Cubitts: Crafting a Digital Storefront that Feels Physical

I wasn’t even looking for them. I was knee-deep in research for another brand when I stumbled onto Cubitts’ website. You know that feeling when you expect to glance at a site for two seconds, and suddenly you’re fifteen minutes in? That was me.

Most e-commerce stores feel like scrolling through a catalogue. Cubitts’ website feels like walking into their store. And that’s a rare thing.

First Impressions

The homepage doesn’t shout, it guides. It starts with a bold portrait - a face to the brand. Then you move into mood-driven imagery that sets atmosphere. Scroll further and there’s a full-bleed shot of their actual store, a smart and lovely way to ground the digital in physical space!

From there it flows into a glimpse of their neat e-commerce visuals, a video showing the craft behind the frames, and blogs that add knowledge rather than clutter.

It’s layered storytelling. The rhythm feels intentional - almost like being walked around a shop by someone who knows the order things should be seen.

Imagery & Storytelling

Cubitts’ imagery is where things really click. The product catalog keeps it minimal: two clean studio shots for each frame, then - and this is brilliant - four portraits of different people wearing the same product. That tiny choice makes it easier to picture yourself in them, more so than 360 spins or endless angles ever could.

The homepage visuals continue the story with a mix of strong portraits, atmospheric lifestyle shots, and a video that celebrates craftsmanship. Right at the bottom, a full-bleed clip of raw materials closes the loop. You can almost feel the acetate.

But here’s me nitpicking:

• Sometimes the images are too polished, bordering on clinical.
  
• Faces could be more diverse - more skin tones, more ages, more variety in shapes.
  
• Moodshots, while gorgeous individually, don’t always sing together tonally, maybe this is intentional.
• And the craft videos, they are beautiful but long. A tighter loop could hold attention better.
  

Still, the overall effect is clear: the visuals feel bespoke, deliberate, and premium.

The E-commerce Experience

Navigation is smooth - never confusing, never in the way. And then comes the magic trick: the live try-on. Pick a frame, swap the colour in one click, and it feels like standing in front of a mirror in one of their stores.

The filter feature is another thoughtful detail. It’s not overwhelming, just enough to help you find what you’re looking for. The whole catalog flow is less “browsing a grid of SKUs” and more “being guided toward what suits you.”

Editorials & Knowledge Sharing

Further down the page, Cubitts slip in neatly arranged blogs. They’re well-written, informative, and genuinely add value. This is where you see them positioning themselves not just as eyewear sellers, but as craftsmen and storytellers.

My only gripe is that they sit a little too low. Casual visitors might never scroll far enough to notice them. And that’s a pity, because it’s the kind of content that sets them apart from mass-market eyewear.

Beyond the Website

Their Instagram visuals continue the story: high-quality, consistent, and screams bespoke. Sometimes it feels a touch too polished, but that’s nitpicking. If anything, I’d love to see more behind-the-scenes - acetate scraps, sketches, hands at work. Those raw textures would add warmth to the otherwise pristine feed.

Where It Could Improve

Even a site this strong has rough edges.

• Homepage scroll could be tightened; the story is rich but long.
  
• More diverse model casting would make the catalog more inclusive.
  
• Videos could be edited down for modern attention spans.

Final Thoughts

Cubitts say: “We make frames to last a lifetime, marrying traditional techniques and modern technology.”

Their website lives up to that line. Clean visuals, smooth navigation, rich storytelling - it all feels crafted with the same care they put into their frames.

Most online stores are functional. Cubitts’ is experiential. You don’t just shop, you visit. And that’s a clever kind of luxury I’d love to see more brands embrace.

Claps to the team who pulled this off!