A brand built one show at a time
Jorge Adeler started in 1975 with a 600-dollar loan and a suitcase of trade goods. He bartered for lapis, onyx, and rhodochrosite, then turned them into pieces nobody else was making. For years he sold them himself, running more than forty mall and street shows a year from Florida to Canada.
Five decades later the work has grown up. Every piece is still handmade in his 6,000-square-foot atelier in Great Falls, Virginia, and the brand now sits in high-end boutiques from Bergdorf Goodman to Telluride. His daughters Valentina, a GIA-trained gemologist, and Wendy run it alongside him.
The signature is the rare stuff. Ancient coins, shipwreck finds, exotic pearls, all set into one-of-a-kind designs.
Plenty of reputation. Nowhere good to send people.
After fifty years the name carried real weight. The website did not. It did not show the craftsmanship, the history, or the range of work, and it gave buyers no real sense of what made an Adeler piece different.
The sales team had the same problem in person. When they stood in front of retail buyers at shows, they had no clean way to walk through collections. The brand that built itself on face-to-face selling was missing the one tool that mattered most in the room.
We started with
the store
Jorge sold his first pieces at trade shows. So we built him a tool for them.
The part the team reaches for most is the digital catalog. We took their product photography and details and turned them into catalog pages the team updates themselves, ready to pull up the moment a conversation starts.
At shows and conferences, where retail buyers pick the collections they will carry, the team opens the catalog and walks through pieces one by one. They collect buyer emails right there, which point back to the catalog online and keep the conversation going after the show ends.
It is the same selling Jorge did at mall shows in the seventies, with a far better display case.
Built to work on any screen
Same site, laptop or phone, doesn’t matter. That was the bar. We didn’t just shrink the desktop layout down and ship it. Buttons got sized for a thumb. Photos crop differently on mobile so a necklace doesn’t end up jammed in a corner. Even the menu changes shape, not just size. Everything loads in under a second either way. No waiting on images to show up. No pinching the screen just to read what a piece is made of.
The pages that do the storytelling
PixelChefs built us a digital experience that changed how we present the brand. It became the center of our client conversations and something we are proud to put in front of the world.
— Jorge Adeler Team
Where it landed
One custom Shopify store, built from scratch
A digital catalog the sales team carries to every show and conference
Product feeds live on Google and Bing
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