Case Study — Mother’s dAY — Tanishq USA
RaisedYouToBecome
Designing Tanishq USA's 2026 Mother's Day page end to end hero banner,
category system, gift finder, and store campaign, in a single week.
Role
Designer, Full Page
market
United States
timeline
6 Days
tooLS
Figma, Photoshop
industry
Fine Jewellery, Retail
A Little Context First
Tanishq USA needed a fresh Mother's Day page for 2026, not a reskin of 2025.
Leadership wanted something visibly different from what other jewelry brands were
running that season, built around one clear feeling: a mother-daughter
relationship, told cleanly, without the page ever feeling cluttered or generic.
A repeat of last year wasn't on the table. This had to
look like nobody else's Mother's Day page.
The Problem
The real brief wasn't just "make it pretty" it was a business ask. The page needed
to hold attention long enough to convert: more clicks, more time on page, less
random swiping past sections. For a US audience specifically, that meant trading
the denser, festival-heavy visual language Tanishq uses in India for something
more minimal and editorial, the sleekness American shoppers respond to.
The page had one job: stop the scroll, and give people a
reason to click deeper.
The Ask
The direction from the US team was clear on intent, open on execution: own the full
Mother's Day page hero down to every module and make the design calls on
color, typography, and tone. The north star was a page that felt unmistakably
American in its restraint: clean, minimal, sleek, built to convert rather than just
decorate.
Clear on what it needed to feel like. Mine to decide how
it got there.
My Role
I owned design end to end not just the hero banner, but every section on the page, working to keep one visual theme consistent from top to bottom. My job was to translate a short verbal brief into color, type, layout, and photo direction choices, and to make sure eight very different modules banner, category grid, budget-based
gift finder, occasion photography, gift card, store CTA all read as one page, not eight separate decisions.
What I Actually Built
Hero banner :
—
designed from scratch, color and type direction for the whole page.
Category grid :
—
sourced and refined product imagery across categories to fit one visual rhythm.
"Your Perfect Gift" :
—
full Photoshop build, enhancing jewelry shots so shoppers can browse by budget range.
Occasion photography :
—
curated and sequenced existing mood shoot images for a clean mother- daughter narrative.
"Find Your Perfect Gift" :
—
color-graded, background-removed, and cleaned up for a minimal fit.
Gift card, "Have Questions," Store Visit banner :
—
fully built in Photoshop.
The Pivot
Tanishq's usual visual instinct is festival gold: rich, layered, ornamental. That's
exactly the language the brief asked me to move away from. The shift wasn't about
removing the brand's gold and craft, it was about giving it room to breathe:
cleaner crops, more negative space, a budget-led gift finder instead of a wall of
product, and photography chosen for warmth over spectacle.
The gold didn't get quieter. The page around it did.
The Constraints
Six days, no more.
Concept to live page, with hard checkpoints along the way.
—
No brief on individual assets.
No reference deck, no locked layout, the only real direction was "stay on brand tone" and "make it feel
American."
—
Existing photography only.
Occasion and mood shots were from prior shoots, the job was retouching, grading, and sequencing,
not commissioning new photography.
—
Differentiation was mandatory.
It had to visibly avoid looking like competitor Mother's Day pages running that same week.
—
D1–D2
First iteration
D3–D4
Revisions
D5
Testing
D6
Live
The Approach
D1–D2
Hero & system first iteration
Locked the hero banner's color story and type before touching anything else
every other module had to key off this decision, so it went first.
D3–D4
Category, gift finder, and photo refinement
Refined category imagery to sit inside one visual rhythm, built the budget-
based gift finder from scratch in Photoshop, and re-graded the mood
photography to match the page's cleaner palette.
D5
Testing
Full page reviewed for consistency across modules, banner, categories,
gift finder, occasion shots, gift card, store CTA before sign-off.
D6
Live
Page shipped on tanishq.com for the Mother's Day selling window.
Hero & Category System
The banner set the palette and type direction; the category grid was
resourced and cropped to hold the same rhythm across eight tiles.
"Your Perfect Gift" : Budget Retouching
Each jewelry shot enhanced individually so a shopper could browse by price
range instead of scrolling a flat catalog.
Occasion Photography & Store Campaign
Existing mood-shoot images sequenced for a clean mother-daughter
narrative, plus the gift card, FAQ, and in-store visit modules built fully in
Photoshop.
Outcomes
Performance measured against the 2025 Mother's Day page, same selling window.
+35%
Traffic vs. 2025 Mother's Day page
~5x
Engagement
vs prior year
On par
Conversion, in line with category benchmarks
A page built in six days brought in more people than the one built the year before and kept them scrolling instead of swiping past.
Key Takeaways
A tight timeline forces the real decisions to the front the hero has to be right before anything
else can follow it.
Retouching and curation are design decisions, not just polish the budget-led gift finder did
more for browsing than any new layout could have.
"Minimal" isn't the absence of Tanishq's gold it's giving it space to be noticed.
Next Project
Tanishq Akshay Tritiya 2025
Crafted with love & care ♥
© 2026 Ujjwal Golwara. All rights reserved.