A Weathered Penny

Ecommerce website design and development showcasing their stylish, minimal jewellery


A Weathered Penny (AWP) is a UK based jewellery brand that produce a range of products specifically for women and children. Their jewellery is handmade to the highest standard and attention to detail is present throughout. They focus strongly on a quality finish, which gives their products a beautiful contemporary look, ensuring their jewellery remains stylish for every season.


A Weathered Penny had outgrown their previous eCommerce website. With the business going from strength to strength, founder Kayleigh began to envisage a refreshed and revitalised eCommerce website. The vision was to authentically reflect the company’s identity and create a website that could accommodate AWP’s progression. Being well-versed in eCommerce design and development, FDRY shared Kayleigh’s vision, a stylish site that provided a seamless user journey.

The FDRY design team started by evaluating the existing site. Seeking out what was working, and what areas needed work in accordance with user behaviour. This gave us great insight into creating a data-led design that built upon an innovative and already thriving structure.


From the logo, branding guidelines and inspiration discussions with the AWP design crew, FDRY got to work. This led to us creating a minimal yet impactful website design. With their product being heavily visual, it was important for the website design to support stunning product photography. This meant the AWP range could be displayed in a clear and enticing manner.

FDRY utilised all of our expertise in order to ensure that the layout and structure of the AWP ecommerce website delivered a smooth navigation, from site entry to product purchase. The user journey of AWP’s target market was at the centre of the wireframes and site structure proposed by our designers. This was so that once it was developed, the AWP website would present a pleasant online shopping experience.


The result is a prime example of how FDRY develop robust eCommerce websites. These websites do not compromise on design and branding whilst simultaneously striving for strong functionality. The product listing pages make the most of the great photography, allowing a model image to appear when a user hovers over a product. This functional element perfectly showcases each product and simultaneously acts as an engaging interaction.

The product pages use large images of jewellery pieces and incorporate a detailed zoom feature. This is to display them in their full glory and give users a comprehensive view. The ecommerce website teams a brand-faithful design with a seamless user journey, giving A Weathered Penny a great online shopping platform to accompany their continued growth as a brand.

A visual extension of the brand's minimal and stylish identity.

We love how all the design features of the website compliment the user’s navigation journey whilst reflecting brand identity.

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