Gioielleria Rossano

December 2, 2015

Gioielleria Rossano is one of the oldest retail businesses in Avellino, a province of southern Italy. Its historic boutique in Corso Vittorio Emanuele was established in 1881, and continues to be visited by several generations living in Avellino to the extent that they are considered an asset to the fabric of the city, and an important part of its modern history.


Inspired by the idea that jewellery accompanies the most important moments of the life of the wearer, we have designed and developed a site that revolves around this some of these moments.

The emotions and memories connected to the stories published on the website, thanks to an empathetic mechanism, aim to arouse involvement in users, increasing increasing the degree of attention and predisposition to be amazed by the products.

Anyone then has the opportunity to add the story of their special moment by using the hashtag #MyBeautifulMoment on their photos posted on Facebook, Instagram and Twitter.


The three exceptional real-life stories featured on the home page are those of couple Luciana & Emilio, who have been married over 40 years; the relationship between Pasquale and his baby daughter Claudia, and the lifelong friendship of Roberta, Simona, Emiliana, Adele, Maria and Antonella.

The protagonists were interviewed and photographed in places where the stories developed -  the beautiful family home of the married couple; the lively apartment of Claudia and Pasquale; and the six friends having an aperitif at a local bar. By researching the lives of the subjects in this way, it allowed us to empathise with the respondents and recall emotions and memories recounted to the interviewer.


The role of Gioielleria Rossano

Rossano jewellery has been available to customers for over a century, to mark the most important, beautiful and memorable moments of their lives.

Much like the role Rossano plays in these life events, it is also present within the three stories with tact and discretion. Each story is decorated with a specific category of products, so that there is correlation between the narrative and the products presented.

The subtlety of the brand throughout the three stories, is complimented by a page dedicated to the manifesto of Gioielleria Rossano, as told by the 21 letters of the Italian alphabet detailing the hallmarks of the brand personality.

The design

The style of the site emulates that of a fashion magazine - a medium that the Rossano client would normally refer to for inspiration, trend updates and analysis. The copy is formed in the shape of jewels, which infuses class and elegance to all pages of the site, while the photographs are presented in a frame to further communicate the correlation between the jewellery and its attachment to special moments in the wearer’s life.

The colours are delicate and unintrusive with the exception of the Boutique page, which adopts a background that gradually passes through the entire colour spectrum - alluding to the multitude of colours that light can generate when passing through a diamond.
The animations are light and harmonious. Through smooth movements, content and products appear to be hidden, and only revealed as the user navigates through the site to further immerse the user in the depth of the site experience.

The Wedding List

An additional feature of the site is the optional Wedding List. This is reached via the menu and can only be accessed by users who have been sent an exclusive access code.

This Bridal registry service assists engaged couples to communicate gift preferences to their wedding guests, where guests can then choose and buy wedding gifts from Gioielleria Rossano.


Gioielleria Rossano

Release Date
Dec 2015


Art Director & Lead Designer
Alessandro Giua 

Interactive Director
Luisa Tatoli 

Tech Lead
Renato Formato 


Project Manager
Enrico Saldutti

Copywriter & Social Media
Carlo Iandolo 

Lead Developer
Alberto Parziale


Q. A.
Viviana Tarantino

Paola Bruno