Kwiat's digital experience didn't reflect the brand. Pages were inconsistent, the custom-order flow was confusing, and there was no system connecting the visual language across product types.
I built the design system and owned the PDP architecture from structure through high-fidelity execution across every product type and configuration.
A catalog spanning engagement rings, wedding bands, fashion jewelry, loose diamonds, and bespoke pieces - each with a different configuration model, no shared visual language, and no template system connecting any of it.
System before screens. I established design tokens and a component library before opening a single page layout. Every PDP template type - five in total - built from the same foundation so consistency was structural, not disciplined.
5 PDP template types. A 5-step custom order wizard - concept, diamond, setting, metal, engraving. Global navigation designed as a brand moment: restrained, precise, built to signal that everything on this site has been considered.