When I first audited Luiny Jewelry’s digital footprint, the business was facing three distinct pillars of friction that were capping their online growth:

• The homepage lacked a cohesive narrative, and the store’s information architecture was confusing. Users were forcing their way through unstructured product categories, creating massive drop-offs in the shop navigation.

• While the brand had an engaged audience, email marketing was virtually non-existent. There were no automated touch points, meaning they were leaving revenue on the table every time a user abandoned a cart or signed up for a newsletter.

• Product uploads were inconsistent and image specs were unstandardized, creating visual debt and slowing down product launches.