Every screen gives the pieces room to breathe. Generous space, warm neutrals and a restrained gold let the photography do the work, so the shop feels like the jewelry it sells.
Back to WorkCase Study
- John NB
- Brand
- Shop
- CRM
- Social media
Building a jewelry brand, web shop and CRM for John NB
For John NB, Tetbit created the brand and logo, designed and built the web shop at john-nb.com together with the CRM that runs behind it, and shaped the social media that brings customers in.
ScopeBrand, shop, CRM, social media
IndustryFine jewelry
MarketUnited States
FocusPersonalized pieces, orders, reviews
John NB makes fine jewelry designed to last a lifetime. To sell it to customers in the United States, it needed a brand people would remember, a shop that felt as considered as the jewelry, and a way to run products, orders and customers without spreadsheets. Most pieces are personalized with a name, an initial or a photo, so every order also carries details that must reach the workbench exactly as the customer chose them. Tetbit approached it as a full engagement, shaping the brand, the web shop, the CRM and the social media together, so they look and work as one.
Objective
A brand that feels like fine jewelry
Give John NB a logo and look that feel quiet, warm and lasting, and work just as well on a ring box as on a phone screen.
A shop that sells personal pieces
Let customers browse rings and necklaces, personalize them, pay securely and follow their order, from any device.
One place to run the business
Give the team a CRM for products, orders, customers, reviews and shipping, connected to the shop so nothing is typed twice.
Challenge
Every order is one of a kind
A name necklace with the wrong spelling or the wrong lettering cannot be resold. The text, the font and any reference photo had to be captured clearly and reach the workbench exactly as chosen.
Handmade takes time
Personalized pieces are made after they are ordered. Customers needed to see where their piece is, and the team needed more than "paid" and "shipped" to follow the work in between.
Luxury without friction
The shop had to feel calm and premium, with plenty of space for the photography, without slowing down the way people find a piece and buy it.
Solution
A brand built for the product
We created the John NB logo, a warm gold palette and a pairing of Cormorant for titles and Figtree for text, and carried them through the shop, the CRM and every social post.
Personalization in the product page
Customers type their text, pick a font from a live preview and add a reference photo before the piece goes into the cart, and the team sees the same text in the same font on the order.
A CRM that follows the work
Payment status comes straight from Stripe, while the team moves each order from confirmed to in production, ready to ship, shipped and delivered, and the customer sees every step.
Research and discovery
Understanding how people choose jewelry, and how a personal order reaches the workbench
What Tetbit solved
Turning a jewelry label into one connected brand, shop and back office
Process
From a first logo to a shop that keeps growing
Website experience
Selected shop screens that let the jewelry lead
The web shop was designed to feel as considered as the pieces it sells, and to take customers from a first look to a finished order without friction. Below are selected screens from john-nb.com, from the homepage and shop to personalization, the cart and the customer account.
Homepage
The homepage opens with timeless pieces made for you, current offers and the bestselling sets, with a clear route into the shop.
Shop
The shop brings rings, necklaces and earrings together with search, category and price filters, discounts and sorting, so customers can find the piece they came for.
Product page
Customers choose their size and add a name or initial, and on pieces that allow it they also pick a font and add a reference photo, all before the piece goes into the cart.
Cart
The cart slides in over the page, so customers can check their pieces and the subtotal, see free shipping and the 2-year warranty, and go to a secure checkout without losing their place.
Customer account
Customers sign in to see every order with its date, status and total, follow each one from payment to delivery, and keep their addresses and profile ready for next time.
CRM experience
Selected CRM modules behind every order
The CRM was designed to give the John NB team one place to run the shop: what is for sale, who ordered it, what they asked for and where it is now. Alongside the modules below it also covers customers, shipping rates by country, contact messages, the team and the homepage settings. Only a subset of modules is shown here, to illustrate the product logic while respecting platform scope and confidentiality.
Dashboard
Products, customers, orders and revenue at a glance, with orders and revenue over time, products by category and the latest orders, for the last 7, 30 or 90 days.
Products
Create every piece with its photos, sizes, price and discount, and choose per product whether customers can add text, pick a font or upload a photo.
Categories
Rings, necklaces, bracelets and earrings, each with its product count and an on and off switch. A change here shows up in the shop filters and footer straight away.
Orders
Each order shows the personalization in the font the customer chose, its payment and production status, tracking details and a log of every change, with refunds handled from the same screen.
Reviews
Product, order and shop reviews arrive for approval, verified buyers are marked, and the best reviews can be featured in the shop.
Brand system
A warm, quiet look that lets the jewelry lead
The colours and type were chosen to feel warm, refined and made to last, and are used the same way across the shop, the CRM and Instagram so the jewelry always stays the focus.
Color palette
A warm gold palette on soft cream, so the jewelry carries the colour and the interface stays calm around it.
Typography
Cormorant, an elegant serif, sets the titles, and Figtree, a clean sans, keeps descriptions, prices and navigation easy to read.
Social media
The John NB Instagram, where new pieces, offers and gifting ideas go out in the same look as the shop.
Brand principles
Principles that shape the brand and the shop
A clear set of principles guiding how John NB looks, sells and stays consistent for customers and the team.
The jewelry comes first
Personal, and exactly right
A name or an initial is the reason someone buys the piece. Customers see their text in their chosen font before they order, and the team sees it the same way, so what the customer chose is what gets made.
Built for daily work
The CRM is where the team spends its day, so it favours speed and familiarity over decoration. Shared patterns for tables, statuses and forms make every module feel known from the first use.
One brand everywhere
The logo, palette and type are the same on the shop, the CRM and every social post, so a customer who finds John NB on Instagram lands somewhere that feels instantly familiar.
John NB now reaches customers across the United States with a brand people recognize, a shop where every piece can be made personal, and a CRM that follows each order from the workbench to the door.
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