Luxury Independent Jewellery Brand and Studio
JG Studio by Joanne Guiraud
We developed JG Studio by Joanne Guiraud's Squarespace-powered luxury independent jewellery brand and studio platform, connecting its handcrafted fine jewellery collections, bespoke commissions, and studio workshops with clients worldwide.
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Project Introduction
JG Studio by Joanne Guiraud is a Brussels-based avant-garde fine jewellery brand built around a singular design philosophy: exploring the intimate connections between jewellery, bodies, and emotions. Every piece is conceived directly on the body, handcrafted in the Brussels studio from recycled 925 sterling silver, 18k gold vermeil, and natural gemstones, and made-to-order with a three to six week production lead time. We designed and developed the brand's complete Squarespace website and e-commerce platform, a minimal, editorial-first jewellery destination serving three distinct commercial channels: the E-Shop for signature and made-to-order collection pieces, the One of a Kind gallery for singular artwork-level pieces, and the Bespoke service for fully custom commissions including engagement rings and wedding bands. The platform also serves as the booking and information hub for three jewellery workshops, a physical presence page for the Simone Showroom in Brussels's Dansaert quarter, a stockist directory, and a press portfolio featuring placements in i-D, Vanity Fair, Marie Claire, Current Obsession, and PAP.
Project Objective
The primary objective was to build a brand platform that communicates the artistic and conceptual identity of JG Studio as a conscious avant-garde jewellery practice rather than a standard product shop, while simultaneously enabling clear, frictionless commercial transactions across three distinct purchasing pathways: signature collection pieces via the E-Shop, one-of-a-kind unique pieces, and fully bespoke custom commissions. The platform needed to present each jewellery piece as a designed artwork with placement guidance, material specifications, and customisation options, support a made-to-order model with transparent production timelines communicated at the product level, house a workshop booking system for three jewellery-making experience formats, communicate the Simone Showroom physical space as a community destination, and aggregate press placements and named client testimonials as the brand's primary trust infrastructure. Secondary objectives included building a size guide, a jewellery care guide, a stockist directory, and a newsletter subscription channel.
Development Scope
Key Features We Built
Scroll to explore the core pillars and custom features integrated into JG Studio by Joanne Guiraud's luxury independent jewellery platform, bespoke commission channels, and workshop architecture.
Experience Mapping
Stakeholder-Wise Feature Breakdown
Stakeholder Map
E-Shop Buyer (Signature Collection)
→ Browse collection, select size and material, add to cartOne of a Kind Collector
→ Browse singular pieces, purchase unique gemstone artworksBespoke Commission Client
→ Enquire about custom jewellery, engagement rings, wedding bandsWorkshop Participant
→ Book Signature, Empowerment Set, or Duo Wedding Ring workshopStockist and Retail Partner
→ Find stockist directory, explore wholesale or retail partnershipPress and Media
→ Access press portfolio and featured in credentialsSimone Showroom Visitor
→ Find location, discover the Brussels designer community spaceAdmin and Content Team
→ Manage shop, one-of-a-kind listings, workshops, and content1. E-Shop Buyer (Signature Collection)
Signature Collection Product Pages
Browse JG Ring N1, Infinity Bracelet or Necklace N1, FT Ring N2, and Earring N1 with full material, size, and placement information on each product pageSize and Material Variant Selectors
Select exact ring size (J through O) and material (Silver or Vermeil) before adding to cart, with an inline size guide lightbox modal on every product pageMade-to-Order Timeline Communication
3 to 6 week production timeline clearly stated on all product pages so buyers can plan for gift or event deadlines before orderingSolid Gold and Custom Engraving Pathway
Direct email contact at info@joanneguiraud.com for buyers who want their piece in solid gold, with custom engraving, in a non-standard size, or on a shorter timelineBody Placement Guidance
Placement field on every product communicating exactly where the piece is designed to be worn, helping buyers unfamiliar with unconventional jewellery styles understand the intended wearing experienceSize Guide
Inline size guide lightbox on product pages and a full dedicated size guide page for buyers unsure of their ring or bracelet sizeJewellery Care Guide
Dedicated care guide for maintaining handcrafted recycled silver and vermeil pieces over timeShipping and Return Policy
Clear international shipping and return terms for made-to-order pieces accessible from the footer on every page2. One of a Kind Collector
One of a Kind Gallery
Separate dedicated gallery (one-of-a-kind) presenting singular jewellery artworks each featuring a unique natural gemstone, with individual editorial descriptions communicating the stone's character and symbolic meaningSingular Artwork Framing
Each piece presented as a conceived singular artwork rather than a product variation, with the positioning Each piece is conceived as a singular artwork, consciously crafted to embody intimacy, essence, and timeless distinctionSold Out Archive
Sold out pieces remain visible in the gallery as a living archive of the brand's creative output, building desire for future unique pieces and communicating the demand for one-of-a-kind worksPrice Range
One-of-a-kind pieces priced from 750 EUR to 900 EUR, with individual pricing per stone and design reflecting the singular nature of each creationHomepage One of a Kind Feature
Dedicated homepage section with large editorial photography and an Explore CTA giving the one-of-a-kind channel equal homepage prominence to the signature collection3. Bespoke Commission Client
Bespoke Service Page
Dedicated bespoke page explaining the custom commission process for clients who want a piece designed entirely to their specification outside the existing collectionEngagement Ring and Wedding Band Service
Bespoke service explicitly positioned for landmark life moments including engagement rings and wedding band pairs, backed by Vincent's detailed testimonial covering the full process from initial design presentation to final deliverySur Mesure Homepage CTA
Homepage bespoke CTA alongside the One of a Kind CTA ensuring commission clients arriving at the homepage have an immediate and clearly labelled path to the bespoke serviceDirect Email Contact at Product Level
info@joanneguiraud.com contact surfaced on all product pages for time-sensitive orders, engraving, solid gold, and custom sizing, functioning as the first touchpoint for bespoke enquiriesBespoke Testimonial Social Proof
Vincent's full testimonial covering the engagement ring and wedding band commission process in detail, providing a step-by-step account of the designer's availability, listening, design presentation, and final delivery quality for prospective bespoke clients4. Workshop Participant
Workshops Hub Page
Dedicated workshops page accessible from the main navigation and homepage covering all three workshop formats with individual Explore links per formatSignature Workshop
Sculpt Your Own Body-Inspired Creation individual workshop for participants who want to hand-make a piece guided by the JG Studio design philosophy in the Brussels studioEmpowerment Set Workshop
Full Body Adornment group or individual experience covering multiple jewellery pieces across different body placements in a single sessionDuo Wedding Ring Workshop
Create Your Sacred Wedding Rings couples workshop enabling partners to hand-make their own wedding rings under Joanne's guidance, directly complementing the bespoke wedding band commission serviceHomepage Workshop Section
Full homepage section headlined Time to be Creative presenting all three workshop formats with individual Explore links for immediate discovery5. Stockist and Retail Partner
Stockist Directory Page
Dedicated stockist page listing all retail and gallery partners stocking JG Studio pieces for buyers who prefer in-person purchase and for wholesale or retail partners seeking to be listedContact Page for Partnership Enquiries
General contact page accessible from the footer for retail, gallery, and wholesale partnership enquiries beyond the existing stockist directoryBrand and Press Portfolio
Featured in press section and full testimonial portfolio accessible to retail partners evaluating the brand's editorial credibility and cultural positioning before stocking decisions6. Press and Media
Featured In Press Strip
Homepage editorial press strip featuring i-D, Vanity Fair, Marie Claire, Current Obsession, and PAP as international media placements for journalist reference and credibility validationBrand Positioning Statement
Full homepage brand positioning copy available for press reference: JG Studio is a conscious avant-garde jewellery brand exploring the intimate connections between jewellery, bodies and emotionsContact Page
Direct contact page for press enquiries, interview requests, and media kit accessSocial Channels
Instagram, Facebook, and LinkedIn linked from the footer for media monitoring and social content reference7. Simone Showroom Visitor
Simone Showroom Homepage Section
Full homepage section presenting the showroom address (Rue Leon Lepage 49, 1000 Brussels) and positioning it as a designer-run community space in the heart of Brussels's Dansaert fashion quarterCommunity and Cultural Positioning
Showroom framed as a creative community space and playground for fashion, art, and design lovers rather than a commercial retail point, inviting discovery rather than directing purchaseNeighbourhood Context
Dansaert quarter location communicated as context, a neighbourhood known as Brussels's creative and fashion hub, giving visitors a cultural reference for the physical space8. Admin and Content Team
Squarespace CMS
Full content management for all pages, product listings, editorial copy, imagery, and blog content via the Squarespace backendE-Shop Product Management
Add, edit, and publish made-to-order signature collection products with size variant selectors, material selectors, pricing, placement labels, and body copy per productOne of a Kind Gallery Management
Add, update, and manage singular artwork pieces with gemstone descriptions, individual pricing, sold-out labelling, and gallery preservation of past piecesWorkshop Page Management
Update workshop descriptions, pricing, availability, and booking information for all three workshop formatsPress Strip Management
Update the Featured In press logo strip as new editorial placements are secured in additional publicationsTestimonials Management
Add and update named client testimonials on the homepage as new bespoke commission and collection purchase reviews are receivedStockist Directory Management
Maintain and update the stockist directory as new retail and gallery partnerships are established or changedNewsletter Management
Manage subscriber list and send email communications for new collection launches, workshop dates, and one-of-a-kind dropsSEO and Metadata Management
Open Graph, Twitter Card, meta descriptions, and canonical URLs configured per page and product for international search visibilitySocial Media Management
Brand presence managed across Instagram (@_jg_studio), Facebook (by.joanne.guiraud), and LinkedIn (joanne-guiraud)What We Delivered
Our Advantages
Three Distinct Commercial Channels in One Cohesive Platform
We built the JG Studio platform to operate three structurally different commerce models simultaneously: the E-Shop for made-to-order signature collection pieces, the One of a Kind gallery for singular artwork-level purchases, and the Bespoke service for fully custom commissions including engagement rings and wedding bands. Each channel has its own navigation item, dedicated page, homepage section, and distinct purchasing pathway, ensuring buyers with different intents never have to navigate through the wrong channel to find what they are looking for.
Made-to-Order Architecture with Timeline Transparency
Rather than hiding the 3 to 6 week production timeline in a FAQ or shipping policy page, we built it directly into every product description alongside a contact email for time-sensitive situations. This upfront transparency converts a potential purchase objection (the wait time) into a quality signal, communicating that every piece is individually handcrafted rather than held in stock, which is the correct framing for a luxury handmade jewellery brand at 290 to 590 EUR per piece.
Body Placement Labels as a Design Differentiator
The Placement field on every product page (finger, fingertips, wrist, ears) is a unique feature that reflects the brand's founding philosophy of designing jewellery directly on the body. No conventional jewellery e-commerce template includes a placement field because conventional jewellery categories are self-evident. For JG Studio, whose pieces include fingertip rings, two-finger rings, and body jewels that convert between formats, the placement label is both functionally necessary and a constant visual reminder of what makes the brand conceptually distinctive.
Sold Out Archive as Cultural Capital
Sold out one-of-a-kind pieces are preserved in the gallery with Sold Out labels rather than removed from the site. This decision transforms past creative output into a visible archive of the studio's work, communicates strong demand without requiring the brand to say so explicitly, and builds anticipation for future singular pieces among collectors who arrive to discover all the best works are already sold. For a small independent jewellery studio competing on artistic identity rather than volume, this archive is a significant brand asset.
Bespoke Service Validated by Commission Testimony
Vincent's detailed multi-paragraph testimonial covering the full journey from initial engagement ring design presentation through to final wedding band delivery is one of the most commercially valuable pieces of content on the site. It answers every question a prospective bespoke commission client would have about the process: how many designs are presented, how the designer listens, how decisions on finish and sizing are guided, and what the emotional significance of the final pieces feels like. We structured the testimonial section to give this specific piece of social proof maximum homepage visibility.
Duo Wedding Ring Workshop as a Funnel to Bespoke
The Create Your Sacred Wedding Rings workshop occupies the intersection between the workshop channel and the bespoke commission channel. Couples who make their wedding rings together in a workshop become the most likely future clients for bespoke commissions, having experienced Joanne's craft and approach firsthand. Building the Duo Workshop as a primary channel with homepage placement creates a natural progression from workshop participant to bespoke commission client over a couple's life together.
Simone Showroom as Community Destination Rather Than Sales Floor
The Simone Showroom section was built around the language of community, creativity, and discovery rather than retail and transaction. This positioning reflects the reality of a designer-run multi-brand space in a creative neighbourhood and attracts the right visitor, someone who wants to discover rather than shop, which is exactly the mindset that converts into both jewellery purchases and workshop bookings when the quality of the work is experienced in person.
i-D, Vanity Fair, and Marie Claire Press Placement as Brand Positioning Signal
The press strip was built to communicate cultural positioning, not just media coverage. The selection of i-D (fashion authority), Vanity Fair (luxury lifestyle), Marie Claire (women's luxury), Current Obsession (contemporary jewellery), and PAP (Belgian fashion press) signals to new visitors that JG Studio is positioned as a culturally relevant avant-garde fine jewellery brand rather than a Belgian artisan craft shop, which is a critical distinction for attracting international collectors and press attention.
Fully Responsive Editorial-First Design
The entire platform is built with editorial photography, minimal typographic layout, and a restrained visual language that mirrors the brand's jewellery aesthetic: sculptural, intimate, and considered. The website itself functions as an extension of the brand's creative identity, ensuring that the digital experience a buyer has before purchasing a piece reflects the emotional and aesthetic quality of the piece they will eventually receive.
Technology Stack
The underlying infrastructure.
Platform
- Squarespace (with native e-commerce for E-Shop and One of a Kind checkout)Frontend
- Squarespace templates with custom CSS, editorial layout, and responsive designCDN
- Squarespace CDN (images.squarespace-cdn.com) for all product, editorial, and brand imageryE-Commerce
- Squarespace Commerce for product listings, size and material variants, cart, and checkout across E-Shop and One of a Kind channelsProduct Variant System
- Size selectors (J to O, S to L) and material selectors (Silver, Vermeil) with inline size guide lightbox per productBespoke Enquiry Channel
- Direct email (info@joanneguiraud.com) surfaced at product level and via the Contact page for custom commission, engraving, solid gold, and time-sensitive order requestsSEO
- Open Graph, Twitter Card, meta description, canonical URL configured per page and productNewsletter
- Squarespace native email subscription form in the footer for community and new drop notificationsSocial Platforms
- Instagram (@_jg_studio), Facebook (by.joanne.guiraud), LinkedIn (joanne-guiraud)Studio and Showroom
- Jewellery studio: Brussels, Belgium. Physical showroom: Simone Showroom, Rue Leon Lepage 49, 1000 Brussels (Dansaert quarter)Materials
- Recycled 925 sterling silver, 18k gold vermeil, natural gemstones (amethyst, citrine, rose quartz, lemon quartz, green quartz). Solid gold available on bespoke requestReady to elevate your brand?
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