Handcrafted 925 silver jewelry

Callie Silver

Callie Silver is a 925 silver jewelry brand at 364 Ba Hat, Vuon Lai Ward, Ho Chi Minh City. In Greek, Callie means beautiful — simple and elegant, and that is also how the brand chooses its pieces: each one is made and checked by hand, and packed with a box, a polishing cloth and a silver storage pouch. To date it has more than 5,000 customers, more than 500 designs and a lifetime polishing warranty. The range covers women's and men's jewelry, couple jewelry and wedding jewelry through to gift sets, and the brand also runs workshops where customers make their own ring by hand.

MONA designed and developed the e-commerce website for Callie Silver on WordPress and WooCommerce. This is not a brand introduction page but a real store: customers filter down to exactly the piece they need, see the material and variants before clicking in, then order in their own ring size.

Visit the live website

Hero screen of the Callie Silver website with a gentle, free-spirited tagline

Industry: 925 silver jewelry
Item: Website design & development
Platform: WordPress · WooCommerce
Website: callie.vn

The challenge

People shopping for jewelry don't remember the item's name, they remember the occasion and the person they're buying for

Selling jewelry is quite different from selling clothes: customers rarely know the product name. They come in with an occasion in mind — a birthday gift for a girlfriend, wedding rings, a matching pair of bracelets for two — and a set budget. A catalog sorted by product code leaves them digging.

So we built the whole site around the filter. Five layers run on the same catalog: category, material, stone, collection and price range, sliding out from the right edge so customers can filter without leaving the product grid they're viewing. Alongside that are three entry points by occasion — wedding jewelry, gift sets, collections — for people who don't yet know exactly what they need.

The part we worked on most is the product card. The same Callie ring design comes in two different versions for men and women, plus a 925 silver version and a rose gold plated version, so we put the material box and the variants right on the face of the card instead of hiding them behind a click. Customers see straight away whether that design comes in the version they need. On the detail page, rings are ordered by finger size, and if you don't know your size there is a way to message Callie so they can help measure.

Interface highlights

The parts we put the most care into: product cards that show variants and the material box upfront, a five-layer filter tray sliding from the right edge, and three separate entry points for weddings, gifts and workshops.

Best Seller strip on the Callie Silver home page with ring category chips

Silver jewelry shopping block with tabs by product group

Callie Silver product catalog with a filter tray for category, material and price

Callie Silver wedding jewelry page with necklace and earring sets

Callie Silver gift set catalog opened with the filter tray on the right

Callie Silver workshop page teaching customers to make their own silver rings and charms

Deliverables

What MONA did for Callie Silver

01
UX/UI design in the brand's cream white palette and serif type, so product photos stand out most on the page
02
Built the store on WordPress and WooCommerce, with a variant system based on ring versions and plating
03
Built a five-layer filter tray by category, material, stone, collection and price range, sliding out from the right edge
04
Built entry points by occasion: wedding jewelry, gift sets, collections and the workshop page
05
Optimized load speed and responsive display on both desktop and mobile