Meera Jewellery

Plus Gold users built up digital gold savings over time, but had only one way to use them: sell-to-cash. Meera Jewellery added a second path — spend it on something real and tangible.

The trust gap wasn't the e-commerce logic — it was the physical leap. Users didn't believe a digital balance would become real jewellery at their door. That belief had to be designed into the product, not assumed.

• 01Designed the jewellery e-commerce flow end-to-end: product browsing, SKU selection, gold balance as payment, and checkout.
• 02Worked across SKUs with varying gold weights, making sure the balance-to-product mapping was clear and felt trustworthy — not like a unit conversion problem.
• 03Defined the redemption UX to feel like 'spending your savings' rather than a technical gold transfer — tone and framing mattered as much as the flow itself.

Meera Jewellery drove 20% of Plus Gold's revenue in its launch month — giving accumulated savings a real, physical destination for the first time, and proving users would convert a digital balance into something they could hold.

The hardest part wasn't the e-commerce logic — it was making the redemption feel like a moment. Buying jewellery with savings you've built up over months should feel meaningful, not transactional. Getting that tone right in the UX was the real design challenge.

A jewellery catalogue lives or dies on trust in delivery and returns, not just the buy flow. If I'd had more time, that's where I'd have gone next — making the post-purchase experience as reassuring as the moment of redemption itself.