E-Commerce · D2C Brand · 2025
Trinket
Trinket is a direct-to-consumer brand that turns people's favourite photos into physical keepsakes — prints, journals, calendars, postcards and memory books. The project built its storefront: an emotive, editorial shopping experience designed to sell the feeling behind the product and convert visitors into gifts and self-purchases.
Own store
off high-commission marketplaces, full margin retained
Occasion-first
browsing built around how gifts are actually chosen
Fast + SEO
statically-rendered product and category pages
Personalised
keepsake products supported end to end
Capabilities and figures reflect what was designed and shipped; any numbers shown appear on the live product.
01 — The Problem
The Problem
Personalised keepsakes are an emotional purchase, but most e-commerce templates sell them like commodities — grids of thumbnails and spec tables. Trinket needed a store that made people feel something first, handled personalised and occasion-based products, and kept the brand off high-commission marketplaces so it owned both margin and customer relationship.
02 — Research
Research
I looked at why people buy keepsakes: it's almost always for a moment or a person — an anniversary, a parent, 'the blurry photo everyone still laughs about.' That insight drove an occasion-first structure and product pages that lead with story and real lifestyle imagery rather than dimensions.
03 — Planning
Planning
The store was planned around two entry points: shop-by-occasion for gifters who know the moment but not the product, and product-first browsing for returning customers. Personalisation and a clean, low-friction checkout sat at the core, with an order pipeline the brand could run itself.
04 — Design
Design
The design is warm and editorial — soft colour fields, handwritten accents, and full-bleed lifestyle photography that shows the keepsakes in real homes. Every product page is built to make the customer picture the memory in their hands before they see the price.
05 — Development
Development
A Next.js storefront with a Node backend and payment integration, with statically-rendered product and category pages for speed and SEO. The catalogue supports personalised and occasion-tagged products, and the order flow is designed for a small team to fulfil without marketplace tooling.
Engineering
Challenges worth mentioning.
Challenge
Emotional products lose their pull the moment they're presented like generic e-commerce SKUs.
Solution
Editorial product pages that lead with story and lifestyle photography, so the emotional case lands before any specification does.
Challenge
Gift buyers often know the occasion but not which product they want.
Solution
A shop-by-occasion structure guides them from 'anniversary' or 'for parents' straight to the right keepsake, reducing the choice paralysis that kills gift conversions.
Gallery
Across every screen.
Business Outcome
Trinket launched with a storefront that finally matches the emotion of its products — an editorial, occasion-first shopping experience the brand owns completely, from the first photograph on the homepage to the order in the fulfilment queue.
More Work
Other projects.
Final note
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