The Catalyst
Deepa Gurnani is a globally recognized luxury accessories and jewelry brand Artisanal handmade jewellery, whimsical inspiration, detailing that does the work of an entire brand voice. The campaigns are strong. The collections are stronger. What the brand needed was a digital home that could carry that story into a new market. India. The launch into Indian D2C had to read as confidently as the brand reads in the US, on a site that handled both stores at once. And alongside DG, the parent atelier, Feel Well Garments, needed its own positioning made visible.
The process moved across two brands at once. Working with the DG and Feel Well teams in parallel, we built a digital system that held both atelier and house under one engagement.
The objective was to give artisanal jewellery a digital home as detailed as the work itself, ready for two markets and two audiences.
Every design decision was shaped by the tension between maximalist craft and minimalist clarity.
The Move
For Deepa Gurnani, the site is narrative first. The landing page reads as an editorial moment, not a product grid. Each PDP shows every angle of a piece in the first viewport, no scroll, no swipe, so the detail does its work before the buy button is even reached. The build is custom on Shopify, fast despite the image weight, and serves both the Indian and international stores from a single system.
For Feel Well Garments, the parent atelier, the work was about positioning. Feel Well stands on craft, but it stands equally on the craftsmen. The brand cares for the technique and for the artisans who carry it. We built a site that made that ethos visible. Credibility, expertise, and exclusivity, told through the people behind the work, not just the work itself.
Through this build, IVAMO Studios helped Deepa Gurnani enter the Indian D2C market with the same confidence the brand carries in the US, and gave Feel Well Garments a digital home that honours the artisans behind every piece. The result is not just two websites, but a digital ecosystem that holds a jewellery house and the atelier behind it, in one story.
