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By Eileen is an Adelaide-based bespoke jewellery brand founded in 2020, dedicated to crafting one-of-a-kind handcrafted pieces that capture the essence of individuality and personal story. Specialising in bespoke fine jewellery, engagement rings and permanent jewellery, the brand had grown significantly since launch and needed their Shopify store redesigned to match the beauty, warmth and craftsmanship behind every piece. Having worked with By Eileen across multiple redesigns over the years, we have been a trusted partner in the brand’s digital evolution.
By Eileen had been with Naked Digital since the early days of the business, and as the brand evolved, so did the website’s needs. Over the years we redesigned the store to grow with them, most recently undertaking a more significant update to better reflect the brand’s expanded offering and elevated aesthetic.
The permanent jewellery side of the business had also grown into a key revenue stream, requiring a seamless booking integration to manage appointments directly through the site.
We updated the Shopify theme and redesigned key pages with a visual direction that truly captures the warmth, artistry and individuality of the By Eileen brand. Rich brand imagery and video were woven throughout the store to evoke the feeling of wearing a By Eileen piece, creating an emotional connection with visitors before they’ve even added anything to their cart.
A booking app was integrated directly into the site, allowing customers to book and pay for permanent jewellery appointments without any back-and-forth. The result is a cohesive, immersive Shopify store that does justice to a brand built on story, craft and connection.
By Eileen has trusted Shopify as their eCommerce platform from the beginning and for good reason. Its flexibility has allowed the store to grow and evolve alongside the brand, from a crystal jewellery shop to a full bespoke and permanent jewellery destination.
Over multiple redesigns, we refined the visual experience to better reflect the soul of the brand. The most recent update introduced brand video and carefully selected imagery in the brand’s signature colour palette – designed to evoke feeling, not just showcase products.
The Shopify theme was updated to unlock improved design flexibility and a more polished, contemporary shopping experience, one that felt as refined and intentional as every piece Eileen creates.
With permanent jewellery appointments becoming a core part of the business, a booking app was integrated directly into the Shopify store, allowing customers to select a time, pay their deposit and confirm their appointment in just a few clicks, all without leaving the website.
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