Role
UX & Brand Designer
Self-initiated & Founder
Industry
E-Commerce (Fine Jewelry)
Duration
3 months
Jul-Sep 2025
Paunn is an EU-based e-commerce startup offering timeless, sustainably crafted fine jewelry in 18k gold — designed for a new generation of style-conscious customers who seek beauty without compromise.
Design Challenge
How might Paunn’s brand identity and mobile-first shopping experience convey timelessness, luxury, and sustainability while standing out in a competitive fine jewelry market?
Understanding the competitive landscape.
I analyzed fine jewelry e-commerce brands across the EU to identify trends in visual language, tone, values, positioning, and UX patterns. These insights helped define Paunn’s positioning as timeless, affordable luxury—inclusive in its messaging and grounded in sustainability.
Formulation of Buyer Persona
To ground the brand and design direction in real customer needs, a detailed buyer persona was developed.
The goal was to capture the mindset of Paunn’s target audience — modern, style-conscious individuals who value authenticity, quality, and sustainability.
Insights from competitor research and market trends informed this persona, helping shape design decisions around tone, aesthetics, and the overall shopping experience.
Customer Journey Mapping
To understand how customers discover, evaluate, and purchase fine jewelry online, I created a customer journey map.
Key learnings
A mobile-first approach is essential, as younger buyers primarily shop on their phones.
Positioning Paunn as an inclusive and ethically produced fine jewelry brand strengthens its appeal.
Prioritizing brand storytelling and transparent communication around sustainability can build trust and express the brand’s authentic voice.
Adapted Information Architecture to Highlight the Brand Story
Introduced a dedicated storytelling section to convey product quality and sourcing authenticity.
Emphasized the brand’s commitment to sustainability through clear, integrated content.
Streamlined navigation and optimized checkout flow to create a seamless shopping experience.
Responsive Wireframes Showcasing the Brand Story Placement
High-fidelity wireframes were developed across mobile, tablet, and desktop breakpoints to visualize how the brand story integrates seamlessly within the browsing experience.
The section is positioned prominently to draw attention to Paunn’s values — craftsmanship, sustainability, and timeless design — while maintaining a clean, intuitive layout that adapts fluidly to different screen sizes.
Creating the Visual Direction
The visual identity draws inspiration from modern Indian aesthetics — a reflection of the jewelry’s origin and craftsmanship. This direction balances cultural richness with contemporary minimalism to create a brand language that feels both familiar and elevated.
Warm, tactile tones and refined typography evoke a sense of human connection and authenticity, while clean layouts and generous whitespace convey timeless luxury and accessibility. Together, these elements position Paunn as a modern fine jewelry brand that celebrates craft, culture, and conscious beauty.
Bringing the Experience to Life
With the visual direction established, I translated the brand identity into interactive digital experiences across devices. The designs are responsive, ensuring a seamless journey from mobile to desktop while maintaining the warmth, elegance, and clarity of the brand.
Users can explore products, learn about the craftsmanship, and connect with the story behind each piece through intuitive navigation, thoughtful hierarchy, and immersive visuals. The design balances functionality with an emotional experience — inviting users to engage, discover, and feel connected to Paunn’s world.
Watch the interaction walkthrough
Reflection
What I learnt
Working on Paunn, a brand I’m founding, taught me how deeply brand story and cultural context shape the user experience. I learned to balance luxury and accessibility, blending modern Indian aesthetics with functional design, and to use storytelling as a key tool for building connection and trust with users.
Next Steps
I plan to conduct usability testing to refine the interaction flow, explore subtle motion design to enhance storytelling, and expand personalization features that let users engage more deeply with Paunn’s craftsmanship and narrative.
