Best Seller
Darichah Lapis Ring
Recycled Silver · Lapis Lazuli
£72
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Brand & Web Style Guide · 2026
A Window
Between Worlds
Darichah — meaning “window” in Dari — celebrates Afghan heritage through jewellery handcrafted by skilled female artisans.
01 — Foundation
The story we are designing for
Every visual decision in this guide serves one idea: opening a window onto Afghan artistry, and putting the artisans — not conflict — at the centre of the story.
The name
“Darichah” (دریچه) is the Dari word for a small window — a frame through which two worlds see each other.
Lapis lazuli, the deep royal blue at the heart of our palette, has been mined in Afghanistan for over six thousand years. The brand is built on that same stone: ancient, enduring, unmistakably Afghan. The logotype pairs a high-contrast serif wordmark with a geometric window glyph — that glyph is our seal.
Heritage
Craftsmanship
Empowerment
Connection
02 — Voice & Tone
Quiet confidence. Warmth without pity.
We sound like
- Elegant and unhurried — let the craft speak.
- Dignified about artisans: skill and recognition, never charity.
- Sensory and specific — stones, hands, technique, place.
- Hopeful — reclaiming the narrative of Afghanistan.
We avoid
- Saviour language or images framed by conflict.
- Loud discounts, urgency banners, exclamation marks.
- Generic luxury clichés with no story behind them.
- Overcrowded layouts — silence is part of the luxury.
“Each piece carries more than beauty. It carries the hands, the skill, and the heritage of the women who made it.”
03 — Colour
A palette mined from lapis & gold
Ivory is the canvas. Royal blue anchors. Antique gold is the precious accent — used sparingly, like real gold on a setting. Charcoal carries body text.
Royal Blue
#0E1F56Primary anchor — headers, footers, hero scrims, logo.Lapis Blue
#1A3C6ESecondary — hovers, gradients, supporting fills.Antique Gold
#D4AF37Accent — hairlines, motif, CTAs, the precious touch.Soft Gold
#F2D68AHighlights on dark — metrics, eyebrows, on-blue text.Ivory / Parchment
#FFFFFF · #F7F2E8Canvas. Warm off-white sets the editorial calm.Charcoal
#2E2E2EBody copy & UI text — softer than pure black.Ivory · 60%
Royal · 25%
Charcoal
Gold
Suggested usage ratio — let gold stay rare to keep it precious.
04 — Typography
High-contrast serif, meets quiet geometry
Cormorant Garamond echoes the Didone logotype — romantic, editorial, jewel-like. Jost carries everything functional with clean, modern restraint.
Display / Headings — Cormorant Garamond
Aa Bb Cc
A window between worlds — 1234567890
Heritage · Craftsmanship · Connection
Body / UI — Jost
Aa Bb Cc
Handcrafted by Afghan artisans — 1234567890
ABCDEFGHIJKLM · abcdefghijklm
Display72 / 96px
A Window Between Worlds
Section H240 / 54px
Discover the Pieces
H326 / 32px
What Makes Darichah Different
Lead / QuoteItalic 22px
Each piece carries its own story.
Body16 / 28px
Inspired by Afghan heritage and handcrafted by skilled female artisans, our jewellery brings together meaningful design and timeless craftsmanship.
Eyebrow / UI12px · .3em
Shop · New Arrivals · Our Story
05 — The Window
Our signature device
The arched darichah window — drawn from Afghan architecture and the brand glyph — is the one element that makes any page unmistakably ours. Use it to frame, to divide, and to invite.
Hero & portrait framing
Where it lives
- Arched frames around hero imagery & artisan portraits.
- A repeating gold jali lattice as section texture (behind you now).
- Section dividers — a row of small arches.
- The diamond ◈ as a bullet, divider dot, and loading mark.
- Collection thumbnails and category tiles share the arch top.
Arched divider in palette order
06 — Buttons & Links
Calm calls to action
Wide letter-spacing, generous padding, a single sharp 2px radius. One primary action per view.
Learn About Our Impact
Read the Founder’s Note
View All Artisans
Primary (royal) for the main path · Ghost for secondary · Gold reserved for pre-order & high-intent moments · Underline link for inline navigation.
07 — Forms & Inputs
Search, sign-up & contact
Hairline borders, gold focus glow, plenty of breathing room. The same field style serves search, checkout, contact and bespoke enquiries.
Open the Window
Be first to see new pieces, artisan stories and the next collection.
Welcome series + abandoned-cart automations run from here in Wix.
Filter chips
RingsNecklacesEarrings
BraceletsUnder £80Best Sellers
08 — Cards
Product, collection & artisan
Three card types cover the whole store. Each is a small window — image first, story close behind.
Product cards
Pre-Order
Window Stack Set
Gold Vermeil · Mixed Stones
£140
Pre-Book Now
Heritage Drop Earrings
Sterling Silver · Emerald
£95
Add to Cart
Collection tile
Collection
Signature Pieces
Artisan card (CMS)
Herat Province
Zahra
“My mother taught me to set stones by hand.”
09 — Hero Pattern
The home banner
Full-width image, a deep royal scrim from the left, generous type, one primary + one ghost CTA.
10 — Section Patterns
The home page, in parts
Reusable blocks the build can drop onto any page: pillars, impact metrics, and the founder quote.
What makes Darichah different — pillars
Heritage
Honouring Afghan culture, tradition and identity.
Craftsmanship
Skilled handmade artistry passed through generations.
Empowerment
Supporting women artisans through income and visibility.
Connection
Bridging maker and wearer, past and present.
Impact metrics — on royal
A Purchase With Purpose
Every number is a real person, a real skill, a real story.
60+
Artisans Supported
60%
Women Artisans
100%
Production Costs Covered
14%
Of Each Sale to Makers
3
Provinces
“
Darichah was created to celebrate the extraordinary women artisans of Afghanistan and share their craftsmanship with the world.— The Founder
11 — Imagery Direction
Hands, stones, light & place
Two registers: editorial product (dramatic, dark-ground, jewel-forward) and documentary artisan (natural light, real workshops, dignity first).
Editorial · Product
Jewel-forward, dark ground, raw gemstones
Documentary · Artisan
Natural light, real hands
Do
Warm, true colour · close on hands & settings · let stones be the hero · honest workshop scenes.
Don’t
Heavy filters · staged “poverty” framing · cold blue-white tones · cluttered flat-lays.
Treatment
Optional arch crop on heroes & portraits · subtle gold hairline frame · 4:5 product, 3:4 portrait.
12 — Navigation & Footer
The frame around everything
DARICHAH
A window between worlds.
Heritage jewellery, handcrafted by Afghan women artisans.
13 — Site Architecture
Every page, ready to hand off
This is the build list. Each node is a Wix page or CMS collection. Structured so new categories drop in without redesigning navigation.
Primary
Home
- Hero — “A Window Between Worlds” + Shop CTA
- Discover the Pieces — 4 collections
- Just Arrived carousel
- Our Story teaser
- What Makes Darichah Different — 4 pillars
- Impact preview
- Founder quote
- Instagram feed · Press logos
Commerce
Shop
- Shop All + filters material · stone · price · category
- Rings
- Earrings
- Necklaces / Pendants
- Bracelets
- Collections — Best Sellers · Daily Wear · Signature · Meaningful Gifts
- Product page template gallery · story · artisan · care · pre-order
Brand
Our Story
- Brand story — “Made Between Hands & Heritage”
- Vision & Mission
- Founder’s Note
- Values
CMS Collection
Artisans
- Artisan grid
- Profile template name · region · bio · photo · quote
- Products linked to each maker
Purpose
Impact & Sustainability
- Impact metrics + how support works
- Preserving craftsmanship
- Income & independence
- Sustainability · ethical sourcing
Editorial
Journal & Press
- Journal / stories feed
- Press logos & quotes expandable
Customer Care
Help
- FAQ
- Shipping policy
- Returns & exchanges
- Jewellery care guide
- Size guides
- Contact + bespoke
Account
Customer
- Login / register
- Wishlist
- Cart & checkout
- Order history
14 — Build Notes (Wix)
Hand this to your builder
A checklist that turns this guide into a live Wix store. Tick as you go.
✓
Set global themeLoad the 6 brand colours + Cormorant Garamond / Jost as site fonts in Wix Studio.
✓
Header & footerBuild once as global; announce bar, nav menu, search, wishlist, cart icons.
✓
Wix StoresProducts with material, size, story, care, artisan field, pre-order toggle per product.
✓
CMS — ArtisansCollection: name, region, bio, photo, quote; dynamic profile pages; link products.
✓
CMS — Collections & ImpactEditable collection tiles + impact numbers so copy changes need no rebuild.
✓
Product templateGallery w/ zoom, artisan block, impact statement, care, shipping, related carousel.
✓
Email automationsWelcome series + abandoned cart wired to the newsletter signup.
✓
Instagram feedEmbed on home; press logos section set to expandable.
✓
Wishlist & searchEnable Wix wishlist app + site search in header.
✓
Care pagesFAQ, shipping, returns, jewellery care, contact + bespoke form (copy ready).
✓
Mobile passCheck arch frames, hero scrim, metrics grid & nav at phone width.
✓
Category-ready navKeep Shop → Category structure so Homeware/Décor slot in later.