Kiki McDonough
Felix&Friends accelerated Kiki McDonough's growth through a new website that championed her signature use of colour. We streamlined the user journey to help customers discover collections and special edition pieces more intuitively, extending the brand's reach well beyond its Sloane Square flagship. The result is a confident digital presence that places Kiki's chromatic vision at the heart of the experience.
Sales Results Felix&Friends delivered Kiki McDonough a 37% increase in online sales year on year for 4 consecutive years since the launch of the new website. Upped the sales conversion rate by 11% per sale. Raised the average order value by 36% per sale.
With a distinctive flair for vibrant gemstones and a talent for creating modern fine jewellery for everyday wear, Kiki McDonough has built a global following that extends far beyond her flagship boutique near London's Sloane Square. Her collections appeal to women of all ages, offering wearable pieces for any occasion.
Where traditional luxury jewellery houses typically favour white diamonds and silver tones, Kiki's signature approach embraces bold colour combinations and bright gemstones, setting her apart in a conservative market. Over the past decade, the brand has experienced significant growth, attracting an increasingly international clientele drawn to these original, collectible designs. Felix&Friends was appointed to create a digital presence worthy of this evolution, developing a website that would showcase Kiki's chromatic vision whilst making her diverse collections more accessible to discerning customers worldwide.
The new platform was designed to give each piece genuine impact through refined presentation and intuitive navigation. Given that every Kiki McDonough collection possesses its own distinct character, we created an interface that offers users an immediate introduction to each range. The result is a sophisticated browsing experience where the jewellery takes centre stage, supported by imagery that captures the luminosity and craftsmanship of every piece.
We developed an elegant filtering system allowing customers to search by gemstone, colour, collection or gold type, streamlining the discovery process without compromising the editorial feel. This practical enhancement ensures that whether a client seeks a particular sapphire shade or wishes to explore rose gold pieces, the journey remains effortless.
The website introduces several features designed to deepen customer engagement. For the first time, Kiki Special Editions are available to purchase online, extending accessibility to these coveted limited pieces. The new Kiki Loves section provides a personal dimension, where Kiki shares the inspiration behind her latest creations, styling suggestions and her perspective on contemporary jewellery. This editorial content creates meaningful context for the collections whilst reinforcing the brand's authority and authenticity.