From discount storefront to jewelry brand.
A demi-fine jewelry brand with a good product and a generic-looking store. We rebuilt the identity, the store and WhatsApp support, and measured before and after.
18k gold-plated demi-fine jewelry
Full Rebrand · Store Redesign · AI Support Agent on WhatsApp
Faísca sells hoops and necklaces with a 10-micron gold plating, above the market standard. The store said the opposite: a cursive logo with a gold gradient, an “up to 40% off” banner and a menu listing every collection at once.
Faísca (“spark”) is what gold panners call the flakes of gold left at the bottom of the pan. Small, but real. That was exactly the promise of the pieces: real gold, used sparingly and made well.
The accent on the Í became the flake: a two-faceted lozenge in flat gold, no gradient. It shows up in the wordmark, in a monogram shaped like a jeweler’s hallmark, and in the Cascalho pattern that lines the box and pouch.
Whitewash, clay, soapstone, old gold and iron ore. Colors from the mining country, not from a catalog.
Bodoni Moda for headings, Albert Sans for text. Both self-hosted, 28 KB in total.
Sounds like someone who knows jewelry: care, sizing, warranty. No “!!”, no “best seller”.
On mobile, the menu went from 41 items to 6. The product page now answers, right next to the price, the three questions that flood WhatsApp: shipping cost, delivery date and how exchanges work.
Under the hood: AVIF and WebP images sized for each screen, fonts served by the store itself, no render-blocking scripts, and product structured data for Google.
BeforeAfterDrag to compare.
| Home | Product | |||
|---|---|---|---|---|
| Metric | Before | After | Before | After |
| Performance (Lighthouse) | 35 | 99 | 36 | 100 |
| Accessibility (Lighthouse) | 85 | 100 | 85 | 100 |
| SEO (Lighthouse) | 91 | 100 | 82 | 100 |
| LCP (largest contentful paint) | 8.9 s | 2.1 s | 10.0 s | 1.8 s |
| Total page weight | 5.4 MB | 250 KB | 4.9 MB | 230 KB |
| Requests | 53 | 14 | 35 | 9 |
| Font files downloaded | 11 | 2 | 8 | 2 |
| Menu links | 41 | 6 | 41 | 6 |
| Taps from home to a product | 1 | 1 | – | – |
| Tap targets smaller than 44 px | 41 | 0 | 38 | 0 |
| Product structured data (JSON-LD) | – | – | No | Yes |
Faísca is a concept brand. The “before” store is our build of a typical store in the segment, calibrated to the medians of the stores we audited (performance 31, LCP 9.0 s, 5.5 MB, 41 menu links).
Delivery times and exchanges are the questions jewelry stores get most. We set up an AI agent on Faísca’s WhatsApp with the store’s own rules: delivery times by postal code, exchange policy, size chart, plating warranty and order status.
When a conversation goes beyond that, like a custom piece or a complaint, the agent hands it to a person on the team with a summary.
