Since 2011, I’ve had the pleasure of designing emails for Beaverbrooks, a family-run jewellery and watch retailer. Also serving as design lead for their 2014 website redesign, I’ve helped guide the brand through the evolving email landscape—from the days of non-responsive designs to the interactive possibilities of today.
My role:
Familiar with the fast-paced demands of supporting a national retailer, I provide Beaverbrooks with prompt, expertly crafted email designs that prioritise an accessible and engaging user experience.
The process:
Design of email styles: At the outset of working with Beaverbrooks, and during periodic design refreshes, I establish email typography, CTA styles, and responsive layouts that align with their website branding, ensuring consistency through the user journey from email to website.
Email accessibility: Accessibility is a key priority in all of my designs. I adhere to best practices, addressing email-specific challenges like email-safe fonts, dark mode compatibility, and differences in how email clients render content.
Collaborative workflow: My in-depth understanding of Beaverbrooks' business and strong relationship with their internal team ensures smooth collaboration, from briefing to final design.
Supplier branding: Beaverbrooks frequently sends solus emails featuring brands such as OMEGA, Breitling, TAG Heuer, and Gucci. I carefully balance each supplier’s branding requirements with Beaverbrooks’ own brand identity.
The outcome:
Built by a specialist email developer and long-term collaborator, the emails I design for Beaverbrooks are optimised for all email clients, adhere to the latest best practices, and effectively reflect the brand's identity.
Engagement ring buying guide campaign, desktop view
Engagement ring buying guide campaign, mobile view
“Ellie has designed our emails for the last 12 years and we have a great working relationship. No email brief is too difficult, and every design produced is to a very high standard. Working across two of our brands and various products each with different guidelines, Ellie has seamlessly adapted to each different brand identity encapsulating each brand perfectly across our email communications.”
– Georgina Shaw, Beaverbrooks CRM Manager
A variety of email designs, including a TAG Heuer brand solus, desktop view
A variety of email designs, including a TAG Heuer brand solus, mobile view
Jewellery trend email campaign, desktop view
Jewellery trend email campaign, mobile view
