Heirlumé is a branded fine jewelry e-commerce site with a focus on helping men buy the perfect piece of jewelry for their significant other. We use personalization technology and a unique social voting tool to help gift givers pick out the perfect piece of jewelry. Our personalization experience includes the gift giver taking a lifestyle based visual survey which we match up to our data profiles and provide 9 curated fine jewelry recommendations. The gift giver can pick their favorites if they decide to, ask friends and family to vote. This assures them they are purchasing the perfect piece. We are targeting special occasion gifting and merchandising the site with unique jewelry pieces from up and coming designers concentrated within the $250-$5,000 retail price range. We put an emphasis on user experience and gifting experience both on our site and post purchase. We have an easy-to-use web experience and our luxury packaging arrives ready for men to gift to their significant other.