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
The Process
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.
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
Mobile-first experiences
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.
Authentic storytelling
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
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.
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.
