Fenton

Fenton is a London fine jeweller selling engagement rings, wedding bands and everyday jewellery, pairing an online store with a showroom and an appointment led concierge service. Rings are offered four ways: customisable house styles, fully bespoke commissions, antique and vintage pieces, and in stock items shipped within 24 hours. Prices start at £395 for a wedding band and £1,225 for a lab grown diamond solitaire. Built on Shopify with a custom front end.

Website Design

A named green scale. The theme defines its own fenton-green range, running from a near white 244 247 246 through the brand green #004225 to an almost black 11 30 26. Three beiges around #FBFAF6 and #F9F3E9 carry the page backgrounds, with a dusty pink used sparingly.

Serif headlines, two sans faces. Type is served from Adobe Fonts: ivypresto-headline for display, classico-urw for interface text and avenir-lt-pro for body copy.

Panels rather than pages. Appointment booking, contact, currency selection and the design saving form all open as overlays on the current page, so a shopper configuring a ring rarely leaves it.

Shopping Experience

A comparison table for buying routes. Before any product grid, the homepage sets out the five ways to buy, each with lead time, starting price, stone options and tick marks for resizeable, financeable, customisable and engravable. Lead times run from 24 hours for in stock pieces to six to ten weeks for bespoke.

Gemstone and style as parallel indexes. The engagement ring menu lists eleven stones and seventeen house styles in two separate columns, so a ring is specified by combining one from each.

Multi-market from the header. One control switches four language settings and four currencies, GBP, EUR, CHF and USD, and a geo prompt offers to move a visitor to their local store.

Finance explained on the product page. Splitit and Klarna terms sit in the product page FAQ rather than waiting for checkout, spelling out instalment counts, credit checks, the £4,000 Klarna ceiling and the APR that applies on default.

Brand Storytelling

Sourcing as the argument. A Why Fenton panel runs eight claims covering responsible hand sourcing, B Corp certification, lab grown diamonds, aftercare, bespoke design, GIA, IGI and HRD certification, 950 platinum and recycled gold, and the removal of middleman markup.

Proof by third party. Press pull quotes sit above the footer, and the footer states “Highest rated UK jeweller on Trustpilot with over 500 5* reviews”.

Notable Features

A live price comparison tool. A homepage banner promotes a tool that checks Fenton lab grown diamond prices against other jewellers on matched specifications, described as updated daily.

Save and email a design. A modal lets a shopper send an in progress ring configuration to their own inbox and return to it later.

Appointments in three formats. London consultation, express consultation and virtual appointment are all bookable from a persistent overlay, with WhatsApp, a phone number and a concierge address listed beside them.