Name: Troia
Author: Troia

The Basics

Business name — settled, or still deciding?

If still deciding, list every name you've considered.

One-line description of what you make and who it's for.

City & state you're based out of.

Email for the site to show

Phone (or "keep private")

Existing handles & assets

Your Story

This drives the About page. Talk like a person, not a brand.

How you started making jewelry — what got you into it.

Why you've kept making it for ten years.

What separates your work from mass-market or other handmade jewelry.

If the business name has meaning, what is it.

What you do want customers to know about you. What you don't.

The Work

Categories you make

Necklaces Earrings Bracelets Rings Anklets Hair pieces

Materials — list everything you actually use.

Rough inventory ready to sell now

Production model

Price range

Custom orders — yes or no?

Yes No Sometimes

If yes — typical lead time + how you price them.

Collections or themes (if you group your work).

How You Want to Sell

Be honest about what you'll actually do, not what sounds good.

Selling model

Full online checkout (cards, you ship) Catalog only (DM/email/text to buy) Hybrid (in-stock online, custom is inquiry) Undecided — talk me through it

Local pickup option?

Realistic shipping cadence

Packaging — what you have, what's missing.

Returns policy — your gut answer.

Business entity

Sales tax registered?

Reminder: skip anything that doesn't fit, and general answers are fine.

Visual Direction

Brand mood in 5 words or fewer.

Color palette — hex codes, Pantone, paint chips, or a reference image link.

Materials & textures the brand should evoke.

Typography preference — serif/sans/mixed, weight, contrast, any specific typefaces.

Density

Minimal / airy Editorial / layered Dense / maximalist

Photography style you want.

Photography style you don't want.

3–5 references that nail the feeling. URLs + one line on what works.

1–2 anti-references — what feels wrong for your brand and why.

Jewelry brands you respect (and why).

Brands you specifically don't want to be confused with.

Customer

Describe the people most often asking about your jewelry right now. Age, style, spending pattern, where they shop.

Dream customer — type, not name.

Who this is explicitly not for.

Photography & Copy

Current photos — how many.

Shot with what.

What's the background usually.

Photos of you working or wearing pieces — what you have.

Open to a proper shoot day?

Product descriptions status

Still going? Anything you can't answer, just skip — no big deal.

Retail & Discovery

When someone wearing your work in person is driving early demand, we design for it.

Pieces getting the most compliments — name them, we'll feature them.

Want a way to point people from in-person sightings directly to specific pieces?

Yes — QR card / short link No Maybe

Anyone modeling pieces for the site — and are they comfortable being photographed?

Goals & Constraints

What "this is working" looks like 6 months in. Be specific.

Hours per week you can give this once the site is live.

Target launch window.

Build budget

Ongoing budget

What you do not want this to become.

Anything Else

Anything else we should know — notes, context, or things we didn't get to above.

Got it.

Thank you. I've got everything I need to start.

We'll go through what you sent and come back with a design direction + a clear plan for what we'll build first. If anything's missing, we'll reach out.

— Troia