Denys Tytskyi — Sr. Product Designer

01. Product Context & Constraint

Hatton Labs is a London-born jewellery brand — designed in the UK, hand-crafted in Italy, with over 100K pieces shipped worldwide and press from GQ, Vogue, Hypebeast. The brand had outgrown its site. The visual identity had moved on; the e-commerce hadn't. Outdated design, missing infrastructure, and a shopping experience that didn't match the ambition of a brand scaling globally

The brief: bring the site up to the level of the product and the press it was already getting

02. Design Approach

About half the site was redesigned, the other half built from scratch. The focus throughout was the same: make the product easy to find, easy to evaluate, and easy to buy — across rings, bracelets, chains, pendants, and earrings, each with their own sizing logic

The catalog introduces switchable grid density (4 or 6 columns), letting users choose between editorial browsing and efficient scanning. Filtering accounts for the real complexity of jewellery sizing — rings, bracelets, chains, and accessories each have independent size scales, surfaced contextually rather than dumped into a single dropdown. Product pages carry the full decision stack: material variants, size selection with an integrated international size guide, stock-aware states (notify when available, sold out), reviews with ratings, and expandable delivery and care details

A full editorial system was designed from scratch — not a blog bolted on, but a content layer woven into the brand experience. Categorised by format (Studio Visit, Off-Camera, The Look, Raw Archive, Editorial), it gives the brand a publishing voice that feeds back into product discovery

03. System & Outcome

The redesign covered every surface: homepage, catalog, PDP, search with predictive results and recommendations, full auth system, account management, bag and wishlist drawers, Help Center with structured FAQs, contact with typed enquiries, product care, size guides per category, region selector, and cookie management.

A brand that was already winning culturally now has a site that can keep up commercially — converting attention into revenue at the scale the product demands.

01. Product Context & Constraint

Hatton Labs is a London-born jewellery brand — designed in the UK, hand-crafted in Italy, with over 100K pieces shipped worldwide and press from GQ, Vogue, Hypebeast. The brand had outgrown its site. The visual identity had moved on; the e-commerce hadn't. Outdated design, missing infrastructure, and a shopping experience that didn't match the ambition of a brand scaling globally

The brief: bring the site up to the level of the product and the press it was already getting

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01. Product Context & Constraint

Hatton Labs is a London-born jewellery brand — designed in the UK, hand-crafted in Italy, with over 100K pieces shipped worldwide and press from GQ, Vogue, Hypebeast. The brand had outgrown its site. The visual identity had moved on; the e-commerce hadn't. Outdated design, missing infrastructure, and a shopping experience that didn't match the ambition of a brand scaling globally

The brief: bring the site up to the level of the product and the press it was already getting

02. Design Approach

About half the site was redesigned, the other half built from scratch. The focus throughout was the same: make the product easy to find, easy to evaluate, and easy to buy — across rings, bracelets, chains, pendants, and earrings, each with their own sizing logic

The catalog introduces switchable grid density (4 or 6 columns), letting users choose between editorial browsing and efficient scanning. Filtering accounts for the real complexity of jewellery sizing — rings, bracelets, chains, and accessories each have independent size scales, surfaced contextually rather than dumped into a single dropdown. Product pages carry the full decision stack: material variants, size selection with an integrated international size guide, stock-aware states (notify when available, sold out), reviews with ratings, and expandable delivery and care details

A full editorial system was designed from scratch — not a blog bolted on, but a content layer woven into the brand experience. Categorised by format (Studio Visit, Off-Camera, The Look, Raw Archive, Editorial), it gives the brand a publishing voice that feeds back into product discovery

03. System & Outcome

The redesign covered every surface: homepage, catalog, PDP, search with predictive results and recommendations, full auth system, account management, bag and wishlist drawers, Help Center with structured FAQs, contact with typed enquiries, product care, size guides per category, region selector, and cookie management.

A brand that was already winning culturally now has a site that can keep up commercially — converting attention into revenue at the scale the product demands.

01. Product Context & Constraint

Hatton Labs is a London-born jewellery brand — designed in the UK, hand-crafted in Italy, with over 100K pieces shipped worldwide and press from GQ, Vogue, Hypebeast. The brand had outgrown its site. The visual identity had moved on; the e-commerce hadn't. Outdated design, missing infrastructure, and a shopping experience that didn't match the ambition of a brand scaling globally

The brief: bring the site up to the level of the product and the press it was already getting

Read All