Project
Complete Brand & E-Commerce System for the existing business
Client: Bow Tie Lab Diamond, USA, 2025
Project Overview
A traditional diamond setter wanted to make a final attempt at launching a lab‑grown diamond–only brand online, after three failed e‑commerce tries.
The main challenge was not just building another site, but designing a system that could handle highly complex diamond data, support META Shop, and actually be maintainable over time.
Over three months, I led the project end‑to‑end: translating the founder’s vision into a concrete product, then owning brand identity, UX/UI, content, and implementation for the new experience.
Tools: Runway, Nanobanana, Midjourney, Photoshop, After Effects, Figma, Shopify/Web
Problem
Startup jewelry brand needed full visual identity and e-commerce platform with limited budget and fast timeline.
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Previous online attempts failed because the sites looked like generic jewelry stores, listing standard items without expressing the founder’s specific vision for lab‑grown diamonds.
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For customers, the combinations of size, carat, thickness, setting style, and price were overwhelming, making it hard to understand what they were actually choosing.
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For the business, the vast diamond catalog had no clear data or pricing structure, so projects became more and more complex until they were abandoned. There was also no simple way for customers to quickly contact the team from anywhere on the site.
My Role
Brand Strategy | Visual Identity | UI/UX Design | Product Implementation
Approach
Defined brand vision → explored visual directions with AI → refined system manually → implemented across brand identity and product UI.
Outcome
Complete brand system (identity, visual language, e-commerce UI) delivered in one integrated project.
AI‑driven visual and eCommerce production for brands. All imagery below was generated and refined with generative AI for real client work.
AI‑assisted motion/animation
Approach & Process
I acted as a one‑person product team, coordinating four short‑term collaborators while owning product direction, brand, UX/UI, and all on‑site copy.
During discovery, I analyzed the founder’s previous failed sites and reviewed competitors using off‑the‑shelf Shopify diamond apps, which handled configuration but did little to clarify the story or differentiate the brand. This led me to focus first on narrative and information architecture, then UI.
To shift the mental model from “buying a ring” to “choosing a diamond,” I designed layouts that present the diamond side by side with the finished piece, visually emphasizing the stone while still grounding it in a wearable product.
On the systems side, I designed a catalog and pricing structure that can accommodate many attributes (size, carat, thickness, setting style, price tiers) in a consistent way, so both the storefront and the admin tools can handle future additions without breaking.
AI was used to rapidly explore visual directions and to think through pricing and configuration patterns, helping the company move from ad‑hoc decisions to a repeatable foundation for how diamonds are modeled and priced.
To support fast communication, I added multiple contact entry points; custom order, “contact us”, chat, quick questions at key hesitation points, so customers can easily reach the team when they need reassurance.
Used Midjourney, DALL·E, Nano Banana, and Runway to generate multiple options per asset, then selected and refined images in Photoshop before implementing them in Shopify.
Key Outputs
The final product is a lab‑grown diamond experience where customers see both the diamond and the finished piece together, and can narrow down complex options without feeling lost.Behind the scenes, a structured catalog and pricing model makes it realistic for the business to maintain and scale a large, attribute‑heavy inventory over time, instead of restarting with each new stone.
This project demonstrates end‑to‑end product ownership, systems‑level thinking for complex products, and strategic use of AI within a structured design process. Not just for visuals, but for how the business organizes and operates its offering.
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Designed navigation and filtering for highly variable products (diamond size, carat, thickness, setting price, etc.) so customers can easily compare options without feeling overwhelmed.
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Structured the product data model and admin workflows so the catalog can be maintained and scaled over time without breaking the UX.
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End‑to‑end product thinking: from defining the shopping problem to shipping a working experience that balances aesthetics, clarity, and business constraints.
