SAJFRT
Custom Squarespace Website for SAJFRT Jewellery | Advanced E‑commerce, Code Styling & SEO Strategy
INTRO | Web Design, SEO & Instagram Strategy
When Hélène reached out to Jonathan deBeer of iso800, she was preparing to launch her jewellery brand, SAJFRT — an architectural blend of geometry, movement, and memory. I often collaborate with Jonathan as the web designer in a flexible team of self-employed creatives, and together we help bring full brand identities to life.
Hélène had been working with branding agency Marnix + Ally and already had a beautiful brand identity in place, along with initial design plans and product photography. What she needed next was a web designer who could take that vision and bring it to life on a platform that offered her control and independence. Squarespace was the perfect fit — flexible, beautiful, and easy for her to update on her own as the business grew.
ABOUT SAJFRT
SAJFRT is a modern jewellery brand founded by Hélène Sajfrt — a goldsmith with a background in architecture and a deep sense of narrative in her work. Her pieces explore structure, emotion, and rhythm through minimalist design. She needed a brand and online presence that reflected that same sense of balance and intentionality.
WHAT Hélène NEEDED
SAJFRT already had a visual language and brand strategy, but the website needed building from the ground up. Hélène wanted:
A clean, minimal site that reflected the poetic and architectural nature of her work
An online shop with space to grow — built in a way that didn’t require a developer for every update
An SEO foundation to help her reach new customers organically
Subtle ways to translate the tone of the brand (structure, movement, stillness) into digital space
The brief was clear: make it simple, make it elegant, and make it future-proof.
WHAT I CREATED
Starting with Hélène’s brand files and a proposed design direction, I translated everything into a fully custom-built Squarespace site that felt like a natural extension of her brand: minimalist, poetic, and quietly precise.
Squarespace gave us the flexibility to create a visually rich and technically polished website — while still giving Hélène full autonomy to grow and update it herself.
Beyond the foundational build, this project involved many bespoke elements:
A homepage concept based on moving numbers — with hover-triggered videos and full-page click-through navigation
A custom landing page featuring changing background imagery on reload
Custom hover states throughout the shop — revealing object info intuitively without clutter
Dynamic layout adjustments and brand-specific font integration via custom code
A bottom-of-screen menu bar with hover-triggered folder reveals
Clickable full-page containers for intuitive navigation
Acuity scheduling integration and setup for bespoke project bookings
Custom-made visual assets and branded video content for future product lines
Tailored mobile responsiveness and margin/text spacing adjustments throughout
I also worked closely with Hélène to refine the visual language across the site — ensuring that every product title, heading, and description felt aligned with the quiet power of the brand.
Highlights
Fully custom Squarespace 7.1 build with e‑commerce
26+ SEO-optimised product pages
Hover-based info previews and motion elements
Acuity scheduling integration and setup
Custom landing page with dynamic image cycling
Homepage navigation via animated hover videos
Bespoke page styling, fonts, and video content
Responsive code styling for consistent design on new blocks
Collaborative workflow with iso800 and Marnix + Ally
AN architectural jewellery brand, Now ONLINE
Object page for Engrenages family
WHAT Hélène SAID
“I think this site is truly beautiful — it will be a reflection of me.”
Get in touch
Are you building a brand that needs more than just a template? Let’s create something that reflects your work — and grows with you.
