The House of Modern Monarchs
Fine jewelry, made to order in Los Angeles and sold without a showroom. SpeedXMedia built the brand that stands in for one.
graded on the four cs
Every Doenara diamond is graded by an outside lab on four things: cut, color, clarity and carat weight. We held our own work to the same four.
The four Cs, as the store explains them: doenara.com/pages/faq (opens in a new tab)
01 / the brief
A jeweler with a bench and no counter.
Doenara is a new name on an old bench. The family has manufactured jewelry in Los Angeles since 1996. The founder started Doenara to carry that work straight to the person who wears it: lab-grown diamonds, IGI-certified, set in 14k solid gold and made to order.
So there is no showroom. No counter, no glass case, nobody to hand you the ring. The brand and the store have to do that job on their own.
Your money should go toward the diamond and the gold.
- Not a showroom lease.
- Not a wholesaler’s margin.
- Not a brand ambassador’s fee.
That was the brief. SpeedXMedia’s part was the brand strategy, the identity, the art direction and the eCommerce store, built so that what they cut is never missed.
02 / the identity
Skin, gold and shadow. Then one blue.
The art direction keeps a short palette. Warm skin, yellow gold and a ground that falls away to black, so the stone is the brightest thing in every frame.
One deep blue carries the rest. It is the backdrop, the cloth under a hand, the squares of a chessboard. It never touches the type, which stays one light sans with room around it.
Chips sampled from each photograph. Photography as published on doenara.com.
A monogram over a serif wordmark, with Luxury Jewelry set small beneath it. It is the only serif in the house.
On the store it runs white over the photographs and black on paper, centered above everything else.
03 / the shipped site
A store that says it plainly, and lets you look closely.
Classic at a glance. Breathtaking from the side.
Nobody tries this ring on before buying it. The photographs have to carry what a counter would: the profile, the pavé hidden under the stone, the weight of the band.
So the store gives them the room. Large imagery, very little interface, and every fact a buyer needs said once, in plain words.
Move over the ring to look closerTap the ring to move the loupe
Every ring is made after it is ordered, so there is a wait. The store states it up front, in numbers, instead of apologizing for it.
Nothing sits in stock. The workshop keeps no inventory, so each ring is made for the person who ordered it.
Production, from a CAD design to the final polish. Custom work takes 3 to 5.
Business days inside the United States, by insured FedEx. A signature at the door.
The return window. The 10% restocking fee is stated upfront too.
Figures as the store publishes them: shipping policy (opens in a new tab), FAQ (opens in a new tab), refund policy (opens in a new tab)
doenara.com on a phone
The same store, one thumb wide.
Captured from the live store at phone width: the hero, the two collections and the first rings.
Live at doenara.com ↗ (opens in a new tab). The store’s footer reads: Powered by SpeedXMedia.
04 / the numbers
The weight behind the name, in the workshop’s own figures.
Roughly. The workshop’s stated pace, and it is on purpose.
From delivery, as the store’s policy states.
The founder’s father, by the family’s own account. Over 35.
What 14k solid gold means, as the store explains it. No vermeil, no plating.
The year the family began manufacturing jewelry in Los Angeles.
Every figure is Doenara’s own, published on doenara.com: about (opens in a new tab), FAQ (opens in a new tab), refund policy (opens in a new tab)
Tell us what you have in mind. We build it to order.
No pitch deck. No middlemen.
From the blog
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