Ecommerce Web Design Luxury Goods Bespoke Commerce

OJ Exclusive — Bespoke Luxury Ecommerce

A full ecommerce redesign for a Netherlands-based atelier crafting 24K gold iPhones, Apple Watches, and exotic-leather goods — replacing a conventional storefront with an editorial, price-on-request shopping experience built around bespoke customization.

Client OJ Exclusive

Role UI/UX & Web Design

Industry Luxury / Bespoke Goods

Scope Full Ecommerce System

OJ Exclusive — 24K Gold iPhone 15 Pro Max Homepage Hero

Overview

OJ Exclusive is a Netherlands-based atelier that hand-crafts 24K gold-plated iPhones and Apple Watches, exotic crocodile and python leather bags, custom jewelry, jackets, and shoes — every piece made to individual specification.

The brief was to design a complete ecommerce experience spanning the full customer journey: homepage, navigation, category browsing, product pages, a bespoke configurator, cart, checkout, blog, and account flows. The catch — nothing on the site has a fixed price. Each product is a starting point for a personal commission, so the entire system had to sell desire and craftsmanship first, and collect a price request second.

The Challenge

Selling five-figure bespoke commissions online means the usual ecommerce playbook — prices, an "Add to Cart" button, instant checkout — doesn't apply.

No Price, High Trust Bar

Every piece is quoted individually. Visitors had to be confident enough in the craftsmanship to hand over their contact details without ever seeing a number.

Six Categories, One Identity

Gold-plated phone hardware, snakeskin bags, fine jewelry, leather jackets and shoes all photograph differently. The system needed to feel like one atelier, not six catalogs.

Deep Configuration Complexity

A single duffle bag alone carries size, color, leather type, striping, handle, metal hardware, and stitching options — all needing an interface that stays calm, not overwhelming.

Strategy

Three decisions shaped every screen that followed — before a single pixel of the homepage was drawn.

Editorial Minimalism

Wide-tracked type, generous white space, and a black/gold-only accent palette — letting white-glove product photography carry the luxury cue instead of decoration.

Bespoke-First Commerce

Replace "Add to Cart → Pay" with "Configure → Submit Price Request → Personal Follow-up," reframing checkout as a concierge intake, not a transaction.

One Grid, Every Category

A single square-crop product grid and spec-list pattern applied everywhere, so a gold iPhone and a crocodile handbag read as the same brand.

Navigation & Discovery

With phones, watches, jewelry, bags, jackets, and shoes all under one roof, findability had to do a lot of quiet work.

A full-height mega menu breaks the catalog into three columns — top-level categories, sub-categories, and a live editorial image — so a visitor lands directly inside the material or product family they came for. A predictive search panel surfaces matching categories as soon as typing starts, cutting the path from "Apple Watch" to the right shelf to a single keystroke sequence.

Category & Filtering

Category pages needed to feel like a gallery wall, not a spreadsheet of SKUs.

Every listing uses the same square product frame and centered caption regardless of category, with filtering by type, color, and size tucked into a quiet sidebar rather than a dominant toolbar. The goal was a page a visitor would scroll for the photography alone.

Product Page

The product page carries the hardest job on the site: presenting seven-plus customization variables without turning the page into a configurator form.

Size, color, leather, striping, handle, metal hardware, and stitching are each collapsed into a single swatch row, so the page reads as a product photo first and a spec sheet second. Instead of a price, the primary action is split in two — "Price on Request" for the piece as shown, and "Bespoke This Product" for a fully custom version — giving every visitor a next step regardless of budget or intent.

The Bespoke Flow

This is the heart of the redesign — the flow that turns a browsing visitor into a commissioned order.

A dedicated Configurator hub presents every craftable category — alligator jackets, iPhones, Apple Watches, iPhone cases and more — as its own tile with a single "Design Your Own" entry point. From there, a focused Bespoke form collects the product, contact details, order notes, and an optional reference image in one uninterrupted scroll, ending in a single, unambiguous call to action: submit a price request rather than complete a purchase.

Cart & Checkout, Reframed

Without prices, a standard cart and checkout stop making sense — so both were rebuilt around a request, not a transaction.

Cart totals removed entirely — quantity and product are all that's tracked

Checkout collects billing and contact details, with "On Request" standing in for price at every step

Primary action relabeled from "Place Order" to "Submit Your Price Request" throughout

Worldwide shipping, warranty, and secure payment badges kept visible to offset the lack of an upfront price

Content & Account

A journal of craftsmanship stories keeps the brand present between purchases, while account flows stay out of the way.

The blog uses the same photography-led grid as the shop, so behind-the-scenes crafting shots do double duty as product marketing. Login and registration open in a slide-in panel over a darkened homepage rather than a full page navigation, keeping a visitor's place in the catalog while they sign in.

Results

One System, Six Categories

Phones, watches, jewelry, bags, jackets, and shoes now share a single grid, type scale, and configuration pattern.

Commerce Without a Price Tag

Cart and checkout were rebuilt end-to-end around price-on-request, turning every flow into a qualified lead rather than an abandoned cart.

16 Templates, Fully Handed Off

Homepage through blog, search, and account states — every screen designed and ready for development handoff.