A fine jewelry brand selling infinite combinations through a store built for one.
Gemmies lets customers choose their stone, their metal, and their charm before a single ring or necklace goes into a cart. That is the entire premise of the brand. But the storefront was treating every product like a fixed SKU. Customization lived behind clicks that slowed shoppers down, product pages did not explain why a $400 necklace was priced the way it was, and search engines could not find the long tail of stone and metal combinations Gemmies actually sells. The brand had built something genuinely rare in fine jewelry ecommerce. The store was not built to sell it.
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Organic conversion
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Organic sessions
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Discovery to go live
Built for a customer who is comparing, not browsing.
Jewelry at this price point is never an impulse purchase. Shoppers compare stone cuts, read metal weights, and check return policies before they trust a brand with a $150 ring, let alone a $440 necklace. We rebuilt product pages around that hesitation instead of around a generic add to cart button. Stone and metal selection became visual and immediate, pricing logic was made transparent, and every product page now answers the questions a buyer has before they ask them.
Search was the other half of the problem. Gemmies sells hundreds of stone, metal, and charm permutations, but none of that variation was reaching Google. We restructured collection and product architecture around how people actually search for fine jewelry, from broad terms like statement rings down to specific combinations like emerald eternity band gold. Metadata, internal linking, and page templates were rebuilt so every variation had a real chance at ranking, not just the flagship colorway.
A store that explains craftsmanship instead of just displaying it.
Gemmies sells a story as much as it sells a product. Every piece is tied to a meaning, a person, or a moment, and that narrative had to survive the move from Instagram captions to a Shopify product page without losing its weight. We rebuilt the storytelling modules across the site so the customization tool, the lab grown gemstone messaging, and the ambassador program all sit inside one coherent buying journey instead of competing for attention. Checkout was streamlined to keep that trust intact through the final step, where high value jewelry purchases are most often abandoned.
"We knew our pieces were special. What we needed was a store that could explain why before someone added one to cart. Proactivo rebuilt the entire path from search to checkout, and the numbers moved within weeks of launch."
OUR WORK
A selection of stores we've designed, built, and optimized for growth.
Willow Boutique Co.
A women's boutique that needed a store as stylish as their clothes. We rebuilt their Shopify theme, and conversions haven't looked back since.
KitchenSupply
Their six brands operated separately, creating inventory management challenges. We centralized inventory and consolidated all products into a single hub website.
Ivory Buck Boutique
Ivory Buck moved from Square to Shopify, creating a faster shopping experience and a storefront that truly reflects its western-inspired brand.