The Challenge
Most fine jewellers have the opposite problem to MJ Jones. They need to prove they are good enough. MJ Jones has spent a decade proving it in the most public arena there is, making bespoke pieces to mark championships, trophies and career-defining seasons for some of the most photographed men in world sport. The work has been profiled by British GQ, Hypebeast and WWD.
The difficulty is what that proof does to a website. When your reputation is built on one-off commissions for people most customers will never be, the ready-to-wear collections can read as the consolation prize. Aspiration sells the brand and then quietly gets in the way of the checkout.
What we built
The strategy was simple: let the bespoke work do the persuading, and make the collections do the selling.
The bespoke route stays visible and stays aspirational. It is the proof, and it is where the press coverage lives. But it is a route, not the whole shop. Alongside it, the collections are merchandised to be bought: by finish, by metal, by piece. The signature blackened Black Armour work gets its own collection rather than a mention, so the technique that makes an MJ Jones piece recognisable is something a customer browses into. Fashion pieces in raw steel sit at the accessible end, which is how a first-time buyer gets in.
Then the machinery a four-figure men's purchase actually needs. Finance at checkout through an FCA-regulated broker, a lifetime warranty on every piece, free secure international shipping, and a round-the-clock WhatsApp line for the questions nobody types into a contact form.
The results
What is true from the build: the signature finish is a browsable collection rather than a line of copy, so the thing that makes a piece recognisably MJ Jones is what a customer meets first. Finance, lifetime warranty and a live WhatsApp line sit on every product page, which is the full reassurance set a man spending four figures on jewellery looks for before he commits.
About
MJ Jones
MJ JONES is a British fine jewellery brand, founded in 2012 and based in London, creating personalised and bespoke pieces — engagement and wedding rings, diamond jewellery, chains and bespoke charm designs — worn by international artists and athletes.
mjjones.com
"Netspire created an incredible website for us - we immediately saw a huge increase in enquiries and sales. Great work!"
Matthew J. Jones
Founder
at
MJ Jones
