Meet Liane Vaz Designs

Liane Vaz Designs is a custom jewelry studio in Canada known for heirloom quality pieces with a vintage, enchanted, old world feel. Her work blends dark academia inspiration with timeless craftsmanship. Every piece is handmade, ethically sourced, and creatively curated.

Her brand attracts customers who appreciate romance, artistry, and the intimacy of custom jewelry. Many of them are searching for something that feels personal and permanent. Liane knew her website needed to create that same feeling the moment someone arrived.

The challenge

Liane had been running her business on Squarespace, but the platform was limiting her growth. She needed stronger ecommerce tools and more freedom to tell her visual story. As her studio evolved, she had also grown out of her early branding. Her pieces had gained a recognizable aesthetic, but her identity and website no longer matched the depth or quality of her work.

She wanted a brand that felt like a home for her creations. Something moody, magical, and refined. Something customers could step into and instantly understand.

She needed:

• a brand identity that matched the craftsmanship and tone of her jewelry

• custom illustrations that reflected her old world inspiration

• a full migration to Shopify with a design built for growth

• a website with better navigation and clear paths for both custom and ready to ship customers

Her goal was to create a fully branded digital experience that felt as intentional as her pieces.

My approach

The first step was grounding the brand in its strongest qualities. Liane’s work has a distinct spirit. It is dark, romantic, symbolic, intricate, and deeply personal. The brand needed to honor that mood without feeling heavy or inaccessible.

Color palette

I chose a foundation of deep purples, greens, and blacks to reflect the dark academia influence. These tones create atmosphere while giving her product photos space to shine.

Typography

Vintage inspired fonts helped reinforce the old world feeling of the brand. They also supported the sense of craftsmanship that defines her work.

Illustration style

I created hand drawn pen and ink illustrations to evoke a sense of magic and alchemy. These drawings became part of the identity system and represented the symbols of her craft. They also added a tactile, artistic quality that paired beautifully with her jewelry.

Brand structure

The business includes custom jewelry, ready made pieces, and build your own designs. I developed a structure that allowed customers to easily explore each pathway without feeling overwhelmed.

A website designed to guide, delight, and support sales

Migrating from Squarespace to Shopify opened the door for a more powerful ecommerce experience. The new design created a clear, intuitive shopping journey and gave each product the space it needed to shine.

Visual direction

The dark palette created a dramatic backdrop that made Liane’s photography stand out. Her pieces appear luminous against black and emerald tones. This instantly elevates perceived value and draws the eye straight to the details.

Navigation

Her customers can now move easily between custom, ready to ship, and build your own without confusion. The Ready to Ship section became a vital part of her sales flow, giving her a place to send customers who needed something quickly.

Product presentation

The site highlights craftsmanship, symbolism, and story. Each page gives customers clarity and confidence so they can decide without second guessing.

Scalability and structure

The site was built to grow with her. Shopify gives her the ecommerce tools that Squarespace could not, which means fewer roadblocks and a smoother backend experience.

The Results

The combination of a stronger brand identity and a fully custom Shopify build transformed Liane’s business.

Her own words say it best.

“I am thrilled to tell you that things are going amazing. Sales and traffic are both way up. I have already beaten last year’s total Squarespace sales and we are not even close to a whole year in. The Ready to Ship section is truly a lifesaver. I can finally confidently send people to specific pages without over explaining, and it feels so good to have a site that works the way I always wanted it to. I am closing sales faster, getting fewer questions, and everything feels smoother and more professional.”

This is what happens when the brand, the website, and the business strategy all work together.

A note from Liane

“Whitney is a visionary, whip-smart, deeply generous web designer and branding sorceress. Before a single layout was touched, she led me through a full branding overhaul, helping me shape the tone, voice, aesthetic, and visual foundation of my entire studio. She went far beyond what was asked, guiding me through every stuck point, offering wisdom at every crossroad, and translating half formed thoughts into a world I could see, feel, and build from.

She did not just design a website. She helped me define what this space is. She held space for indecision, challenged me when I needed it, and never once made me feel like I was asking too much. But more than that, Whitney gave me the infrastructure I needed to grow my business. For years I had no real website, no central space for people to book, browse, or connect. She built something that is not only beautiful but fully functional and scalable. I recommend her a thousand times over.”

Key takeaways

• A clear and intentional brand identity builds trust before the customer ever reads the product details

• Strong visuals paired with a dark, moody palette can elevate perceived value

• A strategic website structure reduces confusion and supports faster sales

• The right platform can give a growing business room to scale with confidence

Ready for a brand and website that match your level of craftsmanship?

If you want a branded digital experience that feels purposeful, beautiful, and ready to help your business grow, let’s build it together.