Lucabella is a small jewelry company located in Brooklyn, NY. The designer is Jillian Diaz and she sells to area stores and performs trunk shows. She’s part of a cottage industry of local artists who create and then sell their own pieces. The fashion jewelry business depends on press to generate a buzz. Just a single mention in a national periodical can pay the bills for many months. Each similar site I visited had a significant space devoted to celebrity clients, TV appearances and magazine clippings. A lot of these designer are on the Henri Bendel trunk show circuit, meaning that once a month they sell their own wares on the sales floor of this venerable retailer. As far as the new site was concerned, she was not interested in getting involved in e-commerce, she just wanted to generate traffic at her retail outlets. As such, I developed a visual style that suited Lucabella. Her personality is feminine, modern and slightly outrageous, so the look of the site had to reflect that with its color palette, and playful vibe. She also wanted a site that was easy to maintain, her previous site hadn’t changed since its initial launch. She wanted a way for people to contact her for customer service or wholesale inquiries. This project gave me good practice in transcending my coding skills by creating some dynamic digital art.