EGEA Jewels
Dtc Strategy · Product Merchandising · International Growth
/ Overview
EGEA had developed a substantial handmade jewelry assortment, while the commercial structure around it remained difficult to navigate. Entry products, core pieces and signature designs lacked a clear hierarchy, product discovery was weak and the ecommerce experience remained heavily centred on the domestic market.
The review focused on five issues: Unstructured Product Assortment, Unclear Entry Price Offer, Poor Product Discovery, Underperforming Direct Channel and Unfocused International Expansion.
WØM reorganised the commercial proposition around product hierarchy, collection logic, merchandising, ecommerce and priority international markets.
The work also included information architecture, UX, editorial product presentation, creative direction and web design, giving EGEA a clearer digital environment for collection discovery and direct international sales.
The first ecommerce conversion following the restructuring came from Germany, one of the priority markets identified during the work.
/ Project Details
Client: EGEA Jewels
Industry: Jewelry & Direct to Consumer Ecommerce
Date: 2024-2025
[ Challenges/Solutions ]
FIVE COMMERCIAL ISSUES
01 · UNSTRUCTURED PRODUCT ASSORTMENT
A growing range had developed without a clear commercial hierarchy between core products, signatures, seasonal pieces and products with stronger acquisition potential.
Applied: Assortment Audit · Product Range Architecture · Collection Architecture · Core Range Definition · Seasonal Assortment Strategy · Hero Product Strategy
The assortment was reviewed according to commercial role, identifying products that could drive discovery, define the brand and support a clearer buying path across collections.
02 · UNCLEAR ENTRY PRICE OFFER
Customers had no clearly structured way to enter the brand at different price points or purchase occasions, limiting the role of entry products, gifting and higher value pieces within the same range.
Applied: Entry Product Strategy · Merchandising Strategy · Product Segmentation · Purchase Occasion Strategy
Price points and product roles were reorganised to create clearer entry, core and higher value purchase opportunities across the assortment.
03 · POOR PRODUCT DISCOVERY
A broad catalogue was difficult to navigate when products were organised mainly by internal collection logic rather than by how customers actually browse and choose jewellery.
Applied: Product Discovery Strategy · Ecommerce Information Architecture · Category Strategy · On Site Merchandising · Product Page Strategy · Search Intent Mapping
Categories, collection relationships and product pathways were rebuilt around customer discovery, making more of the existing assortment commercially visible.
04 · UNDERPERFORMING DIRECT CHANNEL
The ecommerce site displayed the range but did not yet make merchandising, brand value, product discovery and conversion work together as a direct sales channel.
Applied: DTC Ecommerce Strategy · Conversion Journey Design · Value Communication · Premium Positioning · Craftsmanship Positioning · Ecommerce SEO Strategy
The direct channel was restructured around stronger product hierarchy, handmade value, clearer purchase routes and search visibility beyond individual product names.
05 · UNFOCUSED INTERNATIONAL EXPANSION
International growth was being considered without a clear view of where demand, product fit and search opportunity were strongest.
Applied: International Market Analysis · Market Prioritisation · Search Demand Research · Cross Market Positioning · International Ecommerce Strategy
Germany, France and the US were identified as priority markets, giving international ecommerce development a clearer commercial sequence rather than treating expansion as a generic translation exercise.
[ Provided services ]
Product Positioning
Commercial repositioning of the jewelry assortment around product role, perceived value, entry products, core pieces and signature designs.
Premium Ecommerce Strategy
Ecommerce strategy developed around product discovery, collection browsing, direct sales and a more coherent relationship between assortment, pricing and digital presentation.
Creative Direction & Strategic Web Design
Creative direction, information architecture, UX and web design developed to give the brand a more distinctive digital presence and a stronger product led ecommerce experience.
International Ecommerce Growth
Market prioritisation and ecommerce planning designed to support direct international sales, with product presentation and commercial structure adapted for audiences beyond the domestic market.
Strategic review for product led brands
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