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M.FLYNN Jewelry

A refined digital e-comm experience built on trust, craftsmanship, and a deep understanding of the brand

M. Flynn is a sister-owned fine-jewelry house known for its in-house collection, curated designer lines, and signature fused bracelets. While established and beloved locally, the brand’s previous website no longer matched its reputation for craftsmanship and exclusivity.

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The redesign re-imagined M. Flynn’s digital presence as a luxury shopping experience—one that exudes trust, elegance, and warmth while simplifying product discovery and checkout.

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Role

Sole UX/UI Designer

UX/UI Designer responsible for homepage concepting, design system creation, prototyping across 30+ pages, and QA collaboration during development. Worked closely with the agency founder on the homepage direction, then partnered with a visual designer to complete secondary pages and prototype final layouts for developer handoff.

Team

Design Lead

UX/UI Designer (Me)

Senior Graphic Designer

Developer

Stakeholders: M.Flynn Team

Timeline

February 2025 – Ongoing

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The Challenge:

M. Flynn’s previous site performed functionally but lacked the polish and intimacy expected from a high-end jeweler. The client wanted a refreshed online presence that instilled trust, reflected their elevated price point, and encouraged exploration of both in-house and designer collections.

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The experience had to communicate luxury without intimidation—a space that felt curated, confident, and accessible to longtime clients and first-time fine-jewelry buyers alike.

Understanding the Audience

M. Flynn’s customers range from seasoned jewelry enthusiasts to first-time luxury buyers celebrating milestones or seeking gifts. They value quality, craftsmanship, and clarity when shopping online.

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User goals:

  • Discover pieces easily through refined navigation and curated collections.

  • Feel confidence and trust through high-end imagery, transparency, and craftsmanship details.

  • Experience luxury online through space, typography, and motion that evoke an in-store feel.

  • Engage personally via stories, events, and custom services like bracelet fusing or consultations.

Pain Points:

  • Previous site felt generic compared to competitors in the luxury space.

  • Product flow was cluttered, with minimal storytelling or differentiation between collections.

  • Limited cues for personal connection—the brand warmth wasn’t fully conveyed.

Competitive Analysis:

Research across leading jewelry brands revealed a clear pattern:

  • Messika and Buccellati showed strong storytelling and photography but weak user guidance.

  • David Yurman and Mejuri balanced accessibility and design but leaned overly commercial.

  • Spinelli Kilcollin achieved simplicity yet risked cold minimalism.​

 

Takeaway: The opportunity lay in inviting luxury—pairing clear navigation and CTAs with warmth, personality, and editorial storytelling. The new M. Flynn site would feel premium yet personal, letting craftsmanship speak through design restraint.

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The Problem

Design a high-end e-commerce experience that reflects M. Flynn’s heritage, elevates its credibility, and creates a frictionless path from admiration to purchase.


The site needed to:

  • Show trust and authenticity through clean design and intentional copy.

  • Exude luxury using space, photography, and refined color hierarchy.

  • Simplify navigation for browsing and buying across categories.

  • Encourage engagement through storytelling, events, and personalization.

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The Solution

The redesigned website establishes a refined digital flagship for M. Flynn. Full-width hero imagery and structured white space immediately set a tone of confidence and calm. High-resolution photography and minimal copy invite users to browse without distraction.

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A modular grid system organizes products and collections intuitively, allowing the jewelry itself to shine. Each page guides users with purposeful CTAs, encouraging exploration while maintaining a quiet, exclusive aesthetic.
 

During development, some visual details—like borders and accent line work—were simplified to improve performance and maintain visual harmony across devices, resulting in a cleaner, more adaptable design.

Design Ideation:

The design direction focused on elevated minimalism—where every element serves a purpose.

  • Ample white space and structured typography convey restraint and refinement.

  • Editorial photography and subtle motion add depth without overpowering the product.

  • Neutral palette with soft gold undertones complements jewelry tones while reinforcing brand warmth.

  • Homepage storytelling introduces the brand ethos through hero imagery, featured collections, and event highlights.

 

Each component was designed to balance function and desire—merging UX clarity with the emotional pull of luxury retail.

HiFi Prototype:

I created interactive prototypes in Figma to test flow and visual rhythm. The focus was on:

  • Homepage navigation clarity and hero CTA performance.

  • Product hierarchy, ensuring premium pieces stood out through scale and imagery.

  • Consistency across all 30+ pages using reusable components for developers.

  • Prototypes doubled as both presentation tools and technical references, ensuring precise handoff to the dev team.

QA Process & Revision:

I supported QA by reviewing key layouts, verifying image scaling, typography, and alignment post-simplification. When development required visual adjustments, I updated components to ensure the final build maintained design integrity and usability across breakpoints.

The Results:

  • Redesigned 30+-page website emphasizing luxury, clarity, and trust.

  • Streamlined navigation improved discoverability and flow.

  • Client enthusiasm and early approval of design direction pre-launch.

  • Currently in final development, ready to serve as M. Flynn’s most complete digital expression to date.

Reflection

This project was especially rewarding because of my long-standing relationship with M. Flynn. For nearly two years, I supported their brand through graphic design and marketing materials, so by the time we began the web redesign, I already had a deep understanding of their aesthetic, their voice, and their audience.

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That familiarity made the process feel natural—it wasn’t just about redesigning a website, but about helping translate their legacy and future vision into a digital experience. I focused on how the site could evolve alongside the brand: balancing elegance with usability, and ensuring every detail felt as intentional as the craftsmanship behind their jewelry.

Seeing the design come together after years of understanding the client’s values made this project not only creatively fulfilling but personally meaningful—a rare opportunity to create something that truly reflects both the product and the people behind it.

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