Beyond the perfect cut, a global commerce operation

The direct-to-consumer storefront had to do three things at once: carry the new brand identity, serve six markets from one place, and move a customer from admiring the craft to owning it.

We designed the flagship around the product, giving the signature cut room to breathe on the page and a path to purchase that never gets in its way.

Espyus led the program end to end. We set design direction in review with global leadership, held scope against a fixed launch date, and drove the build through to release.

Direction wasn't handed down. It was set market by market, decision by decision, with the brand's non-negotiables held through every tradeoff.

One team owned the outcome, from the first design review to the last release, so nothing was lost in a handoff between strategy, design, and engineering.

A luxury customer is learning before they're buying. The site meets them there, with editorial on the cut, the setting, and the stone placed at the moments a considered buyer is comparing.

The teaching never interrupts the buying. Story and product sit together, so understanding the craft and choosing a piece are the same motion.

Every asset was directed to hold the diamond's signature return of light, the detail the brand is known for, across still photography and motion alike.

One art direction runs from the hero video to the last product tile, so the brand reads the same on every page and in every market.

Espyus led Hearts On Fire's direct-to-consumer business off a legacy Sitecore multi-site and onto Salesforce Commerce Cloud, bringing six markets onto a single storefront platform.

Design direction, the engineering build, and the catalog and content migration had to land together, against a fixed launch date. What came out of it is a storefront Hearts On Fire's merchandising and editorial teams run day to day, putting campaigns and collections live without waiting on a release. The standard the brand is built on is now held by the people closest to it, in every market it sells in.