The project
Built for retail, trade and global sales
We designed and built a Shopify store for a jewellery and silver care brand with over 130 years of history, pairing a polished consumer storefront with a gated B2B trade portal and multi-market internationalisation.
- Sector
- Jewellery and silver care
- Heritage
- 130+ years
- Recognition
- Royal warrant
- Platform
- Shopify
- Audiences
- Retail and trade
- Markets
- Multi-currency, international
What was the challenge?
A heritage brand, two audiencesA brand with more than 130 years of history and a royal warrant carries high expectations. For a first-time visitor the store is the brand, so the ecommerce design had to feel as considered and well made as the pieces it sells.
It also had to do two jobs at once: give retail shoppers a clear, confident path to purchase, and give trade customers their own pricing and ordering, with orders fulfilled from stock held across several international warehouses.
How did we approach it?
Shopify, trade portal, internationalisationWe built the store on Shopify for the reliability and room to scale a growing international brand needs, and because it handles multi-currency selling and fulfilment far more gracefully than a pieced-together stack.
Rather than bolt B2B on, we built a gated trade portal kept cleanly separate from the consumer storefront, and set up internationalisation from day one: native currencies per market and several connected stock locations, so the brand can enter a new market without re-platforming.
What did we build?
A seamless experience across audiences and marketsThe result is a single Shopify store doing several jobs at once: a polished consumer storefront with a fast route to checkout, a gated B2B trade portal behind a login, and an internationalisation layer that serves each market in its own currency.
The design is polished and elegant inline with their branding, the storefront loads in under a couple of seconds, and the team keeps full control of content, products and orders through the CMS, running it day to day without depending on a developer.
The result
Selling across borders
Orders within two weeks of launch
As well as delivering a more polished experience for both retail and trade customers, the store began attracting international orders straight away. Page load times fell from around 10 seconds to under 2, and the SEO authority built up over the years was protected through the migration, so search rankings held steady.
We're very pleased with the performance of our new website, with conversion rates up and orders from across the globe already. The web design is elegant while also loading under a couple of seconds. Overall, the new website feels polished and professional.
From the studio
Set up to scale
Selling internationally is rarely just a currency toggle. We set the store up with native currencies and several stock locations from the very start, so the brand can grow into new markets without having to rebuild later. That kind of groundwork is invisible when it is done well, and expensive when it is skipped.
Miles Debinski, Co-Founder & Technical Lead at Digital Otter