For Pure Diamond, I built a highly customised Shopify theme and an accompanying app for configurable jewellery. The work also brought together custom diamond selection, search engine optimisation, and a virtual gemologist to help customers choose an engagement ring.
Visit the website
The need
Make a complex purchase easier to navigate. Customers needed a convenient way to configure jewellery, find the right diamond across large vendor catalogues, and get guidance as they chose an engagement ring.
The experience
Customers can configure jewellery and explore diamonds through a custom selection experience. A virtual gemologist answers questions, looks up products, and guides visitors through choosing an engagement ring, bringing product discovery and advice into the same shopping journey.
Behind the website
The custom Shopify theme works with an accompanying app to support configurable jewellery. I replaced the default diamond inventory experience with a custom app that makes large vendor catalogues easier to search and navigate. I also improved the site’s search engine optimisation and built the virtual gemologist assistant.
The contribution & result
The result is a Shopify experience shaped around the decisions jewellery customers need to make: how to configure a piece, which diamond to choose, and where to turn for guidance. My work connected the storefront, custom apps, search visibility, and virtual gemologist to support those decisions.
Project details
- Project focus
- Custom Shopify theme & app · Configurable jewellery · Custom diamond inventory & vendor catalogue search · Search engine optimisation · Virtual gemologist assistant
- Website status
- Public website available
- Platform
- Shopify