Case Study - Jolie & Deen - Firestone Digital


Jolie & Deen

Industry: Fashion Accessories
Independent Label



Industry: Fashion Accessories
Independent Label

Jolie & Deen is a successful independent brand that began with a clothing line and multiple retail stores. Today, their brand has grown into a trend setting, modern jewellery brand with an enviable celebrity and cult following.  They recently renovated their original website with the help of Firestone Digital.  Sales are up and the customer experience is front and center.  They share some of their journey and plans for the future with us. 

" ...they understand our needs from a business perspective. We are now more empowered with having a plan for our digital space as a growing part of our overall business. It's not just about building a pretty website. "
Karuna Percell
Jolie & Deen

Sister act Karuna and Kishori Percell are the brains behind cult jewellery label, Jolie & Deen. We spoke with them about the experience of working with Firestone Digital on the design and build of her successful website.


Hi Karuna and Kishori! Can you tell us a little bit about your company and how it has evolved?

We started Jolie & Deen with a shop on Chapel st in 2010, Our main focus was always apparel, we decided to create a small jewellery line to compliment the clothing we had, customers loved the jewellery so much and we saw that there was a real gap in the market for quality jewellery that was well priced.  Our focus then shifted from apparel to jewellery.

How long have you had your website for Jolie & Deen?  How has it changed over time?

We have been selling online for about 6 years now, at the start it wasn’t a large part of our business but has become so over time. 

Can you tell us about your experience working with Firestone Digital and how it has impacted your business?

Working with Firestone digital has been wonderful, Sam is very switched on when it comes to new trends and what’s possible, because Sam has a business background she also understands our needs and has lots of practical ideas to make our website not only beautiful but very functional. 

We saw an increase in sales straight away, it also offers a better customer experience, and the design better reflects our brand's aesthetic.

What would you say to someone considering “taking the plunge” with Firestone Digital?

Go for it, Firestone Digital will create a beautiful unique website that is just right for your business. 

What has been the biggest change(s) since you went from your old site to your new one?

We saw an increase in sales straight away, it also offers a better customer experience, and the design better reflects our brand’s aesthetic.

Any words of wisdom in relation to selling online? Any hot tips?

Make sure you invest in beautiful photography and stay true to your brand.


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