Ask & Embla
Channeling myth, identity, and modern rebellion into a bold e-commerce experience.
About the Project
Ask & Embla is an alternative jewelry brand rooted in Norse mythology and designed for the misfits, mystics, and modern rebels of today. The founders needed a Shopify website that echoed their ethos — bold, symbolic, and unapologetically different.
Our mission was to rebuild the online store in a way that merges mythic storytelling with sleek digital retail. Every product isn’t just jewelry — it’s an artifact. We treated the site as a curated altar for self-expression.
Preliminary Design or Layouts
The layout emphasized dark elegance, immersive visuals, and purposeful copy. We incorporated scroll-triggered animations, fullscreen product displays, and a powerful About page that connects the brand’s lore to its audience. Modular block design allows for ongoing campaign drops without sacrificing cohesion or speed.
The Challenge
We had to marry two distinct experiences: mythic storytelling and modern e-commerce. The design needed to honor the Norse-inspired soul of the brand while keeping conversion front and center. Shopify’s backend was heavily customized to support lifestyle imagery, extended product descriptions, and myth-laced collection landing pages.
What We’ve Done
We transformed the Shopify experience into a brand immersion — built to convert while staying true to Ask & Embla’s roots.
The Result
The relaunch helped the brand triple its average time-on-site and significantly increase cart completions per product viewed. But beyond metrics, the biggest win came from the community — users began sharing screenshots of product pages as digital art, showing us that the experience resonated far beyond typical retail.
Ask & Embla isn’t just selling jewelry. They’re selling transformation — and the new site gave that mission a living, breathing platform.
