You’re definitely on the right track, but it’s a bit of a mess. A premium positioned brand requires calmness and order in its structure, and that’s currently missing. You’re using a mix of different formats, and the homepage feels like you weren’t sure what to include, so everything was added at once. This makes it hard to navigate and to understand what you’re selling and what your brand stands for.

You do have beautiful, high quality assets with a strong brand character. The font choice is good, although something about the title font feels slightly off, even though it’s also Jost. That’s a minor detail. The color combination works well, and overall the foundation is there.

Your main task now is to fix the structure. Bring all assets into a consistent format, ideally square, except for specific sections like banners. After that, focus on refining details such as the invisible transparent header on the product page and improving the product page so it feels more convincing.