Tatty Devine

Tatty Devine is a London jewellery brand making laser-cut acrylic necklaces, earrings and brooches, along with art prints, greeting cards and jewellery making kits. The site describes the range as “original art jewellery since 1999”, designed in London and handcrafted in the UK, for a customer buying a piece with a subject in it rather than a stone. Prices run from around 20 pounds for charm earrings to 295 for a statement necklace, with a personalised Name Necklace at 29. The store runs on Shopify with a custom theme.

Website Design

Colour is left to the product. The interface is almost entirely white with near-black text and black-outlined buttons. Every bright tone comes from the acrylic itself, so the photography carries the whole palette against a neutral shell.

One typeface across four weights. Gotham runs the site in light, book, medium and bold, capitalised for navigation and section titles and sentence case for descriptions. Headings stay small, keeping attention on the images.

A mega menu built around three ways to browse. The main menu splits into shop by product, shop by collection and shop by interest, the last listing categories such as animal, book, feminist, folk, food and spooky jewellery.

Shopping Experience

Filtering by colour as well as type. Collection pages carry filters for product type, collection, price band and colour, with fifteen named shades including iridescent and multi-coloured. A results count and a 12, 24 or 36 per page control sit above the grid with the sort options.

A product or model image toggle. Each collection page offers a switch between flat product shots and the same pieces worn, so a shopper can judge scale without opening a listing.

Quick Add on the card. Cards carry star ratings, a Quick Add button and badges for new, recycled or choose your colour, so a simple product can be added without leaving the grid.

A configurator for the Name Necklace. The listing asks for the word, then a font from four, an optional second line or larger size, a shade from fifteen acrylics, one of ten charms or none, and a silver or gold plated chain. It states a three working day make time and a 1pm cutoff for same-day dispatch.

Brand Storytelling

Collaboration as the catalogue’s spine. Licensed collections with Frida Kahlo, Grayson Perry, Peanuts and Pulp sit beside artist projects with Lucy Sparrow and Jeremy Deller, each with its own landing page and a shared Archive.

Press quotes rather than brand copy. A homepage band collects lines from magazines and a blog runs seasonal posts, the current ones covering the autumn Poetic Licence range and Halloween pieces.

Notable Features

A points scheme with a joining bonus. Tatty Devine Rewards gives points for purchases and 250 for creating an account, promoted in a homepage panel and the footer.

Gifting treated as a department. Alongside price bands under 35 and 50 pounds there are edits for birthdays, weddings, LGBTQIA+ and party jewellery, plus gift vouchers.

Trade and events in the header. Become a Stockist and Events sit in the top utility bar beside delivery and contact links.