Leah Alexandra

Leah had outgrown her own website.

Three boutiques, a head office, a marketing team shipping campaigns every week, and a storefront that could not keep up with any of it. In Feb 2025 she asked us to build a new one.

Not a theme dressed up. She already knew what she wanted: her own renderings, a doc of notes, and the brands she measures herself against, Mejuri, Ring Concierge, Jenny Bird, Kinn, Astrid & Miyu.

We were hired to build it. Nineteen months on, we are still her development team, handling ongoing Shopify maintenance alongside new builds.

Fine jewellery sells on detail, and the site could not hold detail.

Birthstones, metals, engraving, stone counts, the pieces that pair together: none of it existed in the theme. The stock type and spacing flattened a considered brand into a template.

Underneath that sat a problem costing real money. Shopify pools inventory across locations, and only head office ships. A piece sold out there still read as in stock, so the customer only found out at payment, where checkout failed on them. Lost orders and support calls, in equal measure.

The last constraint had nothing to do with customers. Four people run this brand day to day, and they needed a site they could change themselves.

• 01 A storefront built around how she sells Homepage, collections, mega menu and Journal as editable sections, so campaigns ship without us.
• 02 Product pages made for fine jewellery Birthstone counts and stone selection through metaobjects, metal and colour swatches, engraving, custom bracelets, size chart, need-by date.
• 03 Stock states that tell the truth Tag-driven messaging for made to order, six to eight weeks, pre-order, restock, final sale and no head-office stock, with head-office-zero handled automatically.
• 04 Pickup in Store instead of a lost order When head office is empty but a boutique has the piece, Add to Cart becomes Pickup in Store across the button, quick-buy and sticky bar. Live September 2026.
• 05 A stack that works with the theme, not against it Judge.me, Swym, Early Bird, Acuity, Rebuy, Shop Pay and Loop, plus a move to native Search & Discovery after Globo broke the layout.
• 06 Navigation rebuilt to match her benchmarks Expanded mega menu, dual announcement bars, transparent header and a full-screen mobile menu, shipped in 2026.