Orologiaio e Orafa

Orologiaio e Orafa is a watchmaker and goldsmith shop in Caluso, near Turin, open for more than thirty years and run by my family. Sales, repairs and bespoke creations, a loyal clientele, and no place online that told any of it.

The work started when the shop closed its e-commerce. Selling watches and jewellery in a cart had never matched how people actually buy from a craftsman. The replacement had to be simple: a showcase site with clear calls to action that lead to a conversation, not a checkout.

Before designing anything I looked at the customer data. Two facts decided the whole project: most of the revenue comes from repairs, and most customers are Silver Age. So the site does not push a catalogue. It pushes WhatsApp, the channel that generation already uses every day, plus WhatsApp stories for news and one to one quotes for repairs and custom pieces.

I wrote the brandbook from scratch: type, colours, tone, and how the craft is shown. The site pairs the shop's artisan elegance with a clean, modern layout, generous whitespace and calm typography, easy to read for the people who will actually use it. The same system went onto printed material for the shop, so what a customer sees online and at the counter is one identity.

For a shop whose customers live nearby, Google is the front door. I optimized the Google Business Profile and ran sponsored campaigns on it, aimed at the one outcome the shop cared about.

More people in the shop. That was the request, and it is what the site, the listing and the campaigns were built to do. Tradition translated, not replaced, and measured where it counts: at the door.