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SELECTED WORK / LUXURY JEWELRY

Seth Anthony.

An independent jewelry design house

A storefront for an independent ring design house, with a campaign film, a 3D ring studio and checkout on Nexvato’s commerce API.

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Seth Anthony homepage: “A Design House: Tradition, Reengineered.” over a still from the campaign film
CLIENT
Seth Anthony
INDUSTRY
Luxury jewelry
OUR WORK
Website design & development, ecommerce
WEBSITE
sethanthony.com

THE PROJECT

A design house first.
A shop second.

Seth Anthony is an independent design house that makes rings to order. Its Launch Collection covers 12 designs, each offered in several metals and finishes, from sterling silver and gold vermeil to 14K and 18K gold.

We designed and built the site and its store. Visitors watch the campaign film, compare finishes, turn a ring in a 3D studio, read the sizing and materials guides and buy through a Stripe checkout, and customers sign in to see their orders and tracking.

DESIGN STRATEGY

Tradition,
reengineered.

The site presents Seth Anthony as a design house first and a shop second: a campaign film, numbered chapters and an origin story come before the product grid. Engineering detail, from band widths in millimeters to metal purity in the materials guide, supports the brand’s line, “Tradition, Reengineered.”

Motion is kept for moments that show the work. A short particle intro draws the logo on the first page of each visit, the film plays only while it’s on screen, and each card swaps its photo as you choose gold, rose, silver or two-tone. Both the intro and the film stand down for reduced motion.

TYPOGRAPHY

Cinzel for the wordmark, Jost for text and a monospace face for ring specifications.

COLOR

Warm off-white and near-black ink, with a muted gold and a deep oxblood.

MOTION

A particle logo intro, a campaign film that plays only on screen and finish swaps on every product card.

HOW IT’S BUILT

Hand-built pages,
a store on Nexvato.

The site is hand-written HTML, CSS and JavaScript modules with no framework, served as static files from Amazon S3 through CloudFront.

The bag, checkout, newsletter and customer accounts run on Nexvato’s own commerce API, with payments through Stripe’s Payment Element. The Studio uses three.js to render the ring models under studio lighting.

PAGES
Hand-written HTML, CSS and JavaScript modules
3D
three.js with glTF ring models and HDR lighting
COMMERCE
Nexvato’s commerce API: bag, checkout, accounts
PAYMENTS
Stripe Payment Element
HOSTING
Amazon S3 and CloudFront

SEARCH, BUILT IN

Every ring,
described for search.

A small catalog still needs every product to be understood, so each ring has a page that search engines can read in full.

Every public page has its own title, meta description and canonical tag, and product titles name the ring and its metals.

The homepage publishes Organization and WebSite structured data, and each product page adds Product, Brand, offer and breadcrumb data.

An XML sitemap lists the public pages and products, and robots.txt points to it.

Bag, checkout and account pages are marked noindex, so only the pages worth finding are indexed.

Images are WebP, images below the fold load lazily and the hero image is preloaded.

The Seth Anthony homepage on a phone, with the See the Collection button

THE SAME WEBSITE. A SMALLER SCREEN.

PROJECT HIGHLIGHTS

The details
that make it work.

3D ring studio

A three.js studio lets visitors rotate and zoom a ring, switch its finish and move a softbox light to see how the metal catches it.

Particle logo intro

On the first page of each visit, about 150 particles gather into the Seth Anthony mark, with a button and the Escape key to skip it.

Checkout on Nexvato

Carts, accounts, order history and the newsletter run on Nexvato’s commerce API, with payments through Stripe.

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