We have had what can only be described as an ‘extreme makeover’ for the website. I can’t keep the smile off my face when I look at it and see how the site finally reflects the business.

It is so important that everything about your business feels right. Just like anything you put a lot of effort into acquiring – it is crucial that you feel that the finished product matches your vision and creates the feeling you were hoping for.

The growth from concept to reality was amazing and the process made me realise that there is a common rhythm to creating something – no matter what the product.

For this project I worked with the extremely talented Scott Sanders from Scott’s Web Design. It was collaborative but also very much guided by Scott, who had the skill and the wisdom to know how to steer the project. The true ‘artist’ knows the questions to ask and how to focus your thinking towards creating the most beautiful outcome.

As I reflect on the experience, I realise that it mirrors any successful design process. The designer needs to be open to the desire of the customer whilst ensuring that the finished product will actually work. The step that is often missing is that the designer needs the customer to take ownership of that finished product in order to feel completely happy.

This is where true collaboration comes in. The designer has to let the customer immerse themselves in the process and as counter-intuitive as it may seem, sometimes that involves offering options that the customer dislikes. This strategy works as it helps create a focus.

The same thing happens when you buy anything meaningful.

A simple example is shopping for clothes. The sales person may hand you bundles of things to try on and bit by bit you are able to edit and work out exactly what it is you are looking for. Then the real design begins; And you get there with far more involvement than passively sitting there whilst creativity whirls around you. The sales person/designer starts to really look at you and you are able to look at yourself and evaluate your needs.

A metaphor for life? Possibly – possibly not.

So a big thank you to Scott for not only creating a website, but helping me put a process into words.

Melinda Nugent

www.ethicaljewels.com.au

About the Author

Melinda, a jewellery designer and qualified gemmologist, is the founder and driving force behind Ethical Jewellery Australia (EJA) and The Promised Ring.

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