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Bao Xiang Rui — Jewellery Ecommerce Website, Singapore
Premium jade jewellery retailer at Chinatown Point, Singapore — natural jadeite bangles, bracelets, necklaces, pendants and earrings, each a one-of-a-kind piece. Brand identity, buying experience and content by Total Web Solutions.
Premium jade jewellery retailer
Chinatown Point, Singapore · Bespoke jadeite jewellery for collectors and gift-buyers
Design · Brand Voice · SEO
Bao Xiang Rui
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Case Study
A jewellery boutique that finally feels like one.
Bao Xiang Rui is a jade jewellery retailer at Chinatown Point, Singapore, specialising in natural jadeite bangles, bracelets, necklaces, pendants, rings and earrings — bespoke, one-of-a-kind pieces rather than mass-market stock.
The site had been built as a standard online store, with an add-to-cart checkout more suited to everyday retail than to jade — pieces buyers want to ask about, not click and pay for.
Total Web Solutions rebuilt the buying journey around a conversation instead of a checkout, designed a full visual identity for the brand, rewrote the site and blog in the brand’s own voice, and fixed a blog that was competing with itself in search — website design for retail & lifestyle brands and SEO services.
The site had been built as a standard online store, with an add-to-cart checkout more suited to everyday retail than to jade — pieces buyers want to ask about, not click and pay for.
Total Web Solutions rebuilt the buying journey around a conversation instead of a checkout, designed a full visual identity for the brand, rewrote the site and blog in the brand’s own voice, and fixed a blog that was competing with itself in search — website design for retail & lifestyle brands and SEO services.
The Challenge
Jade like this isn’t an impulse buy. Someone browsing a one-of-a-kind bangle or a carved pendant wants to ask questions, see it in context, and talk to a real person before committing — not add it to a cart and check out like a t-shirt.
The site was built as a standard e-commerce store, complete with sale badges, countdown timers and “only 2 left” urgency messaging — pressure tactics that undercut the trust a premium jade retailer depends on.
On top of that, the brand’s visual identity, its written voice and its blog were all working against each other: an old colour scheme that didn’t say premium, generic AI-written blog copy, and several posts competing with each other for the same search terms instead of supporting one another.
The site was built as a standard e-commerce store, complete with sale badges, countdown timers and “only 2 left” urgency messaging — pressure tactics that undercut the trust a premium jade retailer depends on.
On top of that, the brand’s visual identity, its written voice and its blog were all working against each other: an old colour scheme that didn’t say premium, generic AI-written blog copy, and several posts competing with each other for the same search terms instead of supporting one another.
Our Strategy
We treated this as a full repositioning, not a cosmetic refresh: rethink how someone actually buys a one-of-a-kind jade piece, then design and write every page around that.
Browsing became about starting a conversation rather than completing a transaction — with a new “Contemporary Oriental Luxury” look, a brand voice that speaks honestly instead of generically, and a blog and product catalogue rebuilt to support search visibility instead of fighting itself for it.
Browsing became about starting a conversation rather than completing a transaction — with a new “Contemporary Oriental Luxury” look, a brand voice that speaks honestly instead of generically, and a blog and product catalogue rebuilt to support search visibility instead of fighting itself for it.
From Checkout to Enquiry
The add-to-cart button is gone. In its place, an “Add to Enquiry” button lets someone build a shortlist of pieces they’re interested in — no prices, no totals, no payment, just the pieces themselves.
When they’re ready, one tap turns that shortlist into a single WhatsApp message to the shop, with everything they want to ask about already listed. A floating jade-toned WhatsApp button also sits on every page, so reaching the shop is never more than one tap away. All the marketplace pressure tactics — sale badges, countdown timers, low-stock warnings — were removed; they never fit how someone actually shops for jade.
When they’re ready, one tap turns that shortlist into a single WhatsApp message to the shop, with everything they want to ask about already listed. A floating jade-toned WhatsApp button also sits on every page, so reaching the shop is never more than one tap away. All the marketplace pressure tactics — sale badges, countdown timers, low-stock warnings — were removed; they never fit how someone actually shops for jade.
A New Visual Identity
The old terracotta-and-orange colour scheme gave way to a refined palette of deep imperial jade green, ink black and champagne gold on warm ivory backgrounds — closer to how the jade itself actually looks and feels.
A serif display typeface for headings pairs with a clean sans-serif for body text, alongside proper Chinese-language type pairing, since product names and cultural references on the site are genuinely bilingual.
Every page got a redesign pass: a cinematic full-width homepage hero, a rewritten About page telling the founder’s real story, a guided bespoke-commission enquiry flow, an honest FAQ-style contact page, and a new “Caring for Jade” guide page.
A serif display typeface for headings pairs with a clean sans-serif for body text, alongside proper Chinese-language type pairing, since product names and cultural references on the site are genuinely bilingual.
Every page got a redesign pass: a cinematic full-width homepage hero, a rewritten About page telling the founder’s real story, a guided bespoke-commission enquiry flow, an honest FAQ-style contact page, and a new “Caring for Jade” guide page.
Fixing a Blog That Competed With Itself
Twelve blog posts had been written in a generic, AI-generated voice — and several were quietly competing with each other, with three separate posts all trying to rank for the same search term, “jade bracelet Singapore.”
All 12 were rewritten with one clear topic each, real photography instead of stock imagery, and proper cross-linking between related pieces, plus new search titles and descriptions. The 189 individual product listings — most with no search-friendly titles or descriptions at all — were rewritten too, keeping each piece’s authentic Chinese name as part of its identity rather than translating it away.
All 12 were rewritten with one clear topic each, real photography instead of stock imagery, and proper cross-linking between related pieces, plus new search titles and descriptions. The 189 individual product listings — most with no search-friendly titles or descriptions at all — were rewritten too, keeping each piece’s authentic Chinese name as part of its identity rather than translating it away.
What We Delivered
Delivered
Contemporary Oriental Luxury design system
A full visual identity — imperial jade green, ink black and champagne gold, serif-and-sans type pairing, and bilingual Chinese type support — applied across every page.
Delivered
Enquiry-based buying journey
An “Add to Enquiry” basket and one-tap WhatsApp handoff replacing add-to-cart checkout, with all marketplace pressure tactics removed.
Delivered
Blog & product SEO cleanup
All 12 blog posts rewritten with distinct topics and real photography, plus search-friendly titles and descriptions for all 189 product listings. On top of that, an independent audit rated the finished site highly for speed, accessibility, and search-engine health.
Delivered
Founder-led About page & guides
A rewritten About page telling the founder’s own story, plus a new “Caring for Jade” guide page and a guided bespoke-commission enquiry flow.
Delivered
Honest legal pages
Privacy policy, cookie policy and terms of service rewritten in plain language to reflect how an enquiry-based catalogue actually works, rather than a generic checkout store.
Services on This Project
A full brand identity, a rebuilt buying journey and an SEO-ready blog and catalogue — see website design for retail & lifestyle brands and our SEO services.
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A full brand identity and buying-journey redesign for a jade jewellery retailer in Chinatown Point, Singapore — a store rebuilt around enquiries instead of checkout, a bespoke visual identity, and a blog and catalogue that actually support search.
If your products deserve a conversation rather than an add-to-cart button, or your site’s content and design no longer reflect what your brand actually is, we would be glad to take a look. No obligation, no hard sell — we usually reply within one business day.
Start your project · Chat on WhatsApp · [email protected]
If your products deserve a conversation rather than an add-to-cart button, or your site’s content and design no longer reflect what your brand actually is, we would be glad to take a look. No obligation, no hard sell — we usually reply within one business day.
Start your project · Chat on WhatsApp · [email protected]
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