The site

AURUM is a concept storefront for a fine jewellery house, built around one idea: show few pieces, and give each of them the whole screen. The ground is near black so the metal in the photography supplies every warm tone on the page, and the interface carries no gold of its own. Nothing competes with the piece being looked at.

It suits jewellers, watchmakers, eyewear and ceramics, anything sold slowly and in small numbers. It would fight a large catalogue, because the whole layout is built to hold a visitor on one object at a time.

The header

This page uses a quiet centred navigation: a serif wordmark on the left, links centred, and two pill actions on the right, one outlined and one filled. There is no hero image, because the collection itself is the hero and it begins moving the moment the page opens.

Choose it when the work photographs well enough to carry the first screen alone. If you need to state a proposition before showing product, a giant wordmark hero or a centred product showcase will do that job better.

The effect

The collection enters as faint cards scattered across the screen, gathers into a single stack, then fans apart into a row. Dragging slides the row and bends each card like paper caught in the movement, and clicking one flips it over to show the piece being worn. Every piece therefore carries two photographs, the object and the object in use.