Elevating the Shopify Platform for Ethica Diamonds

As a growing direct-to-consumer luxury brand, Ethica Diamonds required a more robust, performant, and user-friendly Shopify platform. One of their biggest issues was the buggy ring-builder their previous developers had left behind. In addition, their existing store needed comprehensive optimisation to improve product discovery and the customer journey.

We served as Ethica Diamonds’ Shopify technical partner, delivering ongoing development and optimisation. The biggest issue was the ring-builder - a custom component builder that was not working correctly and prohibiting clients from properly checking out. We worked close with the client to identify how the ring-builder should work, investigated the code and implemented a fix - using the Shopify API.

Additional work included.

• 10+ custom page templates built and refined across product, collection, and content pages
• Complete overhaul of page sections for better usability and mobile experience
• Design consultation and UX/UI improvements
• Integration and optimisation of key plugins including Feefo and Doofinder, with direct communication and coordination with all third-party providers

• Created 10+ custom page templates for the new product lines
• Fixed the ring-builder - enabling the client to sell their products again
• Took on multiple roles - developer, communicator with third-party providers, UI/UX designer - resulting in a smooth collaboration