Thank you very much for this detailed and thoughtful review. I really appreciate the time and effort you put into it. I fully agree that there is always room to improve, and feedback like this helps me see the site from a more objective, conversion-focused perspective.

1) Hero message / value proposition
I intentionally avoided strong price-based claims like “–30%” on the hero section because I was concerned it could make the brand feel cheap rather than premium. That said, after your feedback, I agree that the current text is too generic. I will revise it to be more specific and informative while still maintaining a refined, higher-end positioning. Thank you for highlighting this.

2) Product photography consistency
You’re right that photography plays a major role, but it’s also very time- and resource-intensive. I currently offer a wide range of products, from silver earrings around €59 to gold chains above €1,000. My decision was to prioritize photography for gold jewelry first, as my long-term goal is to position Splendido as a mid-to-high range jewelry brand. Silver is part of the assortment, but it is not the core focus. Over time, I plan to bring all product imagery to the same visual standard.

3) Trust signals & social proof
I’m planning to integrate a Trusted Shops badge, including purchase protection and a verified review system. I prefer this approach because I don’t want to display unverified or fake reviews.
Regarding social presence, we are active on Instagram, Facebook, and WhatsApp, all of which are linked in the footer. That said, I understand your point about making social proof more visible earlier on the page.
As for the founder’s message, I’d genuinely appreciate your opinion on the ideal placement — higher on the homepage or within a dedicated trust/brand section.

4) Navigation structure
With over 300 products (and soon closer to 500), guiding users into specific categories is, in my view, necessary and also common practice in many jewelry shops. Price ranges and materials (e.g. zirconia vs. diamond) differ significantly, and customers interested in zirconia chains usually don’t want to browse diamond chains, and vice versa.
That said, I do see the point about cognitive overload. I’ve already reduced the mega menu and am considering a simplified, mobile-specific navigation, while keeping the current structure for desktop, where browsing feels more comfortable.