(CASE STUDY) BEVILLES JEWELLERS · 2024
Australia’s diamond destination, re-engineered for repeat purchase.
Collaborated with the lead agency to extend Bevilles’ Shopify Plus storefront — six BNPL providers, a Click & Collect flow tied to a national retail network, and the Eternity Club loyalty portal — while keeping the build editable by their in-house merchandising team without dev intervention.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Six BNPL providers, 30+ stores, one storefront — that the in-house team has to ship campaigns from every week.
Bevilles competes with global jewellery brands on price, financing, and delivery — across an Australian retail footprint of more than thirty stores. The Shopify Plus build had to plug into six separate BNPL providers (Afterpay, Zip, Humm, Latitude, PayRight, Bidit) without slowing checkout, integrate Click & Collect at the variant level across the store network, and run the Eternity Club loyalty programme without bolting on yet another third-party app.
Most importantly, the storefront had to stay merchandisable — campaign pages, sale layouts, gift guides built and shipped by the in-house team without waiting on developers.
(02) APPROACH
Section-level Liquid, designed so the merchandising team can ship without us.
Worked alongside the lead agency on the customer-facing layers of the theme. The bias on every decision: any block that the in-house team would touch each week had to be a configurable Shopify section, not a hardcoded chunk of Liquid.
- Custom PDP variants for fine jewellery — ring sizing, metal selection, gemstone certification surfacing, dynamic stock-by-store check.
- BNPL integration layer rendering the right financing options conditionally per cart value and customer location — no third-party app conflicts at checkout.
- Click & Collect flow with variant-level inventory checks against the national store network, exposed as a section block on PDP and cart.
- Eternity Club loyalty portal built as gated theme sections (no external membership app), with tier-aware product surfacing.
- Merchandiser-first sections — campaign banners, gift finders, edit-by-occasion layouts, all configurable from the theme editor.
- Performance hardening — image pipeline rebuild, async third-party scripts, removal of unused theme CSS, lazy-loaded above-the-fold assets.
(DESIGN PROCESS)
Drag to compare — before, and after.
Same hero zone, same product set, same trade-off matrix on the homepage. The rebuild changed how it converts — sectionable theme, conditional BNPL surfacing, Click & Collect prominence — without losing the catalogue clarity that drives organic traffic.
Drag horizontally · scroll vertically inside the frame
Before / after — drag the handle horizontally to wipe
(KEY PAGES)
Other pieces of the build, page by page.
Beyond the homepage rebuild, the brief covered the parts of the storefront that drive the actual conversion — the product page, collection merchandising, and the loyalty hub.
(03) RESULT
Shipped on time. Editable daily. Now competes on every channel.
- CVR
- + 47%
- LCP
- − 68%
- Repeat rate
- 2.1×
The build supports daily campaign deployments by the in-house team without dev tickets, and the BNPL integration layer scales as new financing partners are added without theme rework.
(04) SCOPE
Stack
- Shopify Plus
- Custom Liquid theme
- Klaviyo
- Afterpay · Zip · Humm · Latitude · PayRight · Bidit
- Store locator API
Deliverables
- Custom PDP for fine jewellery
- BNPL integration layer
- Click & Collect flow
- Eternity Club loyalty portal
- Ring-size + product configurators
- Performance optimization pass