Emerald

A custom jewellery brand needed a storefront that could carry high price points online, plus a "build your own ring" experience. The existing Shopify apps for that (setting, then diamond, then review) cost $100 to $500+ a month on top of installation fees.

1. 01Prioritized large, high-fidelity product imagery and clean product-page layout over decorative theme elements that compete with the product.
2. 02Built a custom four-step ring builder (setting, diamond, review, next step) directly into the theme instead of paying for a recurring third-party app subscription.
3. 03Refined the theme iteratively against real merchandising needs (collections, product variants) rather than a one-off launch build.

• Custom Shopify Liquid theme with product-page layout built around large imagery and minimal competing UI.
• Native "Build Your Ring" flow: pick a setting, select a diamond, review the build, choose next steps, all inside the existing theme and checkout.
• Variant and collection logic refined across multiple iterations as the catalog grew.