Contents
1 · At a glance
Jewellery buyers need to trust you before they spend
An engagement ring or a fine watch is a high-value, emotional purchase. Buyers study photos and details online, check the jeweller's history and often want to see the piece in person before paying. A cluttered or dated website makes even a respected jeweller look risky.
What customers check before choosing
- What is it made of: metal, carat, stone?
- Who is this jeweller, and how long have they traded?
- Can I see it in store or arrange a viewing?
- What happens if the size is wrong?
What this website gives you
- A minimal hero with generous white space and "Shop now" and "Find a store" buttons
- Product cards with metal and stone details, such as "0.5 ct · platinum"
- A product page with room for full specification and care
- A store finder with an enquiry form and opening hours
2 · Home
The homepage, section by section
The homepage gives your pieces room to breathe and leads buyers to the shop or the store.
- Minimal heroA short headline and line about your heritage, with "Shop now" and "Find a store" buttons and a scroll cue.
- Three service promisesClick & collect, local delivery and expert advice, rewritten for jewellery, for example insured delivery or free resizing if you offer it.
- Customer favouritesSix pieces with name, metal or stone detail and price, with a "Bestseller" badge and "View all".
- Why choose usThree numbered reasons to buy from you.
- Your storyA short block about your history and craft, with a link to the store finder.
- Review and closing call to actionA customer review you are allowed to use and a "Visit us or shop online" band, then a footer with a newsletter sign-up.
3 · Shop
The online jewellery store
The shop lists every piece with a photo, a detail line and a price.
- Category filtersFilter chips such as engagement rings, wedding bands, earrings, necklaces and watches, set to your range.
- Sort menuSort by featured, price or newest.
- Product gridPhoto, name, metal or stone line (for example "18k white gold") and price on every card.
- BadgesMark bestsellers, new pieces or one-offs.
- PaginationPage numbers keep large collections easy to browse.
4 · Product page
The product page
Each piece has its own page with the detail a careful buyer expects.
- Name, detail line and pricePiece name, metal or stone line and price.
- Rating and descriptionStar rating from real reviews once you have them, and space for carat, cut, metal, hallmark, size and care.
- Buy and saveA clear buy button and a "Save" heart for buyers who want to think it over.
- Collection and adviceClick & collect, delivery and expert advice notes beside every piece.
- You may also likeThree related pieces, such as a matching band or earrings.
5 · Store finder
Store finder and contact
Many buyers want to see a ring before they buy, so this page makes a visit easy.
- Enquiry formName, email, preferred store and message, sent to your inbox. Useful for viewing requests, bespoke commissions and repairs.
- Shop detailsAddress, phone and email for each shop.
- Opening hoursWeekday and weekend hours, and a map if you want one.
6 · About
About the jeweller
The about page builds the trust that high-value pieces need.
- StoryWhen you were founded, your craft and the standards you work to.
- Key figuresShops, products and rating, only with figures you confirm.
- TeamFour profile cards with name and role, for example owner, store manager, buyer and online orders.
- Review and call to actionA customer quote and a link back to the shop.
7 · Features
Everything this design includes
Online jewellery store
Rings, earrings, necklaces and watches with secure checkout, up to 250 products.
Detailed product pages
Room for metal, carat, stones, hallmark, size and care on every piece.
Ring sizes and metals as options
Pieces made in several sizes or metals can be listed as options.
Click & collect
Buyers pay online and collect from the shop, where you can check the fit.
Gift cards and promotions
Gift cards and discount codes for anniversaries and Christmas.
Store finder
Every shop with its own address, hours and contact details.
Refined type pairing
Cormorant Garamond headings with Montserrat text, elegant and easy to read.
Accessible and fast
Readable contrast, keyboard navigation and quick loading on phones.
8 · Mobile
Designed for the phone first
Many ring searches start on a phone, often in private. On a small screen the minimal layout keeps photos large and clean, pieces show in a two-column grid, product details stack under the photo, and the bag and "Find a store" buttons stay within easy reach.
9 · Brand and search
Your look. Found on Google, Maps and AI assistants.
The sample uses white and near-black with a muted gold accent and a warm ivory tint, set in Cormorant Garamond and Montserrat. We change the logo, colours, fonts, photos and copy to match your shop, and build every page the way Google and AI assistants prefer.
SEO: Google and Maps
- A category page for engagement rings, wedding bands, earrings, necklaces and watches
- Titles, descriptions and JewelryStore, Product and Offer structured data
- Google Business Profile set up and linked for each shop
- Fast pages with strong Core Web Vitals
GEO: AI search
- Answer-first text on metals, stones, sizing and care that AI assistants can quote
- Consistent shop name, address and phone on every page
- FAQ written around real buyer questions, such as resizing and viewings
- AI crawlers allowed, with an llms.txt file
Searches the website is built around
- jewellers near me
- engagement rings [city]
- diamond engagement ring
- wedding rings [city]
- independent jeweller
- bespoke engagement ring
- watch shop [city]
- jewellery repairs near me
We don't promise rankings or AI citations. We build the site the way search engines and AI assistants prefer, and report your progress every month.
10 · Price
Domain, hosting and email: all included
Package for this design: E-commerce Store
- Hosting, SSL & business email included
- Free .com, .net or .org domain (yearly)
- 2 months free (yearly)
- Host on your own server (yearly)
Pay yearly: 10 × the monthly fee (2 months free) plus a free .com, .net or .org domain. 12-month minimum term from go-live.
What the monthly fee includes
- Managed e-commerce hosting with SSL and CDN, sized for your catalogue
- Business email server with 10 mailboxes on your domain
- Daily backups, uptime and security monitoring
- Store platform, payment and plugin updates
- 10 hours of store changes a month (products, banners, promotions)
- Monthly sales and performance summary
- Priority support
We tailor it to your business
- Your logo, colours and fonts applied
- Your text and photos, or we write and source them
- Domain, business email and hosting set up
- SEO foundations, analytics and speed optimisation
11 · How it works
From this design to your website
Pick a design
Preview every page and choose the style that fits your brand.
Order the package
The right package is added to your cart, with setup and monthly prices shown upfront.
We launch it for you
We add your content, connect your domain and email, and go live.
Order today and a project lead contacts you within one business day.
12 · Frequently asked questions
Crown Jewellers: questions and answers
How much does a jewellery website cost with Penta Services?
The Crown Jewellers design costs £79 setup and £44 a month as a Ready Site on the E-commerce Store package, which covers up to 250 products. Hosting, SSL, business email, updates and support are included. Paying yearly costs 10 times the monthly fee and adds a free .com, .net or .org domain.
Is Crown Jewellers a real jeweller?
No. Crown Jewellers is a fictional sample brand used to show the design. Its history, prices, ratings, team and review are samples, and every one is replaced with your own details before launch.
Can customers buy engagement rings online and choose a size?
Yes. Rings can be sold with size and metal options, and buyers can pay online and collect in store. You set the policies for resizing and returns, and we show them on the product pages.
Can buyers book a viewing before they buy?
Yes. The store finder page has an enquiry form with a preferred store field, sent straight to your inbox. We can also connect a booking calendar if you use one.
How long does it take to launch?
Usually 4–10 weeks from when we receive your logo, product photos, prices and product details.
Will my jewellery website be found on Google and AI search?
Each shop gets local SEO, JewelryStore and Product structured data and a linked Google Business Profile, and answers are written so AI assistants can quote them. We don't guarantee rankings or citations, but we report progress every month.
Can I show one-off and bespoke pieces?
Yes. One-off pieces can be listed with a stock of one, and bespoke work can be shown with photos and an enquiry button instead of a price.
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Concept design shown with a fictional brand and sample content.