Overview
Love for Jewellery is a new consumer-facing brand by Curteis, one of the UK’s leading jewellery manufacturers.
Curteis wanted to launch a direct-to-consumer plating service, tapping into a gap in the market and becoming the first to offer this service at scale online.
We were brought in to deliver a full Shopify website build combined with a comprehensive digital marketing strategy to build awareness, drive traffic, and generate sales for a brand-new audience.
How We Helped:
- Shopify Website Design & Development
- Custom Plating Order Forms with Dynamic Pricing
- UX & CRO Optimisation
- SEO Foundation & GA4 Setup
- PPC Campaigns (Google & Meta)
- Paid Ads Conversion Tracking & Analytics Setup
- Digital Marketing Retainer: Social, SEO, Paid Ads
The Brief
Curteis identified a gap in the market: consumers wanting professional jewellery replating services. The challenge was to launch a completely new brand and digital proposition without cannibalising Curteis’ trade business.
Key Challenges
- No existing consumer presence or awareness
- Limited in-house resource for managing consumer marketing
- Complex pricing logic for plating services requiring custom order forms
- Need for a fast, scalable launch to secure first-mover advantage
Objective
Create a clean, UX-optimised Shopify site with built-in plating service functionality, SEO foundations, and a go-to-market plan using organic and paid strategies.
The Approach
Shopify Website Build
We designed and developed a clean, minimal Shopify website that reflects Love for Jewellery’s premium service offering. The site prioritises ease of use, fast load times, and trust signals.
- Custom Design & UX: Built from scratch using Clear’s optimised Shopify theme, ensuring speed, responsiveness, and a polished aesthetic to build trust with consumers.
- Streamlined Navigation: Intuitive structure and clear calls to action for fast decision-making.
- Trust-Building Features: Curteis heritage messaging, accreditations, and before/after imagery to reassure first-time buyers.
- Checkout Optimisation: Configured Shopify Payments for secure and seamless transactions, with multiple payment options including Apple Pay and Google Pay.
Configured Shopify Payments and checkout for frictionless transactions.
Custom Plating Order Forms
The core challenge was building dynamic product pages to handle complex user inputs and pricing:
- Dynamic Conditional Logic: Forms adapt based on user choices (e.g., plating material, thickness, and colour).
- Image Upload Feature: Customers can upload multiple images to ensure accurate quotations.
- Automated Pricing: Real-time cost calculation based on user inputs, reducing friction and admin workload.
- Upsell Opportunities: Integrated prompts to increase average order value through additional services and threshold-based discounts.
SEO & Tracking
We implemented SEO best practices from day one to maximise organic visibility:
- SEO Foundations: Handwritten meta tags, H1/H2 optimisation, and clean site architecture.
- Content Strategy Support: Created core landing pages and initial blog content for plating-related keywords.
Analytics Tracking: Configured GA4 with ecommerce tracking and linked Google Search Console for organic performance visibility.
- Consent Management: Installed and configured CookieScript for GDPR compliance, plus advanced Google Consent Mode v2.
These updates improved customer experience and boosted mobile session value significantly.
Digital Marketing Launch Strategy
Launching a new brand required a full-funnel marketing plan designed to build awareness, engage new audiences, and drive conversions. Our strategy combined paid, organic, and influencer activity with a strong focus on measurable results and future scalability.
- Google Ads: We implemented targeted search campaigns focused on high-intent replating keywords, supported by Performance Max campaigns to extend reach across Google properties. Automated Shopify feeds powered Shopping Ads to ensure the service appeared prominently in relevant searches.
- Meta Ads (Instagram & Facebook): Our approach began with prospecting campaigns to introduce the brand to new audiences and build awareness, followed by remarketing campaigns aimed at re-engaging visitors and recovering abandoned carts.
- Organic Social Media: We established Instagram and Facebook profiles with a strong, consistent visual identity and began publishing engaging content showcasing the replating process, before-and-after transformations, and customer testimonials.
- Influencer Marketing: A targeted influencer outreach strategy was developed to partner with jewellery and lifestyle influencers, leveraging authentic content to boost credibility and social reach.
- Email Marketing Setup: We laid the foundation for long-term customer retention by implementing data capture forms and preparing automation workflows, including abandoned cart recovery and welcome sequences.
Ongoing Collaboration
Launching Love for Jewellery was just the first step. We continue to work closely with Curteis on a long-term strategy designed to keep the website performing at its best and to ensure marketing efforts drive measurable growth. Our partnership covers technical support, conversion optimisation, and a full digital marketing programme tailored to consumer needs.
Shopify Support & Development
Our Shopify support retainer includes proactive site maintenance, theme updates, and rapid issue resolution. We continuously monitor site performance and implement enhancements to improve speed and reliability. As new opportunities arise, we roll out additional features such as advanced upsell tools and improved checkout flows, ensuring the platform evolves alongside business goals and consumer expectations.
Conversion-Focused UX Enhancements
We run regular UX audits and monitor user behaviour to identify points of friction and optimise key journeys. This includes refining navigation, simplifying order forms, and enhancing trust signals to reduce drop-offs and drive higher conversion rates. Each change is backed by data and tested to deliver measurable improvements, particularly across mobile and high-intent users.
SEO Strategy & Content Marketing
Our ongoing SEO strategy ensures the brand remains competitive in search. This includes technical audits, keyword tracking, and continuous optimisation of high-value landing pages. We also create fresh, relevant content such as blog articles and FAQs, targeting plating-related search terms and customer queries to build organic visibility and capture intent-driven traffic.
Paid Media Management
We manage and optimise paid campaigns across Google and Meta, scaling spend where returns are strongest. Through audience testing, creative iteration, and bid adjustments, we ensure ads remain profitable while capturing both new customers and repeat buyers. Seasonal campaigns and remarketing strategies are introduced to maximise ROI and brand reach throughout the year.
Email Marketing & Automation
We are building an email marketing strategy designed to convert first-time visitors and nurture repeat business. This includes automated flows such as abandoned cart recovery, welcome sequences, and promotional campaigns, all personalised to increase engagement and customer lifetime value. Regular performance reviews ensure that email remains a strong revenue channel for Love for Jewellery.
