The Last Line

The Last Line is a Los Angeles-based fine jewelry brand known for colorful, stackable pieces and a direct-to-consumer model that offers fine jewelry at accessible price points.

The Last Line had strong brand recognition and celebrity placement but the digital store experience felt underdeveloped relative to the product quality. Average order value was low given the brand's fine jewelry positioning.

We redesigned the product discovery experience around the concept of 'building your stack' — making it natural to add multiple pieces to a single order. Bundling logic, complementary product recommendations, and an editorial lookbook section all contributed to higher session value.