Crawford

Crawford Stone Company is a luxury jewelry brand from Australia that’s changing the way engagement and wedding rings are crafted. It all began when a husband-and-wife duo set out to design their perfect ring, turning their passion project from a Sydney home studio into a full-service ring concierge.

At Crawford, every piece tells a story, blending craftsmanship, sustainability, and a personal touch. Specializing in lab-grown diamonds and moissanite, Crawford offers ethically sourced, stunning stones that leave a minimal environmental footprint.
With a commitment to innovation and personalized design, each ring becomes as unique and meaningful as the love it symbolizes.

Crawford Stone Company needed to establish itself in the competitive world of luxury jewelry, especially as a young brand focused on lab-grown diamonds and moissanite. One major challenge was breaking through the traditional perception of these stones and educating potential customers about their quality and ethical benefits.

They also needed a strong online presence to tell their story and showcase their commitment to craftsmanship and sustainability. On top of that, the brand needed a visually cohesive identity that would reflect its ethos—craftsmanship, sustainability, and personalized service—across all digital platforms.

Creating an online space that looked luxurious while being easy to navigate was crucial for engaging their discerning audience. The website had to seamlessly combine storytelling with a smooth shopping experience, allowing customers to explore and customize their perfect ring without hassle.

To overcome these challenges, SimplePlan designed and developed a Shopify website that elegantly balanced visual appeal with easy navigation. SimplePlan refined the website copy to align with Crawford’s brand values, created custom design assets and 3d renders of the products to elevate the look and feel.

SimplePlan worked closely with Crawford Stone Company to develop a digital presence that truly reflects their dedication to ethical luxury and bespoke craftsmanship. We began by understanding the brand’s story and values, which helped us create a cohesive online identity and a refined website design.
Our approach was structured and focused on the user experience. We started by mapping out the personas of Crawford’s ideal customers—people who appreciate fine craftsmanship, sustainability, and personalized service. By identifying their motivations and preferences, we shaped the website’s tone and content to resonate with this discerning audience.

Next, we designed the website’s information architecture, ensuring that users could easily navigate through products, ethical practices, and customization options. We wanted visitors to feel guided rather than overwhelmed, so the layout was intuitive and the flow natural. We then crafted a product discovery journey that encouraged exploration, from browsing collections to learning about the unique qualities of lab-grown diamonds and moissanite.

Wireframes were created to visualize how the site would function and look. Once approved, we moved on to designing the user interface, keeping Crawford’s visual identity in mind. We chose elegant typography, muted yet refined colors contrasted with deep green and black, and high-quality images to convey a sense of luxury without feeling inaccessible. Our goal was to blend sophistication with a welcoming feel.
Creating detailed, realistic product renders was an important part of the process. These digital visuals highlighted the intricate craftsmanship and brilliance of Crawford’s rings, helping potential customers envision their own personalized pieces. By presenting these renders alongside informative and engaging content, we bridged the gap between digital interaction and real-world luxury

Finding the right voice for Crawford Stone Company was all about balancing two key elements: warmth and professionalism. We wanted the brand to feel luxurious and refined, but also approachable and sincere. After digging into Crawford’s core values—craftsmanship, sustainability, and personal connection—we developed a tone that feels sophisticated without being distant.

We focused on making every interaction feel personal and genuine, whether it’s a social media post, an email response, or a one-on-one consultation. The language is clear and thoughtful, with a touch of elegance, reflecting Crawford’s commitment to quality and ethical practices. Our goal was to make customers feel valued and understood while reinforcing the brand’s dedication to creating beautiful, responsible jewelry.

By keeping the tone consistent across all touchpoints, we ensured that customers always experience the same sense of warmth and trust, no matter where they interact with the brand. This thoughtful approach not only helps build lasting relationships but also positions Crawford as a brand that truly listens and cares.

Creating Crawford’s website wasn’t just about aesthetics—it was about giving customers a seamless, enjoyable experience from start to finish. Since we knew the audience valued both luxury and convenience, we chose Shopify as the platform to build on. Shopify’s reliable e-commerce features made it the perfect choice for a high-quality, user-friendly site.

We designed the website to be responsive, meaning it looks and works great on any device, whether someone’s browsing from their phone or sitting down with a laptop. Speed and security were top priorities, so we made sure the site loads quickly and keeps user data safe.

By taking a thoughtful, strategic approach to both design and development, SimplePlan successfully translated Crawford Stone Company’s brand identity into a polished, user-friendly digital experience. The website is not just a sales platform—it’s a reflection of Crawford’s passion for ethical luxury and personalized craftsmanship.