Christina Jewelry and Watches is the number one jewellery brand in Denmark, with a range that spans earrings, necklaces, bracelets and rings, together with unique ‘Collect’ watches with interchangeable straps, watch faces and genuine gems. The brand’s traditional sales channels were dealers across Europe, supported by an existing non-transactional catalogue website.
In 2019, Christina Jewelry and Watches UK (CJW UK) was formed to bring the jewellery directly to the UK market, and needed a team of ecommerce experts who could design and build a new ecommerce site that matched their existing brand values.
CJW UK approached us to design and build their new ecommerce multi-site store on Shopify, a platform which gave them flexibility with the design but also maintained a simple setup for their first ecommerce store.
Objectives and targets
This was the brand’s first ecommerce store and so the site needed to present their brand values clearly and promote their unique products.
The key objective was to create a fast, simple customer purchase journey, with a focus in the design process to keep the site modern and fresh, allowing product photography to tell the brand story.
What we did
- Shopify Ecommerce
- UX Research & UI Design
We worked with the CJW UK team to understand their brand identity and where they sat in the UK jewellery market, which was then used as a foundation for their clean and modern jewellery ecommerce site.
The project involved a multi-site set up for their UK and EU stores, and this was supported by multi-admin synchronisation to integrate both their UK and EU stores, so that products and customers were controlled within one admin control panel.
We also implemented GEOIP redirecting for automatic currency conversion, changing currency to the shopper’s local currency or redirecting them to the correct domain for their country. This was key for an international brand bringing their products to a UK market.
The UK also has a number of authorised Christina Jewelry stockists, so we implemented ‘Store Pickup and Delivery’ so that users could click and collect their items from any stockist.
Other key features of the site included a watch builder functionality, where an online shopper can customise a watch to their liking, and a highlighted Instagram Feed for showcasing their social interaction, another key feature for the jewellery and accessories brand.
We look forward to supporting CJW UK’s journey of bringing their products to the UK market with their new clean, fresh and modern site.View the website