A Shopify storefront for a British simulated-diamond jewellery brand selling rings, earrings, neckwear and bracelets at £74–£300 against mined equivalents priced in the thousands. The defining build feature is a four-axis faceted navigation — every category is browsable by style, gem cut, gem type and named collection, producing roughly 100 collection routes. It ships to ~200 countries in three currencies, runs BNPL through Klarna, Clearpay and Shop Pay, and supports the purchase with a ring-sizer request service, rewards club, Trustpilot integration and a shoppable influencer module.
A Shopify storefront for a British simulated-diamond jewellery brand selling rings, earrings, neckwear and bracelets at £74–£300 against mined equivalents priced in the thousands. The defining build feature is a four-axis faceted navigation — every category is browsable by style, gem cut, gem type and named collection, producing roughly 100 collection routes. It ships to ~200 countries in three currencies, runs BNPL through Klarna, Clearpay and Shop Pay, and supports the purchase with a ring-sizer request service, rewards club, Trustpilot integration and a shoppable influencer module.
The brief
The challenge, and how we approached it
01
The challenge
Jewellery shoppers arrive knowing one of four things — the style they want, the cut, the stone, or the collection they saw — and rarely the same one twice. A single-axis menu forces most of them to browse blind. On top of that, the brand sells against a value objection ("is this real?") and a fit problem (ring size) that ordinarily kills conversion on a first online jewellery purchase.
02
Our approach
Four-axis faceted navigation across every category — style, cut, gem type, collection — so any entry point resolves to the right products, backed by roughly 100 mapped collections. Metal-type swatches (18ct gold clad / platinum clad) render on collection cards so the variant decision happens before the PDP. The value objection is answered head-on with an explicit price comparison against mined and lab-grown equivalents, a 30-day risk-free trial and a lifetime warranty on gems and mountings. Fit is de-risked with a free ring-sizer request. BNPL across three providers, each with its own FAQ page, spreads the cost. Credibility is layered through press logos, Trustpilot and a monthly influencer module linking looks straight to product.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
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★
★
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★
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Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderTruDiamonds International
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
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