SafSafu: A Case Study in Playful Power and Digital Precision
May 30, 2025
By [stroem]
I’ve been a fan of SafSafu for quite some time. The brand cultivates a bold presence across social media, anchored by its magnetic identity and powered by influencers with genuine cultural weight (think Julia Fox, Dua Lipa, Gigi Hadid, and a wave of bold, visually driven Asian influencers and artists.) But SafSafu’s charm goes deeper than smart placements. The aesthetic is wildly playful, with animal-shaped details, kitschy-cool energy, and unfiltered color. I discovered the brand on SSENSE, and I’ve since picked up a couple of pieces myself.
What keeps me watching—and admiring—is the community vibe. Their events and campaigns celebrate all styles, all ages. It’s not about looking a certain way; it’s about being unapologetically yourself, with a kind of joyful swag that draws people in. You don’t just admire SafSafu—you want to be part of it.
The Homepage: A Mirror of the Brand
SafSafu’s website and its homepage is a striking digital reflection of the brand’s personality: bold, ironic, kitsch, dramatic, unisex. Whether accessed via desktop or mobile, the homepage delivers a sense of identity and a cleverly designed shopping experience that balances visual chaos with UX clarity.
Aesthetics & Structure
Upon entering the site, visitors are greeted with a hero video that sets the tone—on desktop, it spans full width, showing a carefree girl splashing champagne, dripping in SafSafu jewelry. She embodies the self-assured, Y2K-glam ideals of the SafSafu muse: confident, chaotic, and captivating. On mobile, the same video is presented in a square format, maintaining impact while respecting the screen size.
The design is playful and precise, with saturated visuals, vibrant color accents (like a signature police-yellow), and bold typography in all caps in the menu. It's a blend of high-energy aesthetics and deliberate UX design choices.
The site’s layout is intentional, organised and makes the key content instantly visible:
A prominent New Arrivals follows the hero video.
Product categories—Earrings, Rings, Necklaces—are laid out in a smart, one-to-one grid.
A Gift Card callout is given equal prominence, positioned early in the journey to encourage gifting as a low-commitment entry point.
On both desktop and mobile, the information strip at the top announces time-sensitive offers (e.g., discounts on orders over €100 or free shipping above €180). It scrolls smoothly on desktop, while rounded edges on mobile soften the drama without losing edge.
Everything needed to convert first-time visitors is present—at a glance.
Main Menu & Navigation
The main menu is powerful in its clarity and structure. On both devices, it contains strategically placed eight sections: New Arrivals, Earrings, Necklaces, Rings, T-Shirts, Objects, Bags, Sales.
Hovering on desktop triggers oval-shaped highlights and a typographic shift from all caps to capital italics—a subtle but stylish detail. The logo sits on the top left followed by the currency selection, cart, and a hamburger menu aligned to the right.
Safsafu chooses to ad a hamburger menu to the Desktop view to meet the needs of a diverse behaviour (clever!).
The menu mirrors all main categories but also gives us the additional pages About, Paris Store, Stockists and Contact Us—expanding the brand universe and ensuring global accessibility.
Live chat is available across devices, offering immediate help with FAQs on shipping, returns, and tracking—a customer-first solution integrated seamlessly.
Footer & Functionality
The footer caters full client service layout on the desktop including returns, exchanges, stockists, and contact details—all visible without additional clicks.
For mobile devices the footer is more compact with expandable chapters like “Returns & Exchanges” and a contact form instead of an email link which is a clever optimization for smaller screens.
Newsletter subscription is present in both views, with mobile highlighting a 10% discount incentive. The process is quick, with an arrow click to submit and a visible confirmation.
Legal and compliance details (Terms, Privacy) are included and easily accessible.
Brand Snapshot
Brand name, website | SafSafu, safsafu.com |
Founded | 2016 |
Origin | Paris / Barcelona |
Founder / Designer | Safu Seghatoleslami |
Designer´s background | Safu Seghatoleslami, born in Tehran in the 1980s and raised in Barcelona from the age of three, blends her Iranian heritage and Spanish upbringing into a rich multicultural identity. After studying Industrial Design and earning a Master’s in Jewelry and Accessories, she rose to Creative Director roles at major Spanish fashion houses before founding SafSafu in Paris in 2016—a brand named after her childhood nickname. SafSafu reflects Safus vibrant, joyful spirit through playful, colorful designs that fuse Persian motifs with contemporary Western aesthetics, celebrating individuality and cultural hybridity. |
Ideal customer | SafSafu’s ideal customer is a bold, culturally curious creative who embraces individuality and wears jewelry as a form of expressive, unapologetic self-art. |
Commercial success | Worn by global icons like Dua Lipa, Rosalía, and Olivia Rodrigo, and stocked by leading retailers such as SSENSE, Galeries Lafayette, and Luisa Via Roma and operating own e-commerce and retail, SafSafu has cemented its place as a cult favorite among creatively driven, style-conscious tastemakers. |
Flagship store | Originally based in Paris with production in Italy, SafSafu announced a move to Barcelona seven weeks ago. At the time of writing, no further details about the relocation have been disclosed. |
Tech stack | The SafSafu website runs on Shopify, leveraging its native checkout and backend capabilities for streamlined e-commerce. It integrates tools like Google Analytics, Facebook Pixel, and Mailchimp for performance tracking and marketing automation, with AfterShip for real-time order tracking. Additional customer engagement is supported through tools like AdRoll for retargeting and Wheelio for gamified pop-up experiences. |
Iconic pieces (in my humble opinion) | EARRINGS (all of them!) |
Category Deep Dive: Earrings with Attitude
Among SafSafu’s product categories, Earrings stands out as both a creative centerpiece and a UX playground. It’s infused with charm, symbolism, and personality yet while the aesthetic is bold and delightful, the functionality reveals some room for improvement.
Playful Precision Meets UX Potential
From the start, the category page engages visitors with an interactive grid toggle—a UX rarity: a 2-grid or 4-grid layout for Desktop, switchable via subtle and playful “+” and “−” buttons. This feature is much appreciated as offers personal control over visual density, which is both clever and customer-centric. The mobile product listing is a fixed 2-grid layout and a bit constrained. Hover effects are missing on mobile which strips away some of the charm.
SafSafu enhances the product listing with micro-animations—a waving lucky cat, a dangling tooth—making the products come alive and extend the brand's playful voice into the interface.
Each product shows product name and price, with hover-triggered italics as a branding detail and some playful labels (tags) in a trued SafSafu style: “On Sale” tags are red and smiling, “Sold Out” tags are blue and sad—literally, with illustrated emotions.
Color use is varied, with multiple soft greys that feel slightly inconsistent but not disruptive. A minor downside is the lack of immediate information on fit or scale—you need to click through to the product page to understand size or whether earrings are sold as singles or pairs.
What’s Missing: No Filters, No “View All”
Critically, neither desktop nor mobile includes a filter system—a key UX feature that’s missing entirely. For a brand with such visual diversity and a playful product range, this is a missed opportunity. Some clever options like material (gold, silver, enamel, resin, etc.), shape (hearts, animals, letters, eyes, celestial, food, and so on), color and even a price range or original price/sale options (especially useful for gift shopping) might boost conversions.
I also miss a “View All” category to showcase the full product range at once—essential for first-time users who want to scan everything.
Product Page Breakdown: The Tooth Earring
SafSafu’s product detail page delivers a clean, visually balanced layout that lets each piece speak for itself—without unnecessary clutter. Whether viewed on desktop or mobile, the page offers just enough imagery, context, and interaction to support an informed purchase. With the addition of clever copywriting and tighter mobile layout adjustments, SafSafu could turn a great product page into a brand moment—without losing its editorial restraint.
Layout & Visual Hierarchy
On desktop, the layout is split gracefully: the left 45% of the screen is dedicated to product images, beginning with an animated loop that brings the earring to life—I was reviewing the Kawaii Tooth Earring.
The animation is followed by two carefully selected images, including a model shot that clearly communicates scale and fit, alongside a complementary necklace with a lucky cat motif. The combination hints at the brand’s wearable, collectible lifestyle and is great for upselling. With just three images, it strikes the right balance between information and simplicity, avoiding scroll fatigue.
On mobile, the same images appear in sequence at the top of the page. While scrolling through them is natural, the vertical layout slightly elongates the path to product details. Still, the short image set keeps this from becoming a friction point.
Purchase Section & Bundle Logic
The purchase module is classic, clear and direct: with an immediately visible product title and price, a bold, yellow CTA ( “Add to Cart”) and a clever bundle logic 👇
By default, the product is sold as a single earring, but shoppers can opt to buy a pair and receive a 10% discount—a smart upsell move for those gifting or seeking symmetry.
Interestingly, on mobile, the pair option is selected by default, subtly nudging users toward a higher-value purchase. I don’t believe it’s accidental—it’s a subtle, strategic decision likely aimed at increasing average order value, and it does so without coming across as pushy.
Product Information & Additional Details
The product info on desktop is concise and factual, laid out without fluff:
Material: 24K gold-plated brass
Sold individually
For pierced ears
Made in Italy
Additional sections for shipping and returns are tucked into expandable accordions—keeping the page tidy but informative. A newsletter signup offers 10% off the next order, which is reiterated in several touchpoints throughout the site.
On mobile, the same details are present, though some visual inconsistencies are noticeable—such as excess white space between the product title and description. It’s a minor issue but could be easily refined for tighter visual cohesion.
Cart & Checkout: Clean, Functional—but Room for Conversion Magic
The cart experience on SafSafu is as it should be: clean, immediate, and quietly efficient. The bold yellow CTA does its job without fuss, instantly updating the cart with product details, geolocated pricing, and tiered shipping options that are transparent and fair. A fallback note offers help if shipping to your country isn’t supported—functional, though a more elegant integration wouldn’t hurt. The applied discount code, visible totals, and no-nonsense layout make the experience feel solid and trustworthy.
Checkout continues that minimal rhythm—hosted by Shopify’s Shop Pay, with options for express checkout, guest entry, and newsletter opt-ins placed just where you'd expect. Everything works. You can change shipping, apply another code, or double-check your summary. But while the mechanics are intact, the moment lacks flair. There’s little of the brand’s charm or visual energy here. It’s frictionless—but also flavorless. For a brand that gets so much right emotionally, this final stretch could use a bit more magic.
Functionally solid, visually aligned, the checkout is yet ripe for enhancements, especially when it comes to regionalized payment options and last-minute persuasion techniques.
What Could Be Improved
As the Earrings category is where SafSafu’s spirit shines—playful, slightly rebellious, and detail-rich, there are a couple of missed opportunities to take an action on. Worth mentioning is that the desktop version excels in combining aesthetic delight with interactive function and the mobile view could use a few more advanced features.
Add Filtering Options in Product Listings
Filtering is currently absent on both desktop and mobile, limiting the browsing experience. Introducing filters by material, color, theme (such as hearts, animals, symbols), and price would streamline product discovery.
This enhancement would make the shopping journey more intuitive, particularly for first-time visitors, and likely boost conversion rates.
Introduce a “View All” Category
Currently, customers are limited to curated collections like “New Arrivals” or specific product types, which can slow discovery. Adding a “View All Products” category would allow visitors to browse the full range at once. This is especially valuable for returning customers or time-sensitive shoppers, improving accessibility and encouraging higher-value purchases.
Enhance Product Storytelling
There is a lot of storytelling on SafSafus social media. Adding this charm to the product pages that are already visually strong will convert more new visitors. Offering little emotional context and incorporating short, playful descriptions that reflect the brand’s personality and hint at each item's inspiration would enrich the user experience.
This kind of narrative detail builds the resonance and deepens brand connection, convert browsers into buyers and is pumping the SEO/GEO.
Strengthen Mobile Visual Hierarchy (minor!)
SafSafus mobile layout currently shows some inconsistencies in spacing and visual rhythm, particularly between titles and descriptions. Refining the visual hierarchy—by tightening whitespace and ensuring consistent alignment—would enhance readability and aesthetic cohesion.
This small design upgrade can significantly elevate user comfort on mobile, where the majority of traffic likely occurs.
Expand Checkout Payment Options
This one is a no-brainer really, I am sorry for pointing out the obvious and I am sure you have your reasons for keeping it simple. But I will push it anyway as the current checkout supports only Shop Pay and basic card payments, limiting flexibility for international customers.
Adding options like Apple Pay, Klarna, Swish, PayPal, and other region-specific methods would cater to diverse user preferences. This upgrade would reduce checkout friction, build trust, and lower cart abandonment—especially in key global markets.
Add Cross-Selling & Styling Suggestions
Apart from smart bundles there are no upselling or cross-selling prompts during the product or checkout journey, missing opportunities for deeper engagement.
Integrating modules like “Complete the Look,” “Pair With,” or “You May Also Like” would encourage exploration and inspire multi-item purchases. This is a standard (rather boring) e-commerce practice but it usually increases the average order value, and is worth mentioning.
Bring Brand Personality Into Checkout
This is my personal call, I just miss SafSafus coolness in the checkout :), it feels detached from the main site, lacking the signature flair. Introducing subtle brand touches—like playful copy, expressive icons, accent colors, or light animations—would maintain emotional continuity.
These small playful features can make the final step feel just as considered and memorable as the product discovery phase, helping reduce drop-off at the point of purchase.
Best Practics From SafSafu
SafSafu isn’t just a jewelry brand—it’s a masterclass in personality-driven e-commerce. While there’s room to refine the user journey, the foundation is strong: bold aesthetics, clever details, and emotionally resonant branding. Below are the key practices that define SafSafu’s digital success and make it a brand worth learning from.
Consistent Brand Aesthetic Across Channels
SafSafu maintains a bold, playful, and unmistakable visual identity—from product design to website layout to social media presence—ensuring brand recognition at every touchpoint.
Smart Use of Animation and Visual Detail
Interactive elements like animated product images (e.g., waving cats, dangling tooth) add personality and memorability to the shopping experience without compromising usability.
Clever Product Bundling
Offering customers a small discount when buying a pair (vs. a single item) encourages upselling in a subtle, customer-friendly way that increases average order value.
Dual Navigation Structure (Main Menu + Hamburger Menu)
SafSafu smartly implements both a traditional desktop top menu and a hamburger menu—allowing for both horizontal (menu) and vertical (hamburger) discovery paths.
The dual-navigation approach echoes smart Korean e-commerce interfaces, and is readable from the global e-commerce perspective.
Emotional Connection Through Community and Inclusivity
The brand’s social presence and event culture celebrate individuality, diversity, and self-expression—creating a sense of belonging that goes beyond the product.
Final Thoughts
In a market saturated with sameness, SafSafu dares to be unforgettable. Its blend of irony, charm, cultural depth, and digital clarity creates a magnetic presence that resonates beyond the screen. With a few thoughtful UX enhancements and a deeper integration of storytelling across the purchase path, SafSafu has the potential to turn its already cult-like following into a global standard for playful, intelligent luxury in the digital age.
♡ Like this one? There’s more where that came from. Fashion UX, clever commerce moves, and brand storytelling magic—served fresh every week.
Disclaimer & Sources
This article is not sponsored or endorsed by SafSafu. It’s a reflection of my own professional curiosity as a brand and e-commerce strategist, and my genuine appreciation for brands that dare to be different—and back it up with clever execution and emotional resonance.
The article is created for informational, educational, and editorial purposes only. All opinions expressed are independent and do not imply any affiliation with, endorsement by, or sponsorship from the brand or their parent company.
All images used in this article are sourced from the publicly available official website (safsafu.com) and social media. Media content is used under the principles of fair use for the purposes of commentary, critique, and review.
The primary sources for this article include:
Official brand website
Verified social media account
Publicly accessible web resources
Third-party tools used for website, branding, or tech stack analysis
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