Archives: Websites

Daisy London sells fine jewellery, necklaces, earrings, rings, bracelets, anklets and jewellery cases, in gold plate, sterling silver and solid gold, priced from about 45 pounds to the high hundreds. The site groups items by type, material and edit, including a Healing Stone Collection, a Festival Edit and named collaborations with Estee Lalonde, Shrimps and Polly Newman. The tagline reads “Effortless Everyday Jewellery With Meaning.” Free UK delivery applies over 95 pounds. Built on Shopify.

Website Design

Cream ground, warm gold photography. Product and lifestyle pages sit on a pale off-white background rather than pure white, letting the gold-plated pieces read warm against the page. The wordmark, “DAISY,” is set in a wide-tracked black sans-serif with no other typographic flourish.

Product shots paired with real wear. A single necklace listing runs a plain product photo, a flat-lay detail shot and a close-up of the piece worn on skin in the same scroll, rather than separating catalogue and lifestyle imagery into different sections.

A warm peach checkout. The checkout sidebar shifts from the site’s cream to a deeper peach tone, visually separating the order summary from the form fields beside it.

Shopping Experience

A six-across gold necklace grid. The category page lists engraved, chain and gemstone styles together, each card marked New, Bestseller or a percentage-off badge, with the option to save items via a heart icon before adding to bag.

Personalisation built into the product page. The Shrimps Double Horseshoe necklace, for example, offers a name-engraving field with a live preview button ahead of Add To Bag, alongside a two-year warranty and free UK delivery note.

A real UGC strip. A “Daisy Styled By You” row runs five customer photos directly beneath the product gallery, followed by a single pulled customer review with a star rating.

Packaging chosen at checkout. Shoppers pick between Standard Packaging, a Daisy Signature upgrade at 2 pounds, or Luxury Gift Wrap at 5 pounds, plus a gift-note option, before moving to payment by card, PayPal or Klarna.

Brand Storytelling

Wellness framing over pure luxury. The Healing Stone Collection and the “meaning” in the tagline push the jewellery toward sentiment and wellbeing rather than positioning pieces as status objects.

Named collaborators stand in for a brand story. Rather than a long founder narrative, the site leans on collaboration names, Estee Lalonde, Shrimps and Polly Newman, to carry brand identity across collections.

Notable Features

A dedicated Gifting Made Easy section. Pouches and a branded box are shown as their own feature block on the product page, reinforcing that gifting is a primary use case rather than an afterthought.

Multi-currency and international checkout. Prices can display in GBP, AUD, CAD, EUR or USD, and the checkout form adapts its address fields to the shopper’s selected country.

Loyalty-adjacent discounts. The footer lists a Key Worker Discount and a Student Discount as standing offers rather than one-off promotions, alongside a VIP program link.

Daisy London Shop Category page example

Daisy London Product page example

Daisy London Checkout page example

Daisy London footer example