CLIENT:
Punchmark
MY ROLE:
Art Direction / Web & UI/UX Design / Design Strategy
The Gemstone Collection is a set of 16 premium website templates designed for Punchmark, a jewelry store website design company, to offer their clients a fast and flexible way to launch a professional online presence. Each template is inspired by a different gemstone and tailored to one of four distinct jewelry store personas. The goal was to create visually striking, persona-driven designs that communicate luxury, highlight product collections, and allow jewelry stores to launch quickly without sacrificing design quality. Each template balances elegant aesthetics with intuitive navigation, ensuring a seamless experience across desktop and mobile devices.
Personas & Assessment
The templates were built around four distinct store personas, each representing a different business model, audience, and brand focus. We created a short online assessment that asks targeted questions about goals, services, and customer focus, then recommends the persona that aligns most closely with the store. This approach allowed clients to select a template with confidence, ensuring the design reflected their business identity while providing a fast, premium website launch. The personas — boutique jeweler, custom craftsman, e-commerce leader, and lifestyle brand — provided the foundation for visual direction, layout decisions, and user experience across the Gemstone templates.
Naming System
The templates were named after gemstones to reflect the jewelry industry and evoke a sense of luxury and craftsmanship. Each gemstone was chosen thoughtfully to align with the persona and type of template. For example, Lapis Lazuli and Malachite, often associated with custom and artisanal creations, were used for the custom shop templates, reinforcing the unique, handcrafted nature of those designs. This naming strategy helped create a cohesive, memorable system while adding personality and context to each template.
Click any thumbnail below to see the live design!
Alexandrite
Citrine
Lapis Lazuli
Malachite
Peridot
Ruby
Sapphire
Tanzanite
Amethyst
Aquamarine
Emerald
Garnet
Jasper
Opal
Pearl
Turquoise
Facets of Success
The Gemstone templates had a measurable impact, with many existing clients upgrading to the new designs and new prospects selecting and purchasing templates to launch their websites. In the first year after launch, website sales surpassed the previous year, demonstrating the effectiveness of the persona-driven, premium designs. These templates allowed Punchmark to deliver high-quality, visually striking websites quickly while providing clients with a tailored experience that aligned with their brand and business goals.