GA Jewellers
Jeweller and Pawnbroker, Hove
Website design, Valuation estimator, Copywriting, Build
Retail and finance
Seven
Static, hand coded
Live gold prices
What was wrong
A jeweller and pawnbroker trading on George Street since 1984, in a category where every competitor's website looks like a payday lender.
How we read the brand
The way out was to treat it as a jeweller first and a lender second. Deep green, gold, and a Didone set large, with the day's actual gold prices per gram shown on the first screen. Publishing the rate is the entire trust argument in a business people are nervous about walking into, and it doubles as a reason to come back to the site.
What it does now
A pawnbroker that looks like a jeweller, with a valuation estimator that gives people a number before they have to carry anything through the door.
Every screen, as it really renders.
Captured from the live site at full width. Nothing here is a mockup or a flattering crop.
Home
Today's gold price on the first screen. In this category, publishing the number is the differentiator.
Borrowing
The loan explained in plain terms with the actual cost shown, because the fear is the hidden charge.
Selling gold
The estimator. Weight and carat in, a real range out, before anyone commits to a visit.
Jewellery
The retail side given its own room, so the shop is not defined by the pawnbroking.
On a phone
Most of the traffic to a site like this arrives on a phone, so the mobile layout is designed first and the desktop version follows it.
The same site at 430 pixels wide. Type resizes rather than shrinks, the navigation collapses into something you can reach with a thumb, and every image is served at a size that will actually load on mobile data.