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Responsive e-commerce web design for Natalie Marie Jewellery

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Responsive e-commerce web design for Natalie Marie Jewellery
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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.

The Strategic Plan
The Implementation
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.

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

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