Pinca

Pinca sells lifestyle brands for tweens and teens in the UAE. The range runs from gaming and backpacks to perfume, candles, skincare and personalised jewellery. The store already ran on Dawn. The team did not want an overhaul. They wanted the current theme to look better and the checkout to convert better. Jewellery came first, because Google Ads were running on that collection.

The brief covered homepage changes: a new heading font, fewer background colours, a refreshed Welcome to Pinca section, a tidier footer and one more blog in the Spotlight section. On jewellery pages it asked for colour swatches, a personalisation text box and the right selling points.

The homepage used too many pop colours as section backgrounds. Gaming, Top Picks and Spotlight each had a different look. The page felt busy rather than playful, and the products got lost.

Every jewellery piece at Pinca is personalised, but there was nowhere to type an initial, a name or a birthstone month. Customers had no clear way to tell the team what to make. That slowed down sales from the ads.

Metal colours showed as words, not swatches. Only necklaces offered gold colour choices. The four selling points next to the icons carried the wrong text, likely copied from another site by a previous developer.

The checkout had no logo and did not match the brand. Cash on delivery also showed for custom jewellery, which the team did not want for made-to-order pieces.

Products waiting on stock were kept in draft. There were thousands of them. Their old links returned 404 errors, and the Google Ads consultant flagged these as a problem for campaigns.

• 01 A calmer homepage on the existing theme We kept Dawn and refreshed the homepage instead of rebuilding it. We tried a few heading fonts. The team pointed to Virgin Megastore as a reference, and we settled on a cleaner one. We toned the section backgrounds down to a light grey palette, rebuilt the Welcome to Pinca section with a half box in the logo red behind the photo, cut the spacing around images and checked every section on mobile.
• 02 Colour swatches and the right selling points On jewellery product pages we replaced the words for gold, silver and rose gold with colour swatches. The swatches run on metaobjects. The team adds a colour by entering its name and hex code, so the swatches work beyond necklaces. We also fixed the four selling points: Made with 925 Sterling Silver, Hypoallergenic comfort, Customisable Style and Superior Quality Guaranteed.
• 03 A personalisation text box on any product Each personalised piece needs different details. Some need an initial, some a case-sensitive name, some a birthstone and an initial. We built a custom text box driven by a product metafield, so the team switches it on per product from the admin and sets the options it asks for. We recorded a Loom walkthrough using cufflinks as the example, covering both custom options and colour variants.
• 04 Branded checkout and no COD on custom pieces We added the Pinca logo to checkout and updated its colours, font family and buttons to match the store. For cash on delivery we set up Vista Payment Rules with a tag-based condition, so any product tagged noCOD no longer offers cash on delivery at checkout. In June an app change removed the rule, and we rebuilt it the same day.
• 05 Going live, then tuning the homepage The new look went live on 24 February 2025. After launch we set the product grid backgrounds to white so the product cards stand apart, and balanced the Top Picks section with the Gaming and Ramadan sections. The Welcome to Pinca text was tied to the global paragraph style, so we added its own font size control and fixed its line alignment. We also explained how filters on campaign pages like Ramadan Treats come from product type, vendor, collection and tags.
• 06 Stock rules, Meta Pixel and a gifting banner In June we worked on the 404 errors. After a call with the team we built a rule that hides zero stock products from the store, so draft items could go active again. A zero stock product opened from a direct link now shows as out of stock instead of a 404. We added the Meta Pixel for page view tracking, and designed a desktop and mobile homepage banner for the gifting collection, with a men's perfume added for a gender-neutral look.