Olivia Loren

The brief

A jewelry label whose existing storefront was punishing its photography. Macro product shots were being squeezed into a generic theme grid, and the sizing flow was sending buyers to a search bar mid-purchase.

What we did

• Full Shopify redesign on a custom theme tuned to the brand’s macro photography — large product imagery with restrained UI chrome around it.
• Rebuilt the PDP to lead with macro photography, then layer scale-on-hand reference shots, materials, and a sizing widget without burying any of the three.
• Sizing flow accessible one click from the buy-button — a free sizer request path included for buyers who aren’t ready to commit on a guess.
• Cart and checkout tuned for jewelry’s higher AOV: gift-wrap option, scheduled-send checkout, and trust signals that don’t read as desperate.

Key decisions

• We treated the PDP as a buying-decision support page, not a conversion lever. Jewelry buyers return to the same page two or three times before purchasing — the page rewards re-visits with more detail rather than punishing them with the same hero on every load.
• Photography stayed exactly as the brand had it; the redesign was about the layout the photography deserved, not a re-shoot.

Tech stack

Shopify, custom theme on Liquid, Klaviyo, Judge.me, native sizing widget.

Outcome metrics added once client confirms in writing.