--- title: Responsive e-commerce web design for Natalie Marie Jewellery description: Responsive e-commerce web design for Natalie Marie Jewellery image: https://www.engaging.io/hubfs/Imported_Blog_Media/Natalie-Marie-Jewellery.jpg --- [Skip to content](https://www.engaging.io/case-studies/responsive-e-commerce-web-design-for-natalie-marie-jewellery#main-content) [![Engaging.io logo](https://www.engaging.io/hs-fs/hubfs/raw_assets/public/Engaging-2025/images/site-logo-pack/engaging-logo-green.png?width=143&name=engaging-logo-green.png)](https://www.engaging.io) [Case studies](https://www.engaging.io/case-studies) Services Industries Products About us ![search icon](https://www.engaging.io/hs-fs/hubfs/raw_assets/public/Engaging-2025/images/module-icons/main-search-icon-HR.png?width=44&name=main-search-icon-HR.png) ![search close icon](https://www.engaging.io/hs-fs/hubfs/raw_assets/public/Engaging-2025/images/module-icons/main-search-close-HR.png?width=24&name=main-search-close-HR.png) [Get in touch](https://www.engaging.io/contact-us) [AI services](https://www.engaging.io/ai-services) [Custom integrations and configuration](https://www.engaging.io/services/custom-hubspot-integrations-and-system-sync-solutions) [CRM migration
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They specialize in creating handmade rings, necklaces, bracelets, and other fine jewellery pieces. ###### Project Timeline 9 months ###### [https://www.nataliemariejewellery.com/](https://www.nataliemariejewellery.com/) **Natalie Marie Jewellery** is a design-led jewellery house based in Australia, known for handcrafted pieces that celebrate individuality and culture. They wanted a digital presence to match their artistry—one that would feel unique, reflect their values, and drive growth. #### The problem NMJ’s existing website couldn’t keep up. While Shopify offered robust e-commerce tools, its templated nature clashed with NMJ’s distinct vision. They needed a solution that could combine Shopify’s performance with a completely custom user experience.   ###### Problem 1: The site didn’t reflect NMJ’s design essence, underselling the brand’s cultural authenticity. ###### Problem 2: Out-of-the-box Shopify templates couldn’t deliver the bespoke design NMJ envisioned. The solution Engaging.io delivered a **custom-built Shopify site**, re-engineered from the ground up. By combining research-driven UX, aesthetic-first UI design, and heavy custom coding, we created a site that married functionality with beauty, fitting the NMJ brief.  The Strategic Plan The Implementation Translate Brand Essence Into Digital Form Bend Shopify to Fit the Vision Translate Brand Essence Into Digital Form - Facilitated in-depth discovery workshops with NMJ’s team to capture their aesthetic, brand values, and customer expectations. - Mapped cultural and artistic storylines into actionable design and UX goals. - Prioritised an immersive digital experience over a transactional e-commerce interface—treating the site as an online extension of NMJ’s physical showroom. Bend Shopify to Fit the Vision - Committed early to custom development over templated solutions, knowing Shopify’s native flexibility wouldn’t meet NMJ’s creative goals. - Strategised the creation of bespoke components: asymmetrical grids, stacked blog feeds, and enhanced content modules. - Ensured scalability, so the site could evolve without needing constant developer intervention. Translate Brand Essence Into Digital Form Translate Brand Essence Into Digital Form - Facilitated in-depth discovery workshops with NMJ’s team to capture their aesthetic, brand values, and customer expectations. - Mapped cultural and artistic storylines into actionable design and UX goals. - Prioritised an immersive digital experience over a transactional e-commerce interface—treating the site as an online extension of NMJ’s physical showroom. Bend Shopify to Fit the Vision Bend Shopify to Fit the Vision - Committed early to custom development over templated solutions, knowing Shopify’s native flexibility wouldn’t meet NMJ’s creative goals. - Strategised the creation of bespoke components: asymmetrical grids, stacked blog feeds, and enhanced content modules. - Ensured scalability, so the site could evolve without needing constant developer intervention. The Implementation We began by immersing ourselves in NMJ’s brand story through face-to-face workshops and detailed research. From there, our UX/UI team reimagined the user journey, focusing on simplicity, inspiration, and elegance. To bring this to life on Shopify, our developers wrote extensive custom PHP code. We manipulated templates, created dual-stacked blog pages with Instagram-style views, and built asymmetrical grid patterns to break free from standard layouts. Every detail was crafted to represent NMJ’s unique identity. The new website became more than a shop—it was a digital gallery, marrying stunning design with frictionless customer journeys.   #### The impact and results The new NMJ site drove outstanding growth in under a year: - Online sales jumped **123%**. - Average order value skyrocketed by **170.5%**. - Monthly orders increased by **54%**. - All achieved **without spending a cent on advertising**. Beyond the numbers, NMJ now has a platform that reflects who they are—artistry, culture, and individuality—all while delivering measurable business results. "Within 9 months of our new site launch, our online sales rose by over 120% - Absolutely fantastic" Daniel Fitch Director #### Related Case Studies #### [New website for Istation with HubSpot CMS Istation is a leading provider of online educational resources, offering dynamic learning content for students,... 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