Felix&Friends delivers 37% sales increase for Kiki McDonough 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 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.
Octavia Tidswell-Norrish, Marketing Manager at Kiki.co.uk, confirmed:
"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."
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.
User Experience: Intuitive Navigation for Sophisticated Customers
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.
Signage placement, scale and material specifications were developed in close collaboration with British Land, Squire & Partners and Martin Kemp Design, ensuring seamless integration with architectural and interior design schemes. This collaborative approach ensures signage elements were sympathetic rather than compromise the carefully orchestrated aesthetic experience residents encounter throughout Clarges Mayfair.
Establishing London's New Residential Pinnacle
British Land has developed a new icon and pinnacle of residential living for London through Clarges Mayfair. The development represents the convergence of distinguished architectural design, exceptional interior specification, and meticulous attention to detail that defines truly outstanding residential property. Felix&Friends' contribution through bespoke pattern design and comprehensive signage creates visual continuity and distinctive identity that reinforces Clarges Mayfair's position as one of London's ultimate residential addresses.
The collaboration demonstrates Felix&Friends' approach to luxury property sector work: creating bespoke visual languages that express development positioning through refined design solutions rather than obvious branding. For developments serving ultra-high-net-worth international residents, this subtlety proves essential. Sophisticated buyers expect environments where design excellence speaks through quality and detail rather than prominent branding or decorative excess.
Felix&Friends remains proud to contribute to this exceptional Mayfair development, creating visual elements that will define residents' daily experience for decades to come.
Our Journal
View AllThe branded residences sector has evolved from niche luxury offering to one of the fastest-growing segments within global real estate, yet no single platform existed to serve this sophisticated market comprehensively.
Martin Kemp Design is a highly creative design studio, producing some of the world’s finest solutions for interiors, developments, architecture, yachts, private jets, cars, furniture and product. Martin Kemp Design was recently awarded a ‘Great British Brand’ for 2017 by Country and Town House Magazine.