Vale Jewelry

For the last decade, Vale Jewelry has established itself as the go-to brand for both modern and alternative brides looking for bespoke engagement rings and wedding bands. Using recycled gold and responsibly-mined diamonds and gems, the line believes in creating beautiful pieces through sustainable sourcing and ethical practices.

Vale’s distinctive style has caught the eye of stylists and celebrities. Most recently, their pieces have been seen on Sarah Jessica Parker, Kelly Ripa, Lena Dunham, Gabrielle Union, Malin Akerman, Miranda Kerr, Candice Swanepoel, Behati Prinsloo, and AnnaSophia Robb.

After months of declining website conversions, Joseph was commissioned by Vale Jewelry to completely redesign and develop their e-commerce platform and transactional email system. As with the rebranding project, the goal for this project was to maintain strict adherence to minimalism — in terms of both design and functionality.

The site was built on a sturdy e-commerce platform, integrated with a leading payment processing gateway, and set up to synchronously manage inventory in a centralized payment location. This intuitive system, along with the simplified order and payment flow, makes transactions seamless and lets administrators effortlessly manage customers and the entire business.