Safirelli
The online catalogue of a jewellery shop in Bistrița, rebuilt on the brand's identity: six categories of gold and silver pieces, WhatsApp chat for the questions that come before an expensive gift, and a written description for every single product.
Who the client is and what they wanted
Safirelli by Maris has been selling gold and silver jewellery in Bistrița since 2006, across two shops. Earrings, wedding bands, rings, necklaces, bracelets, pendants — pieces from a few hundred to over twenty thousand lei.
They wanted what sits in the window to exist online as well: a complete catalogue, on the brand's own identity, that someone could browse in their own time before walking into the shop.
The hard part was not technical. In a jewellery shop the same photograph of earrings on a white stand repeats hundreds of times — what tells one piece from another is what is written beneath it. And a catalogue that size means just as many descriptions, each of which has to say something rather than repeat "14K gold earrings".
The solution we delivered
We rebuilt the site on the brand's visual identity and built it as an online catalogue, not as a generic e-commerce shelf.
- Design on the client's brand — a powdered-cream and terracotta palette, serif type for headings, botanical illustration and product photography on a light ground. A purpose-built child theme, not an off-the-shelf template.
- WooCommerce catalogue — six categories (earrings, wedding bands, rings, necklaces, bracelets, pendants), with filtering, search, favourites and a product page that lets the jewellery breathe.
- A written description for every piece — the part that took the most effort. Each product has its own text saying what the piece is, what it symbolises and who it suits. Not only for the visitor but for Google too: a thousand products sharing one description are a thousand pages the search engine treats as duplicates.
- WhatsApp chat — on a gift worth several thousand lei, people want to ask something first. The WhatsApp button takes the conversation straight to the shop, with no form and no waiting.
- Compliance and newsletter — a consent banner with real cookie preferences, policies, plus sign-up for seasonal offers.
The result: an online catalogue that looks like jewellery rather than a product list — where every piece has a written reason to be looked at.
