Meet the client
Crown Swords is the UK’s leading sword manufacturer, supplying ceremonial and presentation swords to members of the Armed Forces, the Commonwealth, and state institutions. Founded in 2011 with a commitment to British excellence, the company proudly continues the traditions of Wilkinson Sword under the guidance of former General Manager Mr. Malcolm Ordever.
Their swords are carried in military parades, state ceremonies, and prestigious events around the world. Deeply committed to those who serve, Crown Swords also supports multiple military charities and is a proud signatory of the Armed Forces Covenant.
Requirements
Crown Swords needed a new digital platform to reflect the craftsmanship, heritage, and ceremonial importance of their work. Their existing online presence didn’t capture the stature of the brand, nor did it support the needs of a growing customer base of military personnel, institutions, and collectors.
Their brief included:
- A fully bespoke WordPress website to reflect the prestige of the Crown Swords name
- A clear presentation of product ranges, including customisation options
- An improved structure for content management and imagery
- A layout that felt authoritative, timeless, and easy to navigate
- A mobile-first approach without compromising the brand’s ceremonial gravitas
Solution
We designed and built a completely custom WordPress website, tailored to Crown Swords’ unique positioning and visual identity. The site combines traditional design cues — classic typefaces, strong use of imagery, and subtle animation — with modern UX best practices to create a browsing experience that feels both dignified and intuitive.
The platform showcases the full product catalogue, with detailed pages for each sword and ceremonial item, including personalisation options, purchase details, and historical context. Behind the scenes, we developed a clean and manageable CMS interface, giving the Crown Swords team full control over content updates, media uploads, and customer communications.
The site is optimised for speed, search performance, and accessibility, ensuring it performs just as well for users on mobile as it does on desktop — all while maintaining the brand’s authoritative presence.
Results
The new website has helped Crown Swords elevate their digital presence in line with their national and international reputation. Customers — from serving military personnel to ceremonial offices and collectors — can now explore products in depth, understand their historical and symbolic value, and make informed enquiries with ease.
The platform not only reflects the prestige and heritage of Crown Swords but also positions the company for future growth, giving them the digital foundation to serve a global client base and continue their tradition of excellence online.