Cindy Kaye Jewelry

The brief arrived in one sentence: "Migrate Cindy Kaye Jewelry from GoDaddy to Shopify. Focus on tools for high end product branding and story telling to optimize sales."

Cindy Lieber founded the brand around the recovery chip ritual. The flagship Annum collection turns it into 18K gold heirloom medallions that customers collect year after sober year, a circle with a triangle, the chain running through the triangle, engraving along its edges.

The brand already had press, a feature in The Sober Curator and a mention in NY Mag's Strategist. What it did not have was a storefront that could carry the story or the price point.

GoDaddy could hold a catalogue. It could not hold a brand like this one.

There was nowhere to tell the story on a product page, no way to merchandise 18k against 14k against sterling silver, no engraving flow, and no structure for gifting, which is how most of this jewelry is bought. High-end pieces were being sold in an interface that gave a customer no reason to trust the price.

The second constraint was the founder herself, and she named it first: "I am not very technical." Whatever we built had to be something she could run alone once the contract closed.

• 01 Brand foundation before a single page Logo, logo variations, typography and a full brand kit, revised and approved before build started, plus enhancement of her product imagery.
• 02 Accuracy over polish on every image Early concept images did not reproduce the circle, triangle and chain geometry correctly. She pushed back, and rightly. We rebuilt every image against her own reference photos and video, and made the edge engraving visible.
• 03 A storefront that tells the story Home, About, Contact, FAQ, product template and collections on the Radiance theme, with a Crafted With Purpose block on product pages and a Press section linking the Strategist and Sober Curator features.
• 04 Catalogue moved across intact All products, images, prices and descriptions matched from GoDaddy, then merchandised with tag-driven smart collections: 18k, 14k, Sterling Silver, Best Sellers, Anniversary Gifts, Gifts under $500, Everyday Luxury.
• 05 Engraving as a real option Rebuilt on the Engraved collection through a Shopify app, so a personalised piece is ordered in one pass instead of over email.
• 06 Commerce set up for a $2,000 order Shopify Payments across Visa, Mastercard, Amex, Discover, Apple Pay, Google Pay and Shop Pay with PayPal alongside; shipping and insurance banded by order value from $15 flat to $115 above $2,000; international and rest-of-world zones with tax and duty by location.
• 07 A site she can edit without us Product accordions wired to Shopify admin fields that appear only when content exists, an Elegant Jewelry With Meaning CTA grid linked into collections, and recorded Zoom and Loom walkthroughs on collections, tags, content and images. By handover she was adding her own tags, collections and CTA links.