International Craft

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About International Craft

Based in Watford, International Craft is a family owned Wholesaler established in 1971, supplying one of the largest ranges of Jewellery Components within the UK.

They offer very competitive prices to all including, department stores, market traders, party planners, schools, shop owners and fund raisers to name a few. They carry everything you will need for your jewellery making requirements.

Their company’s reputation is built on quality and reliable service with excellent customer communication.

Project Detail

Centurius were commissioned to upgrade the clients existing website after being found via the Sellerdeck (formerly Actinic) website. International Craft had then gone to the Centurius website to find other clients and were impressed by the standard of work we had previously done.

International Craft had a rough design mock-up that Centurius had to adhere to, but beyond that there was an extensive design exercise. The site needed rebranding and developing. We carried out a number of alterations and additions to initial design work until we had a final design that the client was happy with. The design had to represent a ‘craft feel’ to support the products available. Within the design, there was an integration with Google fonts which gave the site a more interesting and eye catching look.

A number of functions were included in the site to give a professional look and feel. These included a jQuery homepage advertisement rotator to allow the client to highlight specific offers and allow the customer to navigate to key products more easily. There was also the implementation of eight homepage adverts which offered clearer distinction between the different sections within the website.

The ease of use of the site was improved by the introduction of a mega menu system, allowing the extensive product range of the client to be displayed more efficiently and a more advanced purchase system for client. There was also integration with jQuery and Sellerdeck’s New arrivals/best sellers functionality allowing more products to be displayed with less delay and administration.

There was a desire from the client to increase the visibility of the site and create links between website and customer. Centurius did this in two ways; the implementation of social media links on the site so that customers can go straight to customer interaction interfaces and the implementation of third party newsletter software which allows the customer to sign up to receive information and offers. Developing this theme further, Centurius were able to integrate and set up an in built review function offered by Feefo. This gives the customer more confidence and offers the website a more professional look and feel. In addition to this, we also included the ability to display video in certain sections, if required. This allows the customer to see products before purchase.

In terms of navigation, the sections were structured to display the sub sections within a top level section. Within this, the products have been set out to provide a ‘quick buy’ system for the products on the section page, or the option to click on the product for an individual product page. To help with conversion rates and decrease returns, an image strip was placed on the product page to display certain messages such as ‘reduced’, ‘no stock’ or savings value. To increase the customer friendly feel of the site, a search engine key word area was introduced to allow the customer to find certain products without knowing the particular section that they were situated.


“Using Centurius was like having our very own in-house web developer. From the moment I first talked to them about developing our new website I knew this was the right team and they did not disappoint. In fact they went beyond expectations. I will definitely use them again for future projects because I know they genuinely care about our business.”

Ret Patel – Partner
International Craft

Get in touch…

Lencett House, 45 Boroughgate,
Otley, Leeds, West Yorkshire,
Leeds, LS21 1AG

Tel: 0113 350 4095

Recent works

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