Browns — jewellers, since 1970.

A from-scratch Online Store 2.0 storefront for the jewellery house — no theme fork. Predictive search, provenance-grade product pages, express checkout and international readiness, shipped in a 20-day build.

Browns — jewellers, since 1970. — screen 2 — THE LIVE SURFACE

Problem

The old storefront made customers work for it. Search returned blind, unmerchandised lists. Product pages gave no reassurance on a considered purchase — no maker mark, no certificate, no serial. Mobile lagged. International shoppers hit the wrong currency and price. Browns needed faster paths to product, certainty earlier, and a glide to checkout — across borders.

The system is the brand.

Approach

We rebuilt the store as Online Store 2.0 from zero — no theme fork — so every section was ours to make fast. Predictive search with thumbnails, synonyms and merch rules. Product pages carrying maker mark, certificates, serial numbers and rich media. A trust-forward mini-cart with express pay and gift wrap. Visual filters and quick-add built for thumbs. Geo-IP soft redirect with regional pricing, plus hreflang and JSON-LD for SEO parity across markets. Trunk-based CI/CD and modular islands kept it shipping daily.

PROCESS Â· WHAT HAPPENED

wk 01 – 02 — foundations · OS 2.0 from zero, no fork
wk 03 – 04 — modules · predictive search, provenance PDP, express cart
wk 05 — QA · accessibility, valid JSON templates, pixels verified
wk 06 — live · geo-IP, market selector, hreflang + JSON-LD
164 commits · 20-day build, 10-day fixes

+211% REVENUE LIFT

+126% CVR LIFT

+20% AOV LIFT

20 DAY BUILD

Outcome

Revenue up 211% and conversion up 126% after replatform.
Average order value up 20% on a from-scratch Online Store 2.0 — no theme fork.
International shoppers land on the right market, price and currency, with SEO parity across borders.
Shipped in a 20-day build across 164 commits — weeks, not quarters.

see the work