Since joining our client roster in 2014, FIFTEEN has proudly watched the success of Buffalo-based jewelry artist Alexis Russell grow. Hard work matched with undeniable talent and artistry, Alexis’ unique handcrafted designs have found devotees all throughout the globe. A favorite of celebrities and tastemakers, the demand for Alexis Russell pieces was quickly outgrowing her website, and she looked to FIFTEEN for a refresh.
Alexis Russell jewelry marries modern design with raw, organic elements of nature and is designed for women to feel comfortable and beautiful. It was crucial for the website to reflect these pillars of her look and philosophy. To bring visitors into Alexis’ world—the epicenter of which is her workshop, studio and consultation space in downtown Buffalo—without them having to actually be there. FIFTEEN’s team of photographers, writers and designers spent time taking in the space, soaking up the creative passion and the time-honored craftsmanship happening behind the scenes. Inspired by Alexis and her team, our own team worked to infuse that same refined elegance into the details of the site.
The result is a clean, whimsical little world that feels like one of Alexis’s pieces were plugged into a USB port. The gorgeous photography invites each piece to tell its story, the way only Alexis Russell jewelry can. And behind the whimsy and storytelling is a site strengthened by improved SEO, more robust online commerce and a comfortably flowing UI. With a strong CTA toward engagement rings, Alexis’ conversion rate has improved since the refresh has gone live.