House of Giriraj — Luxury Fine Jewelry
A luxury digital flagship for a 30-year-old jewelry atelier transitioning from B2B to D2C — powered by Decap CMS and designed around editorial storytelling.
7
Collections
30+ years
Heritage
30+
CMS-managed Products
90+
Lighthouse Score
Shree Giriraj Gems and Jewels, established in 1995, had operated as a B2B manufacturer for 25 years with no online presence. The decision to enter the D2C market for high-end diamond jewelry (₹5 lakh to ₹1 crore) meant building a brand from scratch — no existing website, no social footprint, no retail customers. The challenge was threefold: create a digital-first luxury brand identity for a company with zero consumer presence, build a website that could handle GIA-certified product listings with the trust signals needed for high-value online purchases, and give the client full autonomy over inventory updates without ongoing developer costs or monthly CMS fees.
We designed a dark, cinematic experience that treats each product as a collectable artefact. A Decap CMS with 7 category-specific collections (Chokers, Necklaces, Chandeliers, Bracelets, Bangles, Rings, Studs) lets the client manage products through a branded admin panel. The data flow — CMS edits to Markdown files, then synced to the static site — ensures zero server costs and instant load times. JSON-LD structured data was implemented across all product pages for rich search results, and an automated sitemap pipeline ensures all product pages are indexed. A WhatsApp smart enquiry funnel captures high-value leads with instant notifications to the client's team, bridging the gap between digital discovery and personal consultation.
Designing a luxury experience that works on slow network connections (target market includes users with variable connectivity)
Building a CMS that non-technical jewelry staff can use comfortably for daily product updates
Managing high-resolution product images and videos without compromising page performance
Creating a bespoke enquiry flow that captures the detail needed for high-value jewelry inquiries
Implementing SEO for a JavaScript-heavy single-page application without a traditional CMS backend
How We Solved It
Cinematic dark mode by default
The site uses a dark, dramatic palette that puts the jewelry front and centre. Every product image is treated with grayscale-to-colour hover transitions, creating a reveal effect that mirrors the experience of opening a jewelry box.
B2B-to-D2C brand architecture
The site had to establish a consumer brand identity from scratch — no existing logo recognition, no retail footprint. Every design decision, from the 'Obsidian Gilt — Slow Luxury' palette to the editorial photography treatment, was chosen to signal quality and exclusivity to first-time online buyers making high-value purchases.
Decap CMS for client autonomy
We chose Decap CMS because the client needed full control over product updates without monthly CMS fees. Seven collection-specific editors map to the client's existing inventory categories, making the mental model intuitive for their team.
WhatsApp smart enquiry funnel
High-value jewelry purchases require personal consultation. The bespoke enquiry form feeds directly into a WhatsApp-based lead management system, allowing the client's team to respond personally to each inquiry with certification details, pricing, and scheduling — bridging digital discovery with the traditional atelier experience.
Static-first performance
By using Vite to compile Markdown content into a static site, we achieved Lighthouse scores above 90 on both desktop and mobile. The site loads instantly even on slower connections — critical for the client's target demographic.
Automated SEO infrastructure
JSON-LD structured data, automated sitemap generation, and Open Graph tags are all generated from the CMS content. Every time a new product is added or updated, the SEO layer regenerates automatically without developer intervention.
The Work
The site spans five main sections — home, collections, bespoke, heritage, contact — each designed to reflect the brand's commitment to craftsmanship and legacy.
Homepage hero — Dark cinematic introduction with video background and value proposition that positions the brand as a sanctuary for exceptional stones.
Product detail — Each product page features high-resolution imagery, GIA certification details, and a bespoke enquiry CTA. The layout treats each piece as a collectable artefact.
The Ekta Lineage Bracelet — High jewelry piece featuring a 12ct D-Flawless diamond set in platinum, part of the curated archive collection.
The Maharani Viraasat Necklace — A masterwork of Burmese rubies and structural platinum, echoing the quiet intensity of royal inheritance.
The Raj Tilak Emerald Parure — Bespoke Kashmir Blue emerald suite with traditional Mughal-inspired settings and contemporary diamond accents.
What We Delivered
Decap CMS with 7 product collections and rich media fields
Multi-page luxury funnel (home, collections, product detail, bespoke, heritage, contact)
Automated product sync from CMS to static site
JSON-LD structured data for all products and organization schema
Automated sitemap generation (34+ URLs)
WhatsApp smart enquiry funnel with lead tracking and instant notifications
Bespoke enquiry form capturing GIA certification details for high-value inquiries
Hero + 3 atelier videos with optimized image fallbacks (AVIF/WebP)
Responsive image pipeline with Cloudinary transformations
First-mover luxury jewelry positioning — India's first digital-first high-end jewelry experience
Launched India's first digital-first luxury jewelry experience from a previously B2B-only manufacturer
Production-grade luxury site that the client manages entirely through their CMS
WhatsApp enquiry funnel enabled high-value lead capture without technical overhead
Lighthouse scores exceed 90 on both desktop and mobile
CMS enables the team to add new collections without developer involvement
Zero ongoing hosting costs (static site on Vercel free tier)
First-mover advantage in Indian online high-end jewelry market with no direct competitors
This project proved that the hardest part of digital luxury is not the design — it is creating a brand where none existed online. The client's transition from 25 years of B2B manufacturing to a D2C digital presence meant every pixel had to carry the weight of first impressions. The most impactful decision was not a visual flourish but a structural one: giving a non-technical team the autonomy to update their own inventory through a familiar CMS interface, while the WhatsApp funnel ensured that high-value enquiries never felt automated.
Process & Progress
B2B-to-D2C Brand Architecture
The client had operated exclusively in B2B manufacturing for 25 years with zero online presence. The discovery call revealed a critical challenge: building a consumer brand from scratch, targeting high-end buyers (₹5 lakh to ₹1 crore), with no existing logo recognition, no retail footprint, and no direct online competitors in Indian high-end jewelry — a first-mover opportunity that required getting the brand identity right on the first attempt.
Competitive Analysis & Positioning
Analysis of the Indian online jewelry market showed no direct competitors in the high-end segment (₹5 lakh+). International benchmarks (Tiffany, Cartier) provided UX inspiration but couldn't be copied directly due to different market dynamics. The positioning strategy centered on 'India's first digital luxury jewelry experience' — combining traditional craftsmanship with a modern digital-first approach.
Obsidian Gilt — Slow Luxury Design Language
Developed a dark, cinematic design language called 'Obsidian Gilt' that treats each product as a collectable artefact. The palette uses deep obsidian backgrounds with warm gold accents, grayscale-to-colour hover transitions on product images (mirroring the experience of opening a jewelry box), and editorial typography that prioritizes craftsmanship storytelling over commercial messaging.
Decap CMS with 7 Collections
Architected a Decap CMS with 7 category-specific collections (Chokers, Necklaces, Chandeliers, Bracelets, Bangles, Rings, Studs), each with custom fields for GIA certification data, diamond specifications, and rich media. The CMS-to-Markdown-to-static-site pipeline ensures zero server costs, instant load times, and full client autonomy over product updates.
WhatsApp Smart Enquiry Funnel
High-value jewelry purchases require personal consultation. Built a bespoke enquiry form that feeds into a WhatsApp-based lead management system with instant notifications, lead tracking, and the ability to respond with certification details and scheduling — bridging the gap between digital discovery and the traditional atelier experience.
SEO & Structured Data
Implemented JSON-LD structured data across all product pages (Product schema, Organization schema, FAQ schema), automated sitemap generation covering 34+ URLs, and Open Graph tags. The SEO layer regenerates automatically whenever CMS content is updated, ensuring new collections are indexed without developer intervention.
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