Aelunis
overview
Born out of the pandemic in 2020, Aelunis was created to fill a gap in the jewelry market: the vast chasm between disposable, low-quality fast-fashion pieces and unreachable luxury pricing. Aelunis bridges this gap by offering a curated collection of handmade necklaces, bracelets, and earrings. Striking a deliberate balance between trendy and timeless, the brand delivers ethically-made, sustainable jewelry that feels elevated yet accessible to prove that style and ethics don't have to carry a luxury markup.
Timeline
May 2020 - June 2023
SKILLS
User Research, Product Design, Brand Design, Photography, Marketing, Copywriting, Product Management
00. Goal
How can jewelry enthusiasts find affordable, classy, and unique pieces?
01. Research
scope
Audited product offerings, pricing tiers, branding positioning, and user experience/navigation across competitor sites (Mejuri, En Route, Ana Luisa)
key takeaways
Mejuri: Strong brand authority, but higher price points create barrier for accessible everyday wear.
En Route & Ana Luisa: Affordable options, but heavy reliance on fast-fashion supply chains or trendy, non-durable designs.
Opportunity Space: An accessible, mid-tier price point offering unique, handmade everyday jewelry without contributing to fast-fashion waste.
02. Product & Brand Development
BRAND DESIGN
The brand identity for Aelunis was built around three core pillars: playful, elegant, and modern. To bridge these contrasting tones, the visual system pairs a sophisticated neutral and ink-dark palette with deliberate pops of lilac. This balance allows the brand to remain clean and high-end while leaving room for whimsical, thematic touches across social and packaging—anchored by a signature spark motif that threads the visual identity together
PACKAGING design
To bridge the gap between affordable pricing and a luxury experience, the unboxing strategy focused on tactile storytelling. Layered materials—including pearlescent cardstock, textured canvas pouches, and satin ribbon—were curated to maximize perceived value and sensory engagement. Playful brand touchpoints, like casual messaging and hand-written customer names, balanced the elevated aesthetic with an intimate, personal touch. Upon opening the box, customers were greeted with a cheeky #goodbyeclichejewelry stamped on the inside.
Achieving a luxury unboxing experience on a budget required strategic choices: investing in high-impact focal points (like custom, reusable canvas pouches and vinyl stickers) while keeping structural elements simple and cost-effective (printing the cards at home).
03. Socials
Instagram was the main platform through which I curated Aelunis’s social image. I took product and model photos to curate a Pinterest-like feed. Recognizing that product-only feeds struggle with long-term engagement, I integrated aspirational lifestyle imagery to elevate the account into an aesthetic, mood-board experience that drives discovery and retention.
04. Website Development
Using Squarespace, I designed the online site for Aelunis. The site features high-definition photography, clear navigation, and modern styling of item pages.
Homepage Hero
Combining an immersive lifestyle split-screen image with clear value-prop icons ("Based in LA," "Ethically Made," "Fair Pricing") right below the fold to humanize and add transparency for shoppers.
Collection / Catalog Grid
Clean, minimalist grid layout with consistent product photography (neutral background, centered items) and clear status indicators.
Product Detail Page
A multi-photo gallery paired with progressive disclosure to hide secondary details (like care instructions and material specifics) behind clean accordions keeps the primary purchase area clean while letting deep-dive users find what they need, minimizing cognitive clutter.
