Lee J Rowland – Bespoke interior products and specialist furniture for the luxury market.
Lee J Rowland designs and creates classic, modern interior products for ultra-high-net-worth individuals and leading interior designers worldwide. With a career spanning more than 30 years, Lee’s work combines precision engineering, craftsmanship, and refined design.
The existing website had grown organically over time and served its owner adequately, but it no longer reflected the quality, positioning, and ambition of the business. The brief was not simply to refresh the visuals, but to reposition the website so it could support high-value commissions, speak to the right audience, and scale with the business.
Elevate the digital presence to reflect a luxury, design-led brand
Shift perception from personal portfolio to established design studio
Preserve SEO value, backlinks, and existing search performance
Improve clarity, navigation, and project storytelling
Deliver strong performance and accessibility without sacrificing visual quality
Create a structure that can scale from a one-person studio to a growing company
Website strategy and information architecture
Structural and content reshuffle
Technical rebuild with performance optimisation
SEO preservation and redirect strategy
Integration of a new business branch (Sweet Seats)
Design note:
The visual design for this project was produced as part of the overall delivery to ensure strategic alignment. However, for future projects this role will typically be separated, as combining strategy, engineering, and design significantly slows delivery. My core focus is on structure, performance, and long-term scalability.
Translating decades of craftsmanship into a clear, digital-first narrative
Avoiding a purely aesthetic redesign and instead delivering meaningful repositioning
Maintaining search equity during a major structural change
Integrating Sweet Seats as a new brand extension without fragmenting the experience
Balancing high-resolution imagery with performance expectations
Rather than starting with visuals, the project began with structure and intent:
Audience-first thinking – prioritising interior designers and UHNW clients rather than casual browsers
Clear hierarchy – organising the site around projects, materials, and commissions
Luxury through restraint – minimal, confident presentation without unnecessary effects
Performance as a feature – fast load times treated as part of the brand experience
The site architecture was rebuilt to support future growth, additional projects, and evolving services, while keeping the experience intuitive and coherent.
Repositioned the site from a personal portfolio to a design-led luxury brand experience
Rebuilt navigation and content structure around projects, materials, and commissions
Integrated Sweet Seats as a new and scalable branch of the business
Achieved excellent Lighthouse performance scores without compromising visual quality
Preserved backlinks and SEO value through clean, intentional redirects
A website that clearly communicates value to interior designers and UHNW clients
Improved clarity and confidence in the brand presentation
Strong technical foundations for future growth and content expansion
Performance metrics that compete with — and often exceed — much larger brands
During the development phase, the client opted into a Continuous Support package for a two-month period. This allowed the project to move quickly and flexibly, with priorities adjusted in real time as the structure, content, and performance work evolved.
Once the site was launched and stabilised, the engagement was scaled back to the Essential package, covering ongoing maintenance, reliability, and small improvements as needed.
Larger pieces of work continue to be delivered at a preferential rate, providing a clear and predictable way for the business to scale without the friction of ad-hoc development.
This project is a strong example of how digital strategy, technical execution, and performance optimisation can work together to support high-value, craft-led businesses.
The most successful projects are not those that simply look better, but those where structure, speed, and positioning all move in the same direction.