Arax and nvision Take Jewellery Websites to a New Level

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Arax Jewellers along with nvision solutions are pleased to announce the launch of, a creatively radical and technically advanced website.

“Most people don’t think of their jewellery as being from nature, that it is made from the earth and is transformed into something beautiful and mysterious”

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The site is the basis for Arax’s rebranding initiatives to build on its position as the custom jeweller of choice in Toronto and the GTA.

Over five months of strategizing, idea gathering and development, the website came to life highlighting Arax’s extensive history and expertise, and its unique perspective on jewellery’s connection to nature; that jewellery represents beauty from the earth.

“Most people don’t think of their jewellery as being from nature, that it is made from the earth and is transformed into something beautiful and mysterious”, says Sevag Khatcherian, a Certified Gemologist at Arax and the client-side lead for this marketing initiative. “We wanted to convey a sense of that mystery and beauty, and Arax’s role in creating it, as part of our brand and we needed a website that was very different from every other jewellery site out there.”

To meet the client’s specifications, nvision Solutions, a leading Toronto digital marketing agency, developed the “Arax, Naturally” concept, primarily around three scenes that together form the site’s introduction.
More than simple graphics, each scene was painstakingly composed from a variety of images layered into a surreal work of art, each one representing the themes of mystery, beauty and nature.

“It’s not every day that a client comes to us with a project that let’s us really stretch our creative and technical expertise”, says Dave Kramer, the nvision Project Manager for the Arax web development. “We knew we had to create something special, an experience for the visitor, not a brochure.”

The experiential nature of the site is carried through the site’s navigation, copy and images, all of which float on full-sized background imagery and invite viewers to interact with the site.

The logistical and technical aspects of the site development required careful planning, especially to meet the tight deadline. As Arax’s jewellery is custom-made, stock shots were not an option. nvision organized on-location shoots for all the product photography and the results show in the large, crisp images.

The web development team took advantage of the latest HTML5, PHP, jQuery and CSS3 to layer and animate the navigation, copy and images on the full-screen backgrounds.

Immediately following its launch the site began receiving positive reviews across all major social media, including over 50 unsolicited “Likes” on Facebook in the first week alone.

According to Dave Kramer, future plans for the site include:

  • Alternating the opening scenes to coincide with the change of marketing initiative and to further reinforce the connection to nature
  • Social media integration
  • A blog to connect Arax’s goldsmiths and gemologists with their customers.

Also in the future: submitting the site to a leading web design competition. “We were very pleased to win a 2012 Silver W3 Award and we are confident we can capture Gold with the new Arax site, we’ll keep you posted”, said George Arabian, President of nvision solutions.

About Arax Jewellers

For over 40 years, customers across Toronto and the GTA have relied on Arax Jewellers for creative custom jewellery design and craftsmanship. Opened in 1971, Arax also appraises, restores and repairs jewellery at their location in the Leaside neighbourhood of Toronto.

For more information, please contact:

Sevag Khatcherian
Arax Jewellers
sevag [at]

About nvision solutions

From concepts and strategies, to design and implementation, nvision builds premium websites, graphic design and portals for its many local, national and international clients. nvision has assembled a dedicated team of branding experts, creative professionals, copywriters, illustrators, designers, developers and search engine marketing experts to offer complete digital marketing services to its customers.

George Arabian, Dave Kramer
nvision solutions
info [at]

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