Veloura

Veloura sells chains, rings, earrings, bracelets and bangles in 18K gold filled and rhodium plated finishes. Think the Thick Gucci Link Chain Bracelet, the Croissant Ring and the Slinky Snake Chain. The store was set up but not launched yet, and the founder had moved over from an older Shopify store called Magnolia Grace Jewelry.

The first ask was urgent. Searching velourajewelry.com on Google showed the old Magnolia Grace name. After that, the team wanted a redesign in the style of our Olivia Loren store, with real brand content, policy pages, a sign-up discount and a store that works on phones.

Google showed two brands for one store. Searches for velourajewelry.com returned results for both Veloura Jewelry and Magnolia Grace Jewelry. Both domains sat on GoDaddy and the old one was still live, which confused anyone looking for the new brand.

The store had no brand story on it. Product descriptions were in place, but there was no About page, no FAQ and no explanation of what gold-filled jewelry is. For a new brand selling at an everyday price point, that explanation is what builds trust.

Policy content had been lost. The terms and privacy text from the old store had not been saved, and the contact page still showed a personal phone number and placeholder lorem ipsum text.

There was no way to capture first visitors. The store was about to launch with no email sign-up offer, and the announcement bar just said "welcome to our store".

The favicon looked poor in search results. It showed as a small square inside a circle, and the V was barely visible.

• 01 Clearing the old Magnolia Grace domain We started with the search problem. We took collaborator access to the store and access to the GoDaddy account where both domains were hosted. The old Magnolia Grace store had been deactivated, but its domain was still live and still tied to results for velourajewelry.com. We worked through the domain settings so the old name stopped showing up for the Veloura store, and sent the team a short PDF report on the issue before starting the redesign.
• 02 Homepage and About page in a draft theme We built the new design in a draft theme so the live store stayed untouched. The homepage came first on desktop, then the About page. We used the founder's own copy: a Toronto based brand specializing in 18K gold filled and rhodium plated jewelry, focused on tarnish resistant, long lasting pieces. At her request we closed the About section with a personal sign-off from the founder. We also added a section explaining what gold-filled jewelry is and why it lasts longer than gold plated.
• 03 Collections, contact, FAQ and policy pages Next came the collections list, the All collection and the contact page. The contact page was cut back to a single form with name, email, phone number and message, with the phone number and lorem ipsum removed. We built a full FAQ page covering shipping, tracking, returns, jewelry care, materials and promo codes, with shipping times laid out by method, for example Canada 3 to 7 business days standard. We added Terms of Service, Shipping, Return and Refund, and Privacy policy pages.
• 04 Product page with space for reviews We designed the product page using the Thick Gucci Link Chain Bracelet as the working example, with gold and rhodium variants. The store had not launched, so there were no reviews to import. We added a reviews app to the product page so customers can leave reviews from the first order onward. Product photography came from the existing catalog: tennis chains, huggies, chunky hoops, stretchy bead bracelets and the Star Constellation Ring.
• 05 A 15% email pop-up and a new announcement bar We set up a discount pop-up that shows when the site loads. A visitor enters their email and gets a unique 15% off code. Following the founder's feedback we removed the name field and rewrote the copy around 15% off the first order, with a line about joining the Veloura family. We added fine print saying the offer can't be combined with other discounts. The announcement bar was changed from a generic welcome to a free shipping message.
• 06 Launch, mobile fixes and a new favicon We made the store mobile responsive once every page was done, then published it on March 5, 2025. After launch we redesigned the favicon so the V reads clearly in Google results. Google took longer than expected to pick up the new icon, so we updated it again and checked until it showed correctly in search on March 17, 2025.