Felix&Friends delivers 37% sales increase for Kiki McDonough with new e-commerce platform
Felix&Friends creates luxury e-commerce experiences and digital platforms for distinguished jewellery brands serving ultra-high-net-worth collectors. Our website redevelopment for Kiki McDonough, one of Britain's most desirable luxury jewellery designers, demonstrates our approach to combining sophisticated visual presentation with commercial effectiveness. The result: a 37% increase in online sales alongside substantial improvements across all key performance metrics.
Kiki McDonough creates timeless luxury jewellery
Kiki McDonough has spent over 30 years building exceptional reputation within the luxury jewellery sector through striking colour combinations and timeless, wearable designs. Each piece features exquisite gemstones hand-chosen for exceptional quality, with particular emphasis on colour and clarity. This meticulous approach to stone selection and design innovation has established Kiki McDonough as a defining voice in British luxury jewellery, attracting discerning collectors who value both exceptional craftsmanship and contemporary aesthetic sensibility.
The brief Felix&Friends received was clear: showcase the coloured jewellery as prominently as possible whilst making pieces easier to find, thereby driving sales conversion. This required balancing visual sophistication appropriate for luxury jewellery presentation with intuitive navigation that serves sophisticated customers researching significant purchases.
Substantial Performance Improvements Across All Metrics
Felix&Friends delivered comprehensive performance improvements beyond the headline 37% sales increase. The website redevelopment increased the sales conversion rate by 11% per transaction, demonstrating that more visitors who explore collections proceed to purchase. Average order value rose by 36% per sale, indicating customers either purchase higher-value pieces or acquire multiple items per transaction. Most significantly, both transactions and page views tripled, showing the new platform attracts more visitors whilst converting them more effectively.
These combined metrics represent substantial commercial success. The 37% sales increase reflects not merely incremental improvement but fundamental transformation in how effectively the digital platform converts interest into purchases.
"We are delighted with the rise in sales from the new website, our customer feedback has been excellent. The 37% increase in online sales is a direct result of the new website and intuitive design from Felix&Friends. Our customers are now able to find and view our product easier than ever before, therefore driving sales."
Octavia Tidswell-Norrish, Marketing Manager at Kiki.co.uk
Strategic Approach: Colour-Immersive Digital Experience
Felix&Friends' approach centred on leveraging Kiki McDonough's signature design element: colour. The website employs colour as primary navigation experience, accentuating the extraordinary range of gemstones across collections. This colour-immersive strategy educates customers about sophisticated gemstone combinations whilst engaging them emotionally with the jewellery's visual impact.
Navigation architecture balances multiple browsing approaches: by collection, by gemstone type, by colour palette, by price range. This flexibility accommodates different customer research patterns, whether collectors seek specific gemstone types or explore broadly across offerings.
The platform presents comprehensive product information and striking visuals that capture bold colours, unusual combinations and intricate settings, conveying the design skill and craftsmanship invested in every piece. This approach successfully translates Kiki McDonough's exceptional quality into digital experience that drives measurable commercial results.
Showcasing Craftsmanship Through Visual Storytelling
The website makes extensive use of striking visuals that capture the bold colours, unusual combinations and intricate settings characterising Kiki McDonough's work. Effective luxury jewellery photography requires technical excellence: capturing gemstone brilliance, revealing metalwork detail, communicating scale and wearability. Felix&Friends' digital platform presents imagery that conveys the design skill, quality and craftsmanship invested in every piece.
Collections receive distinct presentation approaches appropriate to their positioning. The highly sought-after Special Editions Collection, featuring unique or limited-production pieces, receives dedicated showcase treatment that emphasises exclusivity and exceptional design innovation. These pieces attract serious collectors seeking jewellery that transcends conventional luxury categories, offering genuine artistic merit alongside investment value.
Crafting Better User Experience and Intuitive Navigation
Felix&Friends restructured website navigation to ensure smooth, intuitive customer journeys. Ultra-high-net-worth jewellery collectors expect digital experiences that respect their sophistication whilst providing comprehensive product information. Navigation architecture balances multiple browsing approaches: by collection, by gemstone type, by colour palette, by price range. This flexibility accommodates different customer research patterns, whether someone seeks specific gemstone types or explores broadly across collections.
Perfect Collaboration: UHNW Sector Expertise
The e-commerce functionality maintains the desire and elegance aligned for luxury jewellery retail. Purchasing processes feel effortless, with clear information presentation and secure payment processing integrated seamlessly within the refined Kiki aesthetic.
Felix&Friends' extensive experience delivering high-end digital projects for the ultra-high-net-worth sector proved ideal for collaboration with Kiki McDonough. Understanding the expectations, aesthetic sensibilities and purchasing behaviours of sophisticated jewellery collectors informed every design decision, ensuring the website serves both brand positioning objectives and commercial requirements whilst maintaining the sophistication this discerning audience expects.
Felix&Friends deliver Online Sales Results
Felix&Friends crafts digital platforms and build brand strategy that drive online sales performance. We deliver conversion-focused experiences, optimise customer journeys and builds brand presence that strengthens purchase intent. We deliver increased dwell times, transaction values and build sustained commercial growth, increased revenue and measurable brand impact.
We are a strategic luxury brand, narrative and digital design agency.
We work with luxury, lifestyle, property and commercial brands.
We solve business challenges to strengthen commercial performance.
We build brand authority for clients that establishes market distinction.
If you would like to meet Felix&Friends and discuss a potential new launch or existing project together, we would be happy to talk and hear more.
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Our Journal
View AllFelix&Friends creates event design and brand identities for distinguished charitable organisations across the UK and internationally. Our ongoing collaboration with the Royal Flying Doctor Service (Friends in the UK) demonstrates our commitment to supporting vital humanitarian organisations through sophisticated event design and comprehensive sponsorship. The 90th Anniversary Gala in 2018 raised £175,000 for essential medical services across remote Australia.
Felix&Friends orchestrated the visual identity and event design for the Royal Flying Doctor Service's 2022 London Gala, which raised over £84,000 for the Australian medical aviation charity. The evening represented a notable departure from the agency's characteristic refinement, embracing instead the exuberant spirit required by the occasion with an evening of theatrical entertainment in central London.