Cherokee Coins & Jewelry
Editorial storefront for a 40-year coin and jewelry dealer, with live spot prices and appraisal booking.
Cherokee Coins & Jewelry is a demonstration build we designed and produced in-house to show our approach for this kind of business. The demo runs live, but it is not an operating business site: ordering, booking, and checkout flows are for show, and nothing placed through them is fulfilled.
Legacy dealers earn trust across a counter, not through a screen. A forty-year coin and jewelry shop carries decades of credibility that most template sites erase on contact. This concept asked two questions: what does counter-side trust look like online, and what would give serious buyers and sellers a reason to check the site every day?
We designed an editorial storefront that treats the shop like the institution it is: restrained type, generous whitespace, and inventory presented as a collection rather than a feed. The daily-return hook is a live spot-price board for gold and silver. The conversion path is an appraisal booking flow that turns anonymous visits into counter appointments.
The demonstration lays out a playbook for legacy retail: lead with institutional credibility, give visitors a utility worth returning for, and route intent into an in-person appointment. The spot-price board and appraisal flow are patterns any dealer, jeweler, or buy-sell business could put to work.
How We Built It.
Positioning Study
Positioning Study
Worked out how a four-decade reputation translates to screen: what to say plainly, what to show, and what a template would get wrong.
Editorial Design
Editorial Design
Set a collection-style catalog and a restrained typographic system that reads more like a reference book than a webstore.
Utility Features
Utility Features
Built the live gold and silver spot-price board and the appraisal booking flow that carries a visitor from curiosity to appointment.
Build & Deploy
Build & Deploy
Assembled the full site with responsive layouts and fast loads, then shipped the demonstration to a live environment.
