Building Paunn — An Inclusive Fine Jewelry Brand Rooted in Timeless Design

Building Paunn — An Inclusive Fine Jewelry Brand Rooted in Timeless Design

Paunn is an EU-based fine jewelry startup I founded to bring timeless, sustainably crafted 18k gold pieces to a new generation of style-conscious customers.

Paunn is an EU-based fine jewelry startup I founded to bring timeless, sustainably crafted 18k gold pieces to a new generation of style-conscious customers.

My Role

As both designer and founder, I led the brand’s research, strategy, and digital experience design — aiming to position Paunn as a bridge between traditional luxury and contemporary values.

Industry

E-Commerce
(Fine Jewelry)

Duration

3 months
(Jul-Sep 2025)

The Challenge

In a highly competitive fine jewelry market dominated by heritage and fast-fashion players, Paunn needed a brand identity and mobile-first shopping experience that could convey timelessness, authenticity, and sustainability — while remaining accessible to a younger audience.

In a highly competitive fine jewelry market dominated by heritage and fast-fashion players, Paunn needed a brand identity and mobile-first shopping experience that could convey timelessness, authenticity, and sustainability — while remaining accessible to a younger audience.

The Process

As an entrepreneur and designer, I began with market and customer research, which revealed a gap between traditional luxury’s exclusivity and emerging consumers’ growing desire for inclusivity and transparency.

As an entrepreneur and designer, I began with market and customer research, which revealed a gap between traditional luxury’s exclusivity and emerging consumers’ growing desire for inclusivity and transparency.

To identify where Paunn could stand out, I conducted a detailed analysis of leading fine jewelry brands across the EU, studying their tone, visual language, values, positioning, and UX patterns.

Defining Paunn’s audience: Modern, Mindful, and Drawn to Quiet Luxury

Defining Paunn’s audience: Modern, Mindful, and Drawn to Quiet Luxury

I created Paunn’s buyer persona — style-conscious individuals who value craftsmanship, authenticity, and sustainability. Shaping brand’s positioning as “timeless, affordable luxury” — inclusive in its tone, rooted in sustainable practices, and designed for effortless, everyday elegance.

The conscious Modernist

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Key insights that shaped Paunn’s brand strategy

Key insights that shaped Paunn’s brand strategy

Mobile-first experiences

Mobile-first experiences are crucial, as younger buyers primarily browse and shop via their phones.

Mobile-first experiences are crucial, as younger buyers primarily browse and shop via their phones.

Inclusive and ethical positioning

Inclusive and ethical positioning builds emotional connection and distinguishes Paunn within the fine jewelry market.

Inclusive and ethical positioning builds emotional connection and distinguishes Paunn within the fine jewelry market.

Authentic storytelling

Authentic storytelling and transparency around sustainability foster trust and long-term brand loyalty.

Authentic storytelling and transparency around sustainability foster trust and long-term brand loyalty.

Mapping the fine jewelry buying journey to uncover pain points and opportunities

Mapping the fine jewelry buying journey to uncover pain points and opportunities

Visual Design

The visual identity draws inspiration from modern Indian aesthetics—reflecting the jewelry’s origins and craftsmanship.

Balancing 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.

Explore the Prototype

Explore the Prototype

Watch the interaction walkthrough

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.

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