Shopify et Jewelry

Sophie Ratner Jewelry — Fine Jewelry Storefront with Bridal & Bespoke Studio

A Shopify storefront for a New York designer of handmade 14k gold fine jewelry. Alongside the standard catalogue (earrings, necklaces, rings, bracelets, charms) it runs four distinct commercial motions: designer collaborations with named figures (Zosia Mamet, Katie Jane Hughes, the Fineman Sisters), a Bridal Studio with an interactive ring designer, a bespoke custom-design service with a documented process and gallery, and cause collections benefiting Physicians for Reproductive Health and Everytown for Gun Safety. Personalisation runs through engravable and enamel lines, and the whole thing funnels toward booking an NYC showroom appointment — which is itself sold as a Shopify product.

www.clinikally.com
Sophie Ratner Jewelry — Fine Jewelry Storefront with Bridal & Bespoke Studio
Results at a glance

What changed for Dana's Bakery

2.1× Conversion lift After PDP rebuild
<2s LCP mobile Drop-day spikes
+34% AOV YoY Gifting upsells
12 Drops/year Drop-day ops
The client

Sophie Ratner Jewelry — Fine Jewelry Storefront with Bridal & Bespoke Studio

A Shopify storefront for a New York designer of handmade 14k gold fine jewelry. Alongside the standard catalogue (earrings, necklaces, rings, bracelets, charms) it runs four distinct commercial motions: designer collaborations with named figures (Zosia Mamet, Katie Jane Hughes, the Fineman Sisters), a Bridal Studio with an interactive ring designer, a bespoke custom-design service with a documented process and gallery, and cause collections benefiting Physicians for Reproductive Health and Everytown for Gun Safety. Personalisation runs through engravable and enamel lines, and the whole thing funnels toward booking an NYC showroom appointment — which is itself sold as a Shopify product.

The brief

The challenge, and how we approached it

01

The challenge

An engagement ring isn't bought from a product grid — it's designed in conversation, over weeks, often in person. But the same store also sells a $200 charm that should convert in ninety seconds. One storefront has to carry an impulse purchase and a bespoke commission without either path getting in the other's way, while collaborations and cause collections need their own editorial space.

02

Our approach

Separate the motions at the top level rather than nesting them. Shop, Pierced Diamonds, Bridal, Custom and Visit Us occupy the main navigation, so a charm buyer and a bride never share a funnel. High-consideration paths are built as journeys, not pages: a ring designer, an engagement/wedding-band/bridal-jewelry split, a documented custom process with a completed-work gallery, and consultation booking at every step. The showroom appointment is modelled as a Shopify product, so booking runs through the same cart and confirmation flow as a purchase — no third-party scheduler, no broken handoff. Collaborations and cause collections get dedicated landing pages that carry the story before the price. Personalisation (engraving, enamel) and duo bundles handle the entry tier, with a rewards programme and Impact-powered affiliate channel for retention and reach.

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.

★ ★ ★ ★ ★

Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.

Founder Sophie Ratner Jewelry
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