Introduction to Brook & Lane

When you pour your heart into creating something beautiful, the last thing you want is to watch a big chunk of your profits disappear into fees.

For Brook & Lane Jewelry, a handmade jewelry startup run by Brooke, a talented artist with a gift for creating unique, one-of-a-kind pieces, word-of-mouth from friends and family and Etsy had been the main sales channel.

It worked great for a while, but she found she wanted more opportunities to create, and to do that, she needed more than just a few sales here and there. She needed more visibility and wanted more control over how her work was shown, as well as a way for customers to shop without getting lost in a sea of other sellers. Most importantly, she wanted to build something she owned, not just rent space on someone else’s platform.

That’s where the idea for her very first website was born.

The Challenge

Etsy had been a good starting point for Brook & Lane Jewelry, but it came with some big drawbacks. The fees added up fast, cutting into profits with every sale. On top of that, Brooke’s products were surrounded by thousands of other sellers, making it hard for customers to find her shop — even when they were looking for something just like her work.

Relying on word-of-mouth meant her reach stayed small. Most sales came from people who already knew her or had been introduced through a friend. While she was grateful for that support, she knew it wasn’t a long-term plan for growing her business.

Brooke needed a space where her jewelry could stand out, where every detail — from the photos to the layout — reflected her style. Most importantly, she needed a platform she could control, without worrying about rising fees or changing rules on someone else’s site.

The Solution

We set out to create Brook & Lane Jewelry’s very first website — a place that would feel like home for her business. Since Brooke already had beautiful photos and written descriptions of her work, we focused on building a site that put her pieces front and center.

The heart of the design was a gallery-style shop page. With one glance, customers could see a wide variety of her jewelry, giving them an instant sense of her style and craftsmanship. We also made sure the site matched her existing branding so it felt consistent with her social media, marketing materials, and packaging.

By keeping the design clean and user-friendly, we made it easy for visitors to browse, fall in love with a piece, and check out without distractions. The goal was simple: make the shopping experience as smooth and beautiful as the jewelry itself.

Empowerment & Training

Launching the website was just the beginning. From the start, we wanted Brooke to feel confident managing her own online store without having to rely on us for every small change. After all, as a small business owner, being able to make quick updates can keep things running smoothly — and save both time and money.

We walked her through how to add new products, update descriptions, swap out photos, and make basic text edits anywhere on the site. Over time, she even learned how to manage her shipping plugin, giving her full control over processing orders from start to finish.

Now, she can make changes the moment inspiration strikes — without waiting for an opening in our schedule or paying for every tiny adjustment. And the best part? She loves it. There’s a real sense of pride when she tells us about something new she’s learned or a change she’s made. She knows she still has our support when a tricky, technical question comes up, but most of the day-to-day updates are completely in her hands.

The Results

Since launching the new site, Brook & Lane Jewelry has seen a noticeable boost in both sales and reach. Customers now have a clear, easy way to browse her collection and make purchases directly — without the distractions or extra costs of a marketplace platform.

The site has also given her business an instant sense of legitimacy. New customers see a polished, professional storefront that reflects the quality of her work. And for Brooke, it’s more than just a sales tool — it’s a place where her brand, style, and story can shine without competing for attention.