🏢 Engagement · Moonee Ponds, Melbourne
Custom Jewellery, Repairs & Heirloom Remodelling
Research Phase
Before writing a single line of code, our research agent studied Micheli Jewellery — their current website, social presence, reviews, team, and services. Here's what stood out.
Founded by Elvi, a first-generation Australian from Lucca, Italy, with son Marc now co-owner — the team boasts over 85 years of combined jewellery expertise, with staff member Cinzia holding a Diploma in Diamond Technology from GAA and the Barry Barrington Award
Won the 2025 Australian Small Business Champion award and the 2024 NW Melbourne Local Business Awards Most Outstanding Jeweller — verified competitive recognition that most local jewellers cannot claim
Expanded from the original Moonee Ponds boutique at 56 Puckle Street to a second location at Malvern Collective (Building C, Unit 110, 659 Dandenong Road) — with 206 Google reviews and a team of 6 named staff including dedicated managers for each boutique
Design Phase
Every design decision was intentional — informed by the research, not pulled from a template library.
Visual Direction
A 7-page site — the largest in the batch — with dedicated pages for engagement rings, wedding bands, remodelling, team, about, and contact. Built with 9 components across 1,835 lines of TSX, the ring-style-finder interactive component guides couples through design preferences, while the image-gallery and testimonial-carousel showcase the handcrafted, in-house production process.
Design Rationale
Micheli explicitly differentiates from jewellers who send work offshore — every piece is made locally by in-house Master Jewellers in Melbourne. The design needed to communicate this artisan premium positioning while staying warm and family-oriented, not exclusive or intimidating. The 7-page structure with a dedicated team page lets each of the 6 named staff members (Marc, Elvi, Nicola, Naomi, Cinzia, Cal) build personal trust, reflecting the brand's emphasis that 'your story becomes a work of art'.
Build Phase
Site Architecture
// Next.js App Router
Methodology
Spark (research agent) scraped Micheli Jewellery's current website, Google reviews, social media, and business listings. Every piece of real data — team names, service pricing, business hours, unique details — was extracted into a structured profile.
Based on the research, a bespoke design direction was created specifically for Micheli Jewellery. No templates — the typography, color palette, layout patterns, and visual effects were all chosen to match this business's personality and industry.
Pixel (design agent) built the entire 7-page Next.js application from scratch — 9 custom components, real content from the research phase, App Router with proper routing, and production-grade code.
Sentinel (QA agent) verified the build compiles cleanly, checked for placeholder content, validated all routes render correctly, and confirmed the design is unique (not recycled from another demo).
Additional Notes
Research covered 8 sources with high data completeness — the richest dataset in this batch. The official website (michelijewellery.com.au) provided extensive data including brand story, team bios for all 6 staff members, full service listings, the founding story from Lucca, Italy, and details on both boutique locations. Additional data came from Google (206 reviews noted), Yelp, and award listings. The business trades as 'Micheli Jewellery' but was formerly known as 'Micheli Eurogold' and 'Eurogold Jewellers'. Founded year estimated at approximately 2009 based on '17 years in the industry' referenced on the website.
For Reference
Micheli Jewellery's current website: www.michelijewellery.com.au
More from the experiment
This case study is part of the AI Web Lab — a 30-day experiment where AI agents build bespoke websites for real Melbourne businesses. Every site is researched, designed, and built from scratch by a team of five specialist AI agents. The full methodology, code, and results are documented transparently.
This study is being prepared for publication as part of a research paper on AI-assisted web development at scale.
We built Micheli Jewellery's site in 10 minutes. Same process, same quality — a custom website built for you, not a template.