Luxury Jeweler

Personalized Design Experiences Click with Online Luxury Jewelry Shoppers


A leading luxury American jewelry brand offers timeless and high-end jewelry pieces inspired by natural textures, materials and antiques. When customers enter the brand’s flagship store in New York City, they can experience first-hand one of the world’s most beloved jewelry brands. The breathtaking space offers shoppers a take-me-away retail experience with thoughtful details incorporated into every view.


The jewelry brand wanted to provide an interactive and engaging online shopping experience, equal to the experiences that could be provided in store. In order to achieve this, the company partnered with SMITH to create immersive new digital experiences that would build a stronger sense of connection with the brand and its extensive collection of products.



Recognizing that luxury jewelry shopping is typically a high-touch experience, the jeweler’s objective was to offer online shoppers the power to design and view their own jewelry pieces in a way that was as interactive and enjoyable as the in-person experience. Project planning began quickly to bring initial concepts created by the retailer’s team to life in a way that would integrate them seamlessly into the retailer’s existing website.


With the goals of driving deeper engagement, expanding awareness of the total product line and increasing online basket sizes, the project’s first deliverable was creating a build-your-own necklace tool. This tool would encourage site visitors to experiment with layering charms and pendants on the brand’s signature chains and show them a virtual version of their custom design. The next order of business was designing a virtual bracelet stacker to inspire shoppers to mix and match the jeweler’s diverse collection of stackable bangles, cuffs and bracelets. A detailed on-screen illustration would allow shoppers to see the personalized layered looks they were creating instantly. These immersive, front-end experiences were created using React and integrated into the luxury jewelry retailer’s existing SAP Commerce Cloud (Hybris) and Adobe Experience Manager (AEM) commerce and content platforms.


Within just a few months, SMITH delivered a highly polished user experience, enabling the retailer to launch the new tools on their existing platforms in time for the holiday shopping season. Immediately, online shoppers started to engage with the new tools to create their own signature pieces. Results driven by the two new experiences in the first three months following launch included a:


  • Sales increase of 20% for the necklace category and 10% for the bracelet category
  • Average time spent on site doubled for bracelet tool users and tripled for necklace tool users
  • Units per transaction (UPT) increased 58% for necklace tool users and 33% for bracelet tool users


Today, it’s not only online shoppers who are finding the build-your-own amulet necklace and virtual bracelet stacker experiences engaging. Sales staff are sharing these tools on iPads to present their in-store clients with the brand’s full range of product choices. Allowing clients to create customized pieces with what is available in store as well as in the endless online aisle is now driving incremental sales in retail stores too.

With the initial success of these first two product customization tools, SMITH is continuing to work closely with the high-end jewelry brand’s team to expand the success of these experiences to other product categories, bringing more of this compelling brand story to life to grow sales.

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