Case Study | Brand Refresh, Website Design & Build, SEO & Local Search
MDVII sells rare, provenance-backed vintage jewelry. Their site hadn't been touched since 2020, and it showed. We rebuilt it from the ground up: new brand colors, new site architecture, a dedicated Notable Sales section, a refreshed press page, and a content strategy built to get found in search.
The new homepage: a full brand refresh built to match a museum-quality jewelry collection.
MDVII's site hadn't been redesigned since 2020. It looked outdated, was difficult to navigate, wasn't built for mobile, ran slow, and did nothing to signal what the brand actually sells: rare, carefully sourced vintage and designer jewelry from a dealer with real standing in the space. A brand with that kind of track record needs a site that feels like it before a customer reads a single word.
This wasn't a refresh, it was a full rebuild. We started with the brand itself, updating the site's color palette to feel as elevated as the jewelry it's selling. From there, we rebuilt the entire site structure: new navigation, new product and category pages, and two new dedicated sections built specifically for a collector audience, including a Notable Sales page highlighting pieces sold through Christie's auctions and a rebuilt press page showcasing the brand's media coverage.
Alongside the rebuild, we built a blog content strategy targeting the specific, high-intent searches collectors actually use, so the site wouldn't just look better. It would get found by the right people.
The new Notable Sales section, featuring pieces sold through Christie's with real prices and provenance.
New category, era, and price filtering, built for how collectors actually shop.
Monthly Sessions at Launch
Sessions nearly tripled the month the new site launched. The SEO strategy isn't just a launch-week bump, either. Months later, blog content built specifically for search is already ranking as a top landing page, pulling in visitors who found the site organically, on its own.
Built to match what it's selling.
Working with Ron Lee House felt like finally having a partner who understood the brand as well as I do. The new site is exactly how I always imagined MDVII should look and feel, only better. It doesn't just show the jewelry anymore. It tells the story behind every piece the way it deserves.
Susie HoimesFounder, MDVII
