EW Adams exclusive John Lewis collection

A website to successfully showcase EW Adams exclusive jewellery collection to John Lewis


EW Adams is a third-generation family jeweller, producing the finest quality diamond and coloured stone jewellery in contemporary but enduring designs.

With a long-standing reputation in the industry as a trusted British supplier of fine quality jewellery, EW Adams has partnered exclusively with John Lewis to market a collection of exquisite hand finished designs. Their extensive collection available at John Lewis offers enormous variety in diamond and gemstone choice coupled with great range in price point.



Having previously worked together, Foundry Digital were excited to begin a new project with EW Adams creating a microsite which clearly displayed the products available in their exclusive range at John Lewis.

It was important to ensure that the EW Adams microsite would be elegant and sophisticated, with sleek navigation, seamlessly linking users directly to the John Lewis website where they can purchase the jewellery.

EW Adams wanted to truly showcase the jewellery available in John Lewis stores, ensuring that products were clearly categorised and key information such as pricing was displayed alongside each product to heighten user experience.



Foundry Digital’s priority was designing and building a website that showcased EW Adam’s stunning product offering whilst extending their brand and John Lewis collection identity.

Producing a seamless user journey was a focus for our designers when creating wireframes and site layout. It was key that the product layout was clean and clear to present their offering in the best light and entice users to click through to the John Lewis site for potential purchase.

Micro-interactions such as hover effects were chosen to assist in presenting key product details that might be the deciding factor for whether a visitor converts to the John Lewis site.

It was a priority to incorporate the model images into the web page. The designers found that extending the backgrounds and having the models sit alongside the About and Services text added a welcome, soft human element to the site.


The EW Adams microsite showcases the stunning range of jewellery available exclusively at John Lewis in a clear and attractive way.

The sleek navigation of the microsite, including page anchor points, ensures a smooth user journey. The menu enables users to easily find information or products they are interested in.

With an elegant and sophisticated colour scheme in line with their brand identity, items are displayed clearly in a portfolio look book style to assist site visitors in seeing and engaging with the jewellery offering.


A sophisticated design and colour scheme in line with their brand identity