Penny Lee Wang describes Pink Elephant Jewelry as a niche boutique website offering high fashion, well made diamond pieces at affordable price points. Born out of the idea that shopping online for diamond jewelry can be a personal experience, she launched Pink Elephant in October 2010. Unlike the larger jewelry websites, her unique designs can often be custom tailored to suit her client's needs. Penny is no stranger to fashion—she's been in the jewelry business for 12 years—and thoroughly knows her market. When she was ready to bring her concept to the web she knew who to call (yours truly!). We met years ago at the Fragrance Foundation. It was her first job out of college and I was their freelance graphic designer.
We talked for countless hours about the look for Pink Elephant's home page for the site plus the main pages for necklaces, rings, bracelets, earrings and bridal sections. Penny wanted the photography to have a very feminine, elegant feel. Pink was a given, but we decided to go with varying shades using fabrics and a polished wood surface for a timeless look. I brought tons of props to the shoot with Photographer David Lewis Taylor, including ribbons, tiny pillows, small dishes, fabric cocktail napkins, love letters, a bridal bouquet from Spina de Fiori, wedding invitations and vintage vanity items. It was fun shopping the trimmings district of NYC for this project! It is interesting to note that even for a small scale shoot, I brought three tables full of items which whittled down to a few select pieces. So you can never bring too much. Better to have more than be without something crucial. I introduced Penny to Kristin Sewell, web designer extraordinaire, who brought the whole vision to fruition graphically. Visit Pink Elephant Jewelry to see the whole site and indulge in her precious pieces! Photography by David Lewis Taylor.