# INO: Fine jewellery on a quiet, broken grid

> A project in The Ecom Awards Showcase. Featured by the editors (being featured is not an award).

- **Store:** [INO](https://www.theecomawards.com/stores/ino-jewelry) · https://ino.jewelry/
- **Built by:** [MOUTHWASH](https://www.theecomawards.com/agencies/mouthwash), [Guillaume Colombel](https://www.theecomawards.com/agencies/guillaume-colombel)
- **Credits:** MOUTHWASH (Design), Guillaume Colombel (Development)
- **Industry:** Jewellery and accessories
- **Country:** United States
- **Platform:** Shopify
- **Project type:** Storefront
- **Apps:** Klaviyo
- **Patterns:** Size guide
- **Page:** https://www.theecomawards.com/projects/ino-jewelry-storefront

## Why we featured it

INO sets its silver and gold pieces on pale grey tiles in an asymmetric grid, mixing small and oversized images so the shop page reads like a printed lookbook. Pill-shaped navigation echoes the rounded forms of the rings, and small touches such as the live gold and silver price per gram make the brand feel considered rather than decorated.

## Worth stealing

- Asymmetric product grid that mixes small and large tiles with generous white space
- Pill-shaped navigation items and a rounded filter control for necklaces, rings, bracelets and ears, gold or silver
- Footer showing the current price per gram of 14k gold and 925 silver
- Product pages with a written description of how each piece is made and set
- Ring size guide converting INO sizes to US/CA and UK/AUS sizes
- Add to bag on product pages with prices shown in the shopper's currency