Founded in 1987, Jomashop is a New York City-based wholesale retailer of luxury goods such as watches, fine writing instruments and handbags. Jomashop has one of the largest online watch catalogs. While the company was doing well in annual online sales — about $50 million online — Jomashop sought to redesign its store with a greatly improved user and brand experience. Since their products are high-end, the site design needed to reflect a more upscale aesthetic and be more intuitive and easier to use. The new site would need to be responsive and provide a seamless shopping experience across devices. Browsing would be reinforced by helpful tools and good customer service to create a trustworthy online store environment where a customer could confidently purchase a $15,000 Rolex.