RW London

RW London designs jewellery and accessories for people looking beyond convention — pieces shaped by fashion, life and the natural world, with mystical symbols and unconventional materials woven into the collection.

Hand-crafted. Selective. Meant to feel rare online as it does in the hand.

The brand needed a storefront that could carry that atmosphere: catalogue, product story, lookbook and checkout in one calm, premium flow — for a selected audience, not a mass marketplace.

Translate Robert Wellington’s artisanal language into a digital product without flattening it into generic e-commerce chrome. Users had to browse unique pieces, understand materials and symbolism, and place orders with confidence — on phone and desktop.

• Preserve brand atmosphere while clarifying catalogue and product ID.
• Support lookbook-led discovery alongside practical shopping paths.
• Keep retailer and contact entry points visible without clutter.
• Ship a coherent UI system that Front-End could implement cleanly.

As Product Design Intern I owned UX research, user flows, wireframes, visual design, prototype and testing — working with Front-End (Edir Pedro) and Marketing (Alessandra Faria).

We structured the journey around three beats: arrive through brand mood, explore the catalogue, commit on product and cart. Lookbook pages carried emotion; product ID carried truth (materials, variants, price, availability).

Mobile was treated as a first-class surface — home, lookbook, catalogue, cart, product ID, about and contact — so rarity survived small screens.

Desktop compositions used large photography, restrained type and clear paths into catalogue and product — mood first, commerce second, never the other way round.

Cover art and device mockups locked the proposal for stakeholders — the new site versus the previous experience, in context.

A coherent proposal for the new RW London website: catalogue, product identity, lookbook and cart aligned to the brand’s selective tone — ready for Front-End implementation and stakeholder review.