WJ Shaw Jewellers

WJ Shaw Jewellers is a family-run business rooted in craftsmanship, with a long-standing reputation for bespoke jewellery created in-house at their Yorkshire workshop. While the quality of their work was exceptional, their brand and online presence no longer reflected the level they had reached.

The opportunity was to reposition the business with a more refined and considered identity. Moving away from the typical jewellery aesthetic, which often feels overly traditional or generic, the focus was on creating something that felt elevated, timeless and quietly confident. It was important to bring forward both sides of the brand. The heritage and expertise behind the pieces, alongside a more modern, editorial feel that would resonate with a wider audience.

The identity was built to reflect the simplicity and detail of the jewellery itself. From brand marks and typography to layout direction and packaging, every element was designed to feel cohesive and intentional. This extended into the Shopify website and photography direction, ensuring the full experience, from first interaction to purchase, felt aligned and elevated.

Since launch, the brand has seen a significant increase in online sales and was shortlisted for Bespoke Jeweller of the Year at the UK Jewellery Awards — a reflection of what happens when a brand fully supports the quality of the product behind it.

“All the work Alison did on our branding played a key part in helping us reach such a high standard. Since launch, our online sales have increased significantly, and being shortlisted for the UK Jewellery Awards is a huge milestone for our business.”

Heather Brett, Managing Director