CoolBrand CR: Store Redesign
Brand-aligned Shopify redesign for Costa Rica's premier luxury watch and jewelry consignment boutique. Dark editorial aesthetic, WhatsApp-first conversion path, 0 to 100+ inquiries.
The Context
CoolBrand CR is a luxury consignment boutique in Costa Rica: collector watches, fine jewelry, premium handbags, items that can be worth tens of thousands of dollars. Their Shopify site had consistent organic traffic. What it didn't have was a single inquiry. The design felt generic: visually misaligned with the luxury positioning the brand was going for, a cluttered layout with inconsistent category structure, and a standard checkout flow that made no sense for high-value items where customers want to talk before committing. Traffic without conversion is a design problem, not an SEO problem.
The Solution
The redesign started from a single insight: for luxury consignment, the shopping cart is the wrong interface. Customers need to ask about condition, provenance, and pricing before committing. Every layout decision, from the aesthetic to the conversion path, followed from that.
A dark editorial aesthetic
Dark backgrounds, gold accent typography, high-contrast hero imagery: a layout that reads like a collector's magazine, not a commodity store. Chosen to signal exclusivity and brand authority, not just style.
WhatsApp as the primary CTA
A floating WhatsApp button persistent across every page, plus a per-product inquiry CTA above any cart option. One tap from browse to conversation, regardless of where the customer is in the site.
An architecture that reflects the business
New section hierarchy matching how CoolBrand's customers actually shop and how the business actually works: editorial collection entry points, consignment intake surfaced prominently, and an inquiry capture for customers searching for specific pieces.
The Results
Measurable outcomes from the engagement.
Honestly, I think we have the best jewelry website in Costa Rica, by far. It came out incredibly well.
Sebastián Soto
CoolBrand CR