Built by Corey See the live rebuild  ↗
Proposal · prepared for Icarus Jewellery · 25 May 2026

A few specific fixes for icarusjewellery.com.

Icarus Jewellery · Bath · website rebuild

I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out on the Squarespace mobile build of icarusjewellery.com. What follows is the three findings, then a working rebuild you can click through.

Open live preview  ↗ Read the three findings Reply to the proposal
3 Pulteney Bridge · Bath · since 2015

One of four bridges on Earth lined with shops along its full length. Open the live preview ↗

Three findings, in order of priority

A Squarespace homepage that does not name the bridge, the founder or the collection.

A walk-through of icarusjewellery.com on 25 May 2026. Three findings, each with what I saw, what I think the impact is, and what the rebuild does about it. The working rebuild lives at /preview/.

01

The address is one of four shop-lined bridges on Earth, and the homepage does not say so above the fold.

What I saw
Icarus Jewellery sits at 3 Pulteney Bridge, Bath. Pulteney Bridge is one of only four bridges in the world with shops along its full length, alongside Ponte Vecchio in Florence, the Rialto in Venice and Krämerbrücke in Erfurt. Designed by Robert Adam in 1769 and opened 1774, Grade I listed, Palladian, sitting over the weir on the Avon. It is one of the two most photographed locations in Bath, the other being the Royal Crescent. The current Squarespace homepage carries the address as a small footer line. The bridge does not appear above the fold. The "one of four" provenance is not on the site at all.
Why it matters
A visitor planning a Bath weekend, a journalist writing the city up, the cruise-coach driver looking for a stop, the cubic-zirconia ring buyer typing "jeweller Pulteney Bridge" into Google: each lands on a homepage that could be any silver shop in any town. The single strongest piece of brand equity Icarus owns, the building, is functionally invisible online.
After rebuild
A hero that states Pulteney Bridge above the address, treats the bridge itself as the brand image, and a quiet "one of four bridges in the world lined with shops along its full length" sub-line that travellers, tourists and editors immediately recognise as the credential it is.
02

Twenty-five years in the trade, and the founder is not named on the homepage.

What I saw
Dilek Koroglu founded Icarus in 2015 and has been buying for silver jewellery for twenty-five years. The Octopus Collection, the visual signature of the shop (£175 to £445, hand-forged hammered oxidised sterling), is selected and forged for the shop under her direction. Her story sits one click deep on /about-us, in a single paragraph. The homepage does not mention her name, her twenty-five years, or the curated nature of the line. Customers buy from independent silver shops on the strength of who is behind the counter. That signal is currently off.
Why it matters
Without the founder named above the fold the shop reads, online, as a brochure for a stock of pieces. With her named, it reads as a curated collection from a buyer with a quarter century of trade behind her. The same Octopus Collection at £445 lands very differently in the two frames.
After rebuild
A hero lede that names Dilek and the twenty-five years. A heritage block that walks the visitor through 2015 to today on Pulteney Bridge. A short owner-voice block, sourced from her existing About copy, set in the largest serif on the page.
03

No JewelryStore schema, no founder Person markup, no AggregateRating on the 44 Google reviews.

What I saw
A crawl of icarusjewellery.com surfaces the Squarespace 7.1 default schema, which is generic Organization at most. There is no JewelryStore subtype of LocalBusiness, no PostalAddress with the BA2 4AX postcode, no openingHours, no founder Person reference to Dilek Koroglu, no AggregateRating on the 4.9 stars from 44 Google reviews, no Product schema on the £395 Octopus Brooch or £445 Octopus Bracelet, no FAQPage. The credentials live in HTML body text and not in structured data.
Why it matters
The queries that should be a guaranteed win for Icarus, "silver jeweller Bath", "Pulteney Bridge shops", "handmade silver ring Bath", "octopus jewellery Bath", are increasingly answered by AI assistants and Google rich results reading structured data first. Without schema the shop is invisible to that surface. A generic jeweller in Bristol with thinner credentials but well-formed markup outranks Icarus on its own categories.
After rebuild
JewelryStore (subtype of LocalBusiness) with full PostalAddress, telephone in E.164, opening hours and AggregateRating populated from Google. Person markup for Dilek Koroglu, founder, with 25 years tenure. Product schema on the Octopus Collection pieces. FAQPage on the four most-asked customer questions. Rich snippets begin citing Icarus on the Bath silver query set within weeks.

Web stack and gaps inventory, May 2026

Current  ↗  icarusjewellery.com
Platform
Squarespace 7.1 (default theme)
Hosting
Squarespace, ~£25 / mo
CMS surface
Squarespace editor: generic blocks, no Pulteney Bridge hero, no founder profile
SEO
No JewelryStore / Person / FAQ / Product schema. 4.9 stars from 44 reviews not in structured data.
Commerce
Squarespace Commerce: works, but the product cards use generic templates with no provenance copy
Performance
Squarespace framework JS on every page, hero typically 1.2 to 1.8 MB
Proposed
Framework
Astro static site (Astro 6)
Hosting
Vercel edge network, sub-100ms first-byte across the UK
CMS surface
Markdown for pages; small Sanity studio for stock additions if you want it
SEO
JewelryStore + Person + Product + FAQPage schema at build time
Commerce
Keep Squarespace Commerce on a sub-route, or migrate to Shopify Lite if you prefer. Brochure-first by default.
Performance
Static HTML, hero photo lazy-loaded, target Lighthouse mobile Performance 95+
Pricing

Fixed price, no hourly billing, no surprise upgrade tier.

Single fixed fee for the rebuild plus an optional monthly care plan. Includes DNS cutover and one round of revisions before launch.

Build

Full Astro rebuild, on the bridge

Homepage anchored on the Pulteney Bridge address and Dilek's twenty-five-year story. Octopus Collection lifted out of the generic product grid into its own section. JewelryStore + Person + AggregateRating + FAQ schema. 2 to 3 week turnaround.

£2,000
fixed · one-off
Care

Hosting and ongoing care

Vercel hosting, TLS auto-renewal, monthly content additions (new collection pieces, hours changes, seasonal banners), schema upkeep, monthly analytics email.

£150
/ month · cancel any time
Optional

Embedded chatbot, trained on FAQs

Small site-wide chat widget, trained on the FAQ plus the founder copy. Answers "are you open Sunday", "do you ship to the US", "is it real silver" without anyone in the shop touching a screen.

£50
/ month · optional

No retainer. No contract. No in-person visits, fully remote from Switzerland.

Timeline · phased rollout

Three phases. The bridge is on the homepage in week one.

Phase 1 · Week 1

Pulteney Bridge above the fold

  • • Rebuild the homepage around the bridge, the address and the founder
  • • Octopus Collection lifted out of the generic product grid into its own section
  • • JewelryStore + Person + AggregateRating schema, 4.9★ from 44 reviews in structured data
  • • DNS cutover, fresh Vercel TLS, Squarespace stays as commerce backend if you want
Phase 2 · Weeks 2 to 3

Story, photography, FAQ

  • • Heritage block with the 2015 opening, the Pulteney Bridge history and the four-bridges fact
  • • New shop photography commissioned or pulled from your existing Squarespace gallery
  • • FAQPage schema on the four most-asked customer questions
Phase 3 · Week 4+

Optional commerce migration

  • • Optional: move from Squarespace Commerce to Shopify Lite (cheaper, faster checkout, better mobile)
  • • Octopus Collection landing page with provenance copy on every piece
  • • Monthly analytics email, schema upkeep, new-collection page additions
FAQ

Four questions the proposal usually triggers.

If any answer needs a follow-up call, reply with two or three 20-minute slots in the next ten days.

You suggest committing to a design and I have not signed off on anything yet. How do I know I will like the build? +

The /preview page is the design. It is the working rebuild of the homepage, fully styled, on real photography from your own Squarespace, with the real address, real hours and real founder copy. If after reading it you want changes to typography, palette, sections or photography I make them in one round of revisions included in the fixed fee, before launch. The proposal exists so you can judge the design before committing, not after.

You are using photos from our current Squarespace. Do we need to commission new photography? +

Not for launch. The existing /about-us and /octopus-collection images are sharp enough to carry the homepage. Phase 2 includes a recommendation for a half-day shoot if you want a single signature shopfront image of the bridge at golden hour, which would lift the hero further. That is optional and not included in the £2,000.

What happens to the existing Squarespace commerce? We have stock listed there. +

Two options. One, keep Squarespace Commerce running as your stock backend and the new Astro site links out to product pages on the Squarespace subdomain. Zero migration risk, the cart and checkout you already know stay exactly as they are. Two, migrate the catalogue to Shopify Lite for a cheaper monthly fee and faster checkout. Option one is the default; option two is a Phase 3 conversation only if you want it.

You are in Switzerland. Do we ever meet in person? +

Not as part of the build. All comms by email, occasional video call if useful. I lived in Cardiff for ten years and visit the UK a few times a year, so a coffee in Bath in autumn is plausible but not a condition. The price is the same either way.

Next step · one email, one decision

If the proposal lands, reply with two or three 20-minute slots in the next ten days for a video call.

I take on three Bath builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June 2026, the proposal site comes down.

See the live rebuild  ↗ Reply to the proposal
See the live rebuild

A working preview you can click through.

Opens in this tab. The full rebuilt homepage on real photography, real address, real founder copy. About a minute to scan.

/preview/  ↗