Archives: Websites

eCommerce Websites

Fenton

By Jibin Kumar  /  September 23, 2026

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.

Fenton Shop Category page example

Fenton Product page example

Fenton Checkout page example

Fenton footer example

Tonal

By Jibin Kumar  /  September 22, 2026

Tonal sells a wall-mounted digital strength trainer plus the membership, accessories and apparel built around it, aimed at people assembling a home gym in the United States. The store carries two hardware lines, Tonal 2 and a certified refurbished Tonal 1, alongside accessory bundles, servicing, extended warranties and a Performance Shop of branded kit. The pitch is stated plainly: “the expertise of a personal trainer and a full gym in your home”. Built on Shopify with a custom Vue front end.

Website Design

Near-black grounds and an aqua accent. Colour is handled as named schemes rather than one palette, with a near-black 28 28 26 and an off-white 244 244 244 swapping roles between sections, mid greys for borders, and an aqua 17 221 196 reserved for accent states.

Three cuts of GT. Type uses GT America for body copy, GT Expanded for display lines and GT Mono for eyebrow labels. Headlines and buttons are set upper case, pushing most of the page into short shouted lines such as SHOP TONAL 2 and DISCOVER TONAL.

Carousels carry the middle of the page. Coaches, member stories and press quotes each run as a swiper with its own controls, so a long homepage keeps one rhythm.

Shopping Experience

Two hardware paths, both discounted. Tonal 2 lists at $4,295 and Tonal 1 Certified Refurbished at $2,495, with a 20% banner running across the site and a countdown framing of “Final Days”.

The buy box is a configurator. The product page asks for a purchase type, then stacks an accessories bundle (Essentials at $495, Ultimate at $595), an extended warranty at $425 for four years or $449 for five, and a zip code field that calculates white-glove delivery and installation from $295. Membership is quoted separately at $59.95 per month on a 12 month commitment.

Rental sits inside the same choice. The alternative to Purchase is Try at Home, a rental through the partner Whim at $219 per month for three months and $279 after, with membership, delivery and installation folded in.

A short tail of small goods. Beyond the machines the catalogue runs to 45 products: accessories from $40 to $250, apparel from $25 to $128, servicing at $395 or $795, and a one year membership at $719.40.

Brand Storytelling

Coaches are named and described. Eight appear with portraits and a one line specialism each, covering athletic performance, rehabilitation, yoga and Pilates, and prenatal and postpartum training.

Members speak in first name and last initial. Quotes run at paragraph length and name outcomes rather than features, including “At 66 years of age, I’m the strongest and the healthiest that I’ve ever been in my entire life”.

Notable Features

HSA and FSA eligibility in the hero. The banner flags tax-advantaged purchase through Truemed alongside the price, with the disclosure carried in a numbered footnote.

Three footnote blocks under the fold. Sale terms, rental credit terms and the health-account disclaimer are restated in full at the base of the homepage.

Showrooms, demos and hotels. A Visit a Showroom link, a Book a Demo route and a Tonal Hotel Finder offer three ways to try the machine.

Tonal Shop Category page example

Tonal Product page example

Tonal Checkout page example

Tonal footer example

Whoop

By Jibin Kumar  /  January 25, 2025

WHOOP offers a minimalist, screen-free fitness tracker designed for 24/7 wearability. The device monitors key health metrics such as heart rate variability, sleep performance, and recovery, providing personalized insights to optimize performance. Its sleek design allows for customization with various bands and integration into smart apparel, ensuring both comfort and style.