Jessica Mccormack
A refined Klaviyo email design system for luxury fine jewellery brand Jessica McCormack, created to support consistent, commercially effective CRM without diluting the brand experience.
SERVICES
When the average order value is high, every digital touchpoint has to earn its place.
Jessica McCormack is a luxury fine jewellery house known for contemporary diamond jewellery that combines antique inspiration with modern wearability. Founded in 2008, the brand draws on Jessica’s background at Sotheby’s and traditional Georgian goldsmithing techniques, with pieces handmade by specialist craftspeople in its Mayfair workshop. Working via Victoria ap Gwynedd of APG Marketing, Soley Creative was brought in to create the Klaviyo email design system that would support the brand’s wider CRM activity.
A refined email system designed to sit comfortably within a luxury jewellery customer journey.
For a brand operating at this level, email has to do more than communicate offers or product launches. It forms part of the wider luxury customer experience. The challenge was therefore to create a master template that could support regular campaigns and automated journeys while maintaining the visual restraint, confidence and sense of craftsmanship already established across the Jessica McCormack brand. Flexibility mattered, but so did discipline: the system needed to make email easier to execute without making it feel templated.
Reusable modules create consistency while preserving a considered, high-value feel.
Product imagery, hierarchy and space work together to protect perceived value.
Soley Creative designed a modular Klaviyo master template using reusable, best-practice content blocks that could be mixed and matched across BAU campaigns and future automations. The structure was designed to give high-value product imagery appropriate space, maintain clear hierarchy and create purposeful routes through the email without crowding the customer. Rather than introducing a new visual language, we worked within Jessica McCormack’s supplied identity, translating it carefully into an email system that could be used repeatedly without compromising brand consistency.
One flexible design system supporting campaigns and automated customer journeys.
The finished template gave Victoria ap Gwynedd the design framework needed to carry out the wider CRM and email work, while giving Jessica McCormack a clearer system for ongoing campaigns and automations. The value lies in consistency and efficiency: fewer repeated design decisions internally, a more recognisable inbox experience for customers and a stronger link between CRM activity and the rest of the luxury brand world. For a business selling considered, high-value pieces, that continuity helps protect perceived value and long-term brand equity across every send.
A consistent inbox experience designed around the needs of a luxury customer.
MORE PROJECTS TO LOVE
