Vela Jewellers creates fine and bespoke jewellery, with a master jeweller and gemologist behind the business. They needed a website that could showcase their expertise, pieces and have clients book sales calls for custom made jewellry.
The project focused on presenting Vela’s expertise clearly, improving the path to a bespoke enquiry and resolving the technical issues affecting the store.
Since conversion was the main goal, we set up Google Search Console, Google Business Profile for business visibility, Hotjar and Klaviyo to see what happened when users came to the site. We would use these tools alongside GA4 to analyze and adjust our approach based on user behavior.
The bespoke process had three separate technical issues, including a mobile experience that did not function correctly. I worked through the theme, Liquid code and product data to resolve them, alongside wider responsive fixes. Custom Liquid work also displayed product variant colours. Metafields and product objects supported the bespoke experience across more than 50 products, connecting the information behind each piece to what customers saw on the storefront.
The work extended beyond the pages customers could see. I connected apps for customer communication, search optimisation, alt text and bulk image optimisation, alongside Google/YouTube and WhatsApp integrations. Fulfilled orders triggered notifications to both the owner and me, keeping us informed of order progress. Shopify was also connected to Lovable through its API and app integration. Checkout customisation formed part of the wider store work.
A technical and Core Web Vitals audit, then optimized the site for search performance and speed.Images and videos were compressed, unnecessary code was reduced, metadata was improved, and product and page images received descriptive keyword-relevant alt text.I also worked on off-page SEO by auditing harmful backlinks, removing or disavowing problematic links where appropriate, and building stronger backlinks from relevant, reputable websites.
Beyond the existing store, I developed a React storefront in Lovable and connected it to Shopify. That connection was later stopped at the owner’s request. I also developed Vela Concierge, integrating Google Gemini into an AI jewellery-design generator so design ideas could be explored visually. Together, the project covered Vela’s immediate storefront needs and a further direction for its digital experience, developed in collaboration with the owner and marketer.
