Thurber.

A direct-to-consumer fine jewelry brand built end-to-end with AIM — identity, art direction, editorial photography, and a full Shopify storefront. "Timeless. Not Trendy." — a quiet, considered counter-program to the fast-fashion jewelry feed, engineered to read as luxury at thumb-stop scale and convert at PDP.

Thurber came to us with a founder, a point of view, and a small archive of hero pieces. We took the brand from name and wordmark through to a fully integrated commerce experience: identity system, photographic language, editorial pages, product detail pages, and the end-to-end Shopify build that ties them together. One studio, one file, one launch.

The art direction is deliberately restrained. Gallery-grade studio stills, ghost-mannequin product cards, and on-figure editorial shot in natural light — composed to sit alongside any luxury house's feed, not below it. The site's narrative pages let the founder's voice carry the brand; the PDP work treats every stone as a hero asset, with the same care we'd apply to a Maison campaign.

On the commerce side the build runs on Shopify with the full premium playbook wired in: bespoke theme architecture, custom PDP states for the oval-cut hero collection, considered cart and checkout flows, lifecycle email through the same visual system, and an admin handed back to the brand team for self-serve drops. The result is a storefront that looks and behaves like a Maison and operates like a modern DTC brand.