brand for inquiries. This approach increased engagement, made the experience feel more personal, and aligned with how customers in the region naturally prefer to shop.
THE PROCESS
Research & Analysis:
Analyzed local jewellery buying behaviour and identified that users prefer direct communication over rigid checkout systems. Competitor research showed a gap in brands combining premium design with conversational purchasing.
Information Architecture:
Structured the website around collections, product storytelling, and quick access to inquiry actions. Focused on reducing steps between discovery and contact.
Wireframing & Prototyping:
Designed clean, product-focused layouts that highlight imagery and clarity. Iterated on product pages to ensure the WhatsApp CTA felt natural and not forced.
Usability Testing:
Tested with users to confirm that removing cart/checkout reduced hesitation. Users responded positively to the simplicity and directness of the experience.
Visual Design & Style Guide:
Developed a minimal and elegant interface using neutral tones, strong product imagery, and subtle gold accents to reflect the jewellery aesthetic while keeping the UI clean and modern.
