Magento Imagine Awards 2019 Finalist

Deakin & Francis embrace responsive web design

Founded in 1786, Deakin & Francis are a long established manufacturer of high quality jewellery. Based in the heart of Birmingham’s Jewellery Quarter, they specialise in handmade cufflinks, pendants and rings.

Deakin & Francis approached iWeb earlier this year to redesign their Magento eCommerce website with a focus on improving their mobile experience. After discussing the project we put forward redeveloping their website responsively. This allows the site to adapt to all screens and devices. This would mean their site would be optimised not only for mobile but also tablets and desktop.

To design their new website we used modular web design. This process includes creating style guides and pattern libraries. By auditing their previous website we were able to create a list of common elements. These included a product listing item, filter widget, tabular content and text blocks.


From there we were able to create a collection of design documents that include all the styles for the Deakin & Francis website. This creates an experience that is consistent for users browsing the website. Creating a living HTML document of styles allows for future pages and sections to be created without major design work. We are able to pull from existing common elements.

“Brilliant systems and service, friendly team.”

Over the past 20 years I’ve worked with many web companies; start-ups, big companies, all sorts and in many locations. I shortlisted Magento experts and found iWeb. Having worked with them on transforming an ecommerce site, I have to say that iWeb is probably the best of the lot. They have a great project management process, their style guides are incredibly good way of working and their approach has been very helpful.

Annmarie Hanlon

Digital Marketing Expert

Using the latest version of Magento we applied the new style guide and pattern library to create an attractive, responsive experience. Integrating Magento and WordPress allows for a fully functional news section.

Some products offer the facility to have custom engraving. With bespoke code we allowed for a selected range of products to be customised with the customers own message.

Behind the scenes, traders can login, gaining access to custom pricing. This allows trade to order directly through the website for their own stores.

Visit Deakin & Francis’ website on your mobile, tablet and desktop for an optimised experience.

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