Recently, estate and vintage jewelry retailer Lisa Stockhammer-Mial was faced with a choice: Keep her 12-year-old online shop, The Three Graces, a small, somewhat niche affair, or take it to the next level by rebuilding the site to include enhanced functionality and features.
The retailer opted for the latter and has now debuted a gorgeous, supremely navigable new site for her online business.
Courtesy the Three Graces
The banner on the home page of The Three Graces’ new website
Jorien Evans, director of marketing for the company—which is based in Wimberley, Texas—says the revamp was a long time coming and around a year in the making.
“Lisa needed something more colorful, and something people could view more and bigger pictures on,” she explains. The photography on the site, all shot by Stockhammer-Mial’s photographer husband, Zac Mial, in the company’s own studio, incorporates lifestyle photographs (in addition to close-up product shots) for the first time.
“She really wanted to bring that lifestyle-photography element into the website now,” says Evans. “And we wanted to create more of a feeling on the site—more of an experience that [speaks to] who we are.”
When the team first sat down to suss out what, exactly, the retailer’s image was, “it was hard because it was overwhelming,” admits Evans. “You want to incorporate so many things. But our logo [a Tory Burch-esque gold mash-up of the letters “T” and “G”] was our starting point. We sat down with mood boards and went back and forth.”
Ultimately, Stockhammer-Mial and her team wanted the site’s navigation to feel like a little treasure hunt. “We want people feel like they’re discovering something new—as though you were on a buying trip with us and you found that one special piece that really stands out.”
Courtesy the Three Graces
A simple, fuss-free landing page on the site
The new outpost also prominently features a section for new arrivals, which gets updated at least twice a day with new merchandise. “Lisa has a huge following, as we see that people go on to the site three to four times a day,” says Evans. “Now there will always be something new [for people] to see on their lunch break.”
The most popular items on the new site are “the ones that are on hold!” reports Evans with a laugh. “It’s amazing what happens when an item goes on hold—customers just jump on it. It’s funny how much business we do from that alone.”
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