Mikimoto

Mikimoto UK is the British storefront of the Japanese pearl jeweller founded by Kokichi Mikimoto, who cultured the first pearl in 1893. The site sells necklaces, pendants, earrings, ear cuffs, rings, bracelets and brooches set with Akoya and white, black and golden South Sea pearls, along with picture frames, pens, jewellery cases, trays and candles. Prices run from gift pieces up to five figure diamond settings, and orders ship to UK addresses only. Built on Magento.

Website Design

A white ground with a champagne accent. The interface keeps to white, greys and black rules, with a pale champagne gold used sparingly for highlights. Full width campaign banners supply the only large areas of colour.

Serif for the brand, sans for the interface. Type is split between Noto Serif and Noto Sans families selected by locale, with Cormorant Garamond carrying display lines. The effect is a serif voice for collection names sitting over plainer sans-serif navigation and specification text.

A nine region switcher built into the header. UK, Japan, Mainland China, Hong Kong, Taiwan, Singapore, Thailand, US and France each appear with their own language options, and a georedirect dialogue asks the visitor to confirm location and language on arrival.

Shopping Experience

Three routes into the same catalogue. The Jewellery menu splits into Categories, Collections and Pearl Types, so a shopper can arrive through a product shape, a design line such as Les Pétales Place Vendôme, Lucky Arrows, Bow Charm, V Code or Passionoir, or through the pearl itself.

Prices are conditional. The Pearl Necklaces listing runs to 66 products across three pages, sorted by position, price or launch date. Catalogue pieces show a figure, £12,000 or £14,000 for diamond set Akoya strands, while high jewellery references display only a reference code with no price.

Product pages read as specification sheets. A Bow Charm necklace lists at £11,000 under the code KZ 1757D W, followed by a Specifications block giving pearl size of 7.00 to 7.49mm, 0.70ct of diamonds, 18K white gold and an adjustable 14 to 16 inch chain, then accordions for Payment, Shipping and Exchanges and Returns.

Gifting is merchandised by occasion. Anniversary, Birthday, Graduation, Pearl Wedding, Jewellery for Men and Gifts under £1,500 each get their own listing.

Brand Storytelling

1893 is the anchor. The site titles itself “The originator of cultured pearls. Since 1893.” and returns to the founding claim in the About section and campaign copy.

A news feed does the high jewellery work. Dated articles cover the L’éclat collection launch at Hôtel d’Évreux on Place Vendôme during Paris Haute Couture Week, and the campaign fronted by Michelle Yeoh.

Notable Features

Augmented reality try-on. A Virtual Fitting tool is promoted from the homepage, described as using augmented reality to show how a piece suits the wearer.

Appointments sit next to the cart. Product pages carry business hours and a London phone number alongside Store Locator, Schedule an Appointment and a virtual appointment form.

Fulfilment terms stated on the page. Free shipping and packaging, UK addresses only, same day dispatch before midday, Royal Mail Special Delivery with signature required, plus complimentary gift wrapping and a message card option.