E-commerce
Gemlox
A UK luxury diamond-jewellery storefront built around a three-step ring configurator, a filtered catalogue of 50+ loose diamonds and an education hub.
- Client
- Gemlox
- Year
- 2025
- Role
- Web design & e-commerce build
- Location
- United Kingdom
- Services
- E-commerce Build, Ring Configurator, Luxury Retail, Web Design
Overview
Gemlox is a UK bridal and fine-jewellery label selling diamond engagement rings, wedding bands and loose diamonds. Its real product is choice: every ring is built by the customer, who picks the setting, the diamond and the metal. We built the storefront around that build-it flow.
The challenge
People don't buy diamond rings as fixed SKUs. They choose the stone and the setting separately, so the configurator had to be the primary path, not an add-on to a standard "add to cart" flow. A £700 setting with an £8,000 diamond is a different product from the same setting with a £2,400 diamond, and the site has to carry both without losing anyone in the middle.
Prices run from £700 to £180,000, so one design system had to feel trustworthy at the top end and approachable at the bottom.
Approach
- Three-step ring configurator with a persistent progress bar: Select Your Setting, Diamond, Complete Ring. Customers can step back without losing their choices.
- Live metal swatches: four options (yellow, rose and white gold, platinum) that swap in pre-rendered photography rather than a CSS tint.
- Rotating angle views: three short videos per setting (front-on, three-quarter, rotation).
- Loose-diamond catalogue of 50+ stones across eleven filter axes, including natural or lab-grown, shape, cut, colour, clarity, carat and price. Filters render server-side, so a shortlist can be shared as a link.
- Natural and lab-grown side by side, with education copy on the difference so the price gap never feels like a trap.
- Education hub in the main navigation covering cut, colour, clarity, carat and natural versus lab-grown.
- Ex-VAT pricing throughout, clearly labelled with a tooltip breakdown, so there are no surprises at checkout.
- WhatsApp support on every page, because a ring purchase is a conversation.
Outcome
The live store runs a three-step configurator, 50+ natural and lab-grown loose diamonds, four metals per setting and eleven filters. It's an example of e-commerce shaped around the product rather than forcing the product through a stock checkout.
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