I led the complete redesign of Lugano Diamonds' website to better reflect the brand’s exquisite craftsmanship, private client experience, and elevated lifestyle positioning. Centered around the "Experience" journey, the new design reimagines how luxury is conveyed digitally—through refined visuals, immersive storytelling, and an intuitive user experience. Every element was crafted to mirror the intimacy and exclusivity of Lugano’s in-person salons, ensuring that every digital touchpoint aligns with the expectations of its ultra-high-net-worth clientele.