Brand unveils new e-commerce site to tell story behind collections.
Hannah Martin London has revamped its website ahead of Christmas with the aim of simultaneously telling the stories behind its collections and selling jewellery.
The brand launched the site with events both on- and offline, and has dubbed the new site “a new destination and inspiration portal”.
The Hannah Martin London site has been redesigned to give the brand’s fans and clients more background information about each of its collections, which are often quirky in their inspirations – for example French author Voltaire was the influence behind the brand’s last The Man Who Knows Everything line.
“Focusing on the houseʼs widely recognised signature for understated elegance, the site reflects at all times Hannahʼs approach to design through narrative,” said a release from the brand.
“Jumping between exploring in detail a piece to then read the story behind the collection, and see some behind the scenes shots of our photo shoots and events are all simple feats now,” said Martin, founder of the eponymous brand.
“Communicating the story behind the product is incredibly important to our private clients, returning to us time and again for our ‘crafted by hand in London’ pieces. We felt it was time to share the studio experience with the world.”
The brand has carried out market research into its clients and found that most of them were aesthetic buyers and information seekers who wanted to know as much as possible about the pieces they were buying. Its clients also took the form of both men and women, which the brand says aligns with its portrayal as an androgynous jewellery company.
The newly launched site now includes a zoom function on all jewellery images and proportion shots for pieces within the basket are all available. It will also offer more insight into the brand’s projects and also has a bespoke enquiries section, which accounts for a growing part of Hannah Martin’s business.
Martin’s business partner and communications director, Nathan Morse, said although the industry is often told that people ʻsimply do not buy jewellery onlineʼ the brand has noticed a paradigm shift in recent years, with online sales growing exponentially.
“We are thrilled to be able to invite clients into the new site, hopefully it will show her incredible wealth of knowledge and the level of creative reference in all collections and in every piece that she develops,” said Morse.
“We are so pleased to be able to share the design process and studio with the world for the first time.”