iWickliffe sells handcrafted jewellery and accessories. Much of it is bought as a gift, which changes how the catalogue has to be organised: people arrive knowing who they are shopping for long before they know what they want.
A jewellery catalogue can be sliced several ways at once. By product type, bracelets, necklaces, rings, anklets, earrings and arm cuffs. By who it is for, men or women. By collection, Alpha, Wired, Gemstone, Inspirational and Personalized. Force one hierarchy on all of that and most visitors end up somewhere they did not intend.
We built overlapping navigation instead, so the same item is reachable from several routes, and added dedicated gifting journeys for the shoppers who start from a person rather than a product.
Live site: https://iwickliffe.com/