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PamelaLoveNYC.com is getting a brand new look.

Beginning this week, users who visit the jewelry designer’s Web site will  see a completely overhauled interface, complete with new interactive features, editorial content and more. “We haven’t really updated our site in two and a half years, and the digital landscape has really changed in that period of time,” Love said. “There a lot more brands in the world, and in the jewelry space in particular. There started to be a lot of overlap in the aesthetic and the design of the site, and we wanted to start to move away from that and create our own language.” That language, according to Love, is largely rooted in catering to the brand’s customer. “It’s really a storytelling site,” she said. “[The customer] wants to see what’s going on behind the scenes. It really helps to build a long-term relationship.”

One such storytelling method will be the site’s content — or “journal” — hub, which will spotlight individual customers. “We’re doing an ongoing feature where we visit the homes of our customers and do a photo interview with them where we see their house and their personal style,” Love said. “We want to celebrate the idea of collective, and people who are collectors of our work.” Among the first to be featured: musician Dee Dee Penny of the Dum Dum Girls and her husband Brandon Welchez of the band Crocodiles. The journal section will also include more brand visual and video content, such as blog posts by Love.

Other aspects of the site include updated product descriptions with hyperlinks leading to a photographic glossary featuring technical jewelry terms and a jewelry care guide, illustrated by Brooklyn-based artist Meghann Stephenson. “We’re trying to promote jewelry as something you wear forever and don’t throw away,” said Love of the latter feature.

E-commerce will be a main component of the updated site; Love notes that while e-commerce attributes 30 percent to the company’s overall sales, she aims to reach 50 percent following the relaunch. “The e-commerce section itself will be very user-friendly,” she said. “It will provide so much information about each collection, such as the inspiration and the stones used. It is really important to tell the story of the brand and set it apart from the competitors.”

To help reach the 50 percent mark, Love will introduce exclusive products to the site, including a destination for the designer’s signature arrowhead styles. “We’ve always had arrowhead pieces on sale on our Web site, but it’s been quite difficult because every arrowhead is one of a kind but there’s just been one photo,” she said. “Now we’ll have an arrowhead section, where you can actually pick out your arrowhead.”

The existing “objects” landing, which features nonjewelry vintage pieces for sale, such as boots, home decor and handbags, will still be a prominent feature of the site; Love notes that the section is already a customer favorite. “[Objects] lets our customers see what other things make us tick,” she said. “We’re now going to do it in a bigger way and work on a bunch of collaborative projects with artists that we’ll be able to feature and sell on the site.”

Finally, Love will also introduce an archival collection, featuring previously unreleased, one-of-a-kind pieces that never made it to market. “We’ll have pieces that were maybe some of our crazy or weirder pieces,” said Love. “It really is a collection of our favorite things that we still happen to have around.”

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