Client: The Bell Collection

Click to see the project


The Bell Collection is a small, family-owned company in Round Rock, Texas that designs and manufactures handcrafted sterling silver bell pendants and bell charms. Founded in 1991, their mission has always been to create handcrafted jewelry of heirloom quality with remarkable artistry that touches people’s lives. Each of their designs has a story card attached, meant to help commemorate a life or moment that is unique or special to every person.

When redesigning The Bell Collection’s website, the important message of how unique their company is, and the pride and quality that is put into the creation of every single bell, was put front and center. Their slogan “Tomorrow’s Heirlooms Today” is featured to show just how special these bells are not only to the owners of The Bell Collection, John and Seantel Cockle, but as well as to each customer who purchases one.

Helping visitors find the perfect bell for that special occasion was on the top of the list of visitor actions. This meant further categorizing and increasing the bells’ searchability.

AE implemented a “Shop Our Bells” page where visitors can shop by category, or choose to browse through all the bells offered.

We also created certain categories and ad spaces on the homepage that The Bell Collection has the control to edit and change such as their “Best Sellers”, “Just Released” and current collection based on the time of year.

AE built an “Events” page, as the owners attend many events around the U.S., so that customers are able to check and see where The Bell Collection will be. This enables online visitors to plan to attend Bell Collection events located near them.

Additionally, AE included pages for The Bell Collection’s blog to increase SEO and client interaction, a contact page and a “Join Our Email List” page for customers who want to keep up with The Bell Collection, receive special offers and promotions or contact them.