Luags Gallery

LuAG (Lutetium Aluminum Garnet) had never been sold as jewelry before. The design challenge was not just building a store but making a completely unfamiliar material feel desirable and trustworthy. Every element had to do double duty: sell the stone while explaining what it is.

Built the full brand identity from zero. The color system pairs deep blacks with cool metallic accents to reflect the stone's optical properties. Typography was chosen to sit at the intersection of scientific precision and high-end jewelry retail. The logo mark abstracts the gem's crystalline structure into a minimal, ownable shape.

Designed and built the full Shopify experience with a conversion-first mindset. Product pages lead with the stone's story before the purchase decision, reducing hesitation for a material most visitors have never heard of. Collection structure, filtering, and checkout flow were all mapped to minimize drop-off at each step.

The majority of luxury jewelry browsing happens on mobile. Every layout decision was validated on a phone first. Images scale to fill the screen, product detail accordions are thumb-friendly, and the add-to-cart flow collapses to a single persistent action at the bottom of the page.