Case Study Luxury Jeweler

Personalized design experiences click with online luxury shoppers


increase in sales


increase in time on site


units per transaction increase

Commerce Architecture, UX Design

The Situation

Luxury shoppers flock to this American jewelry brand’s flagship store to browse and buy its timeless, high-end pieces. Creating an equally compelling online experience was the next frontier.

Recognizing that luxury jewelry is a high-touch experience, the brand wanted to provide an interactive and engaging online shopping experience that rivaled what customers enjoyed in-store. The retailer’s creative team had developed concepts for two new digital experiences that they believed could build a stronger sense of connection between consumers and the brand’s extensive collection of products. They entrusted Smith to bring their imaginative concepts to life quickly.

The Transformation

Smith designed tools that bring the high-touch experience of luxury jewelry shopping into the online space.

The Work

With the goals of seamless website integration, driving engagement, expanding product line awareness and increasing online basket sizes, Smith got to work. Using React integrated into existing SAP Commerce Cloud (Hybris) and Adobe Experience Manager (AEM), Smith created two tools that encourage customers to build their own bracelets and necklaces. The tools make it easy to mix and match products to create signature pieces. Detailed on-screen images bring the user’s designs to life.

Real Results

In only a few months, Smith delivered a highly polished user experience just in time for the holiday shopping season. Within three months, online necklace sales increased by 20% and bracelet sales by 10%. Average time spent time on site doubled for bracelet tool users and tripled for necklace tool users. Units per transaction increased by 57% for necklace tool users and 33% for bracelet tool users. Sales staff are now using the tools on iPads to present in-store clients with more product choices.