Bringing a personal jewellery experience into the digital journey.
Codeville Antwerp combines diamond expertise and craftsmanship with a personal approach to buying jewellery. From engagement rings to bespoke creations, the experience centres on helping customers find a piece that reflects their story, preferences and budget.
admiral.digital translated that approach into a new website, bringing together audience strategy, brand guidelines, content, UX and UI design and ecommerce development. The result connected online discovery and shopping with the individual guidance at the heart of Codeville’s offer.
The priority.
Buying jewellery can be both deeply personal and unfamiliar.
Customers may arrive with a clear idea, a significant occasion in mind or questions about diamonds, design and budget. Codeville’s strength was its ability to guide those decisions through individual attention and expert advice.
The website needed to reflect that experience while supporting two distinct journeys: purchasing a piece online and starting a conversation about a more personal or bespoke commission.
The priority was to create a digital presence that felt refined and welcoming, communicated the value of the service and made the right next step clear.
Our approach.
We began by understanding the motivations behind the purchase.
Working with Codeville, we developed audience profiles around engagement and relationship milestones, self-gifting and gifts for others. We mapped their priorities, uncertainties and preferred routes towards a purchase.
This informed the content narratives and website structure. Antwerp craftsmanship, meaningful design and personal guidance became the threads connecting the brand story with product discovery, bespoke enquiries and appointments.
The design and development then brought those journeys together within one consistent experience.
The work.
Strategy built around meaningful purchases.
We developed personas, messaging narratives and user journeys that recognised the different reasons people choose jewellery.
The strategy distinguished customers ready to browse and buy from those who needed advice, reassurance or a bespoke consultation. This helped shape the website around the buying decision, with relevant routes into both the collection and the personal service.
Website copy developed that thinking into the brand story, product introductions and explanations of the design process.
A consistent visual foundation.
We formalised Codeville’s existing identity through practical brand guidelines covering logo use, colour and typography.
These provided a shared foundation for the website, helping the brand appear consistently across its pages and content. The work supported a refined visual presentation while retaining the identity and character already associated with Codeville.
Website UI that balanced inspiration and guidance.
We translated the strategy into wireframes and responsive page designs.
The UI brought jewellery imagery, brand storytelling and practical information together, giving visitors space to explore the pieces while understanding the craftsmanship and service behind them.
Clear routes connected the collection, bespoke offer and appointment journey. The experience supported both confident shoppers and customers who wanted to speak with someone before deciding.
Ecommerce connected with personal service.
We developed the website in WordPress and WooCommerce, combining online purchasing with bespoke enquiry functionality.
Product pages supported relevant options, including ring size and other attributes, while the website backend enabled the team to manage orders. Enquiry notifications supported follow-up on bespoke requests.
Analytics setup and handover guidance gave Codeville access to website performance information and the practical tools needed to manage the experience after launch.
The result.
A digital experience that reflected how Codeville works with its customers.
The new website brought its story, collection and personal service into one coherent journey. Visitors could explore the jewellery, purchase online or begin a conversation about a bespoke piece.
For Codeville, the work established a consistent visual and content foundation alongside a functioning ecommerce website—extending its personal approach into the digital experience while preserving the importance of individual guidance.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.