Selin Kent, a New York fine jewelry house, partnered with us to rebuild its website and search foundation. The work covered site structure, user experience, SEO, and AI visibility for a brand that treats jewelry as modern talismans.
Short-term: Build a strong foundation: a website that fully supports the brand’s storytelling and performance through better structure, user experience, and SEO.
Long-term: Grow direct-to-consumer sales and a loyal global audience for a distinctive, design-driven jewelry house.
Selin Kent designs fine jewelry as modern talismans: pieces made to mark life’s transitions and be worn every day, not kept in a drawer. Each piece is handcrafted in New York from responsibly sourced stones and recycled metals. The brand owns a quiet space between status-driven luxury and pure ornament: symbolic without being literal, luxurious without spectacle.
Discovery & Strategy
We started with an in-depth discovery process covering brand voice, positioning, target audience, competitors, and e-commerce needs, giving every later decision on the site, SEO, and AI visibility a shared foundation.
Website Development & UX Optimization
We rebuilt the website on Shopify, translating the brand’s visual language into a clean, restrained experience. The navigation was restructured so the top bar stays simple while each category page carries its own sub-collections, shop-by-stone filters, and New / In Stock quick links. Named design collections received a dedicated home, and custom work was consolidated into one consultation landing page for showroom visits, virtual appointments, and inquiries.
We built a complete keyword universe, clustered it into 15+ product and topic groups, and mapped each target keyword to a single canonical page, resolving cannibalization that had split the brand name across 30+ URLs. A content gap analysis prioritized 17 new collection pages, led by tennis jewelry and sapphire, emerald, and ruby rings, supported by metadata templates and a page-type framework for every new page.
We rewrote product and collection descriptions in clear, factual language covering materials, stones, symbolism, and craftsmanship, so AI search tools like ChatGPT, Perplexity, and Google AI Overviews can understand the pieces and cite them in answers. Structured data for products, the brand, and FAQs backs this up, giving AI systems consistent, machine-readable facts about Selin Kent.
The brand refresh and AI-assisted imagery were created in collaboration with Chocianaite Creative Agency.
“Ema and Andrej were truly wonderful to work with from start to finish. They were thoughtful, responsive and incredibly accountable throughout the entire process... they stuck to the program, kept everything moving, and delivered exactly what they said they would. Most importantly, I’m thrilled with the final product. They really understood what I was trying to achieve and brought it to life beautifully. I couldn’t recommend them more highly.”
— Selin Kent
"Working with the EmAnd team has been such a great experience, especially as a new startup. What stands out to me most is how flexible they are. They have helped us identify where to focus our energy at each stage of growth. They bring a great combination of creative thinking, strategy, and technical skill, and the collaboration has genuinely been a joy."
“Working with Ema and Andrej from Emand was an absolute pleasure. They consistently went above and beyond in everything I asked of them, whether it was managing ads, improving the website, or driving SEO results plus other various tasks related to our digital efforts. Both of them excelled in their roles, delivering high-quality work with dedication and professionalism. I always felt confident knowing they were handling such important parts of the business, and their attention to detail and proactive approach made a huge difference. I have nothing but great things to say about Ema and Andrej, they’re talented, reliable, and truly a joy to collaborate with. “
"I love all of it. It feels so much more mature, but there is still so much of me in there. The site finally has both sides of the brand, the fun and the deep."
