E-COMMERCE · 2025 - ONGOING
MiKi
Jewellery
A national brand hiding behind a small website. So we built one that told the real story.
An ocean-inspired jewellery label from Dunsborough, designed in-house and stocked in surf shops and boutiques across Australia, with a website that gave no hint of any of it. This is the story of a full Shopify rebuild, and the strategy that put the designer back at the centre of the brand.
ENGAGEMENT
Strategy + Rebuild + Ongoing
PLATFORM
Shopify
ROLE
Strategy · UX · Design · Build · SEO
TIMELINE
2025 · Ongoing
SECTOR
D2C Jewellery & Retail
01 Background
Miki Jewellery has been making ocean-inspired jewellery from Dunsborough since day one, every piece designed in-house on the South West coast.
Necklaces, rings, earrings and bracelets in gold and silver, shaped by shells, waves and the coastline they come from. What started as a local label has grown into a national brand, stocked in surf shops and boutiques around Australia, with founder Nicola still designing every piece herself.
The website hadn't kept pace with any of it. The old store worked, but only just. Navigation was cluttered, collections were hard to browse, and nothing on the site told you the one thing that sets Miki apart, that the jewellery is designed in-house by the founder, not pulled from a catalogue. Customers landing on the site saw a generic jewellery store. Miki Jewellery, despite everything behind it, looked like everyone else.
02 Our Approach
The strategy came before the design.
Three decisions did the most to define what got built.
01
Positioning
Make the designer the story.
Nicola designs every piece in-house, and the old site never said so. That became the north star for the whole rebuild. The in-house design process was pulled out of the background and made the brand's clearest differentiator, with a dedicated In-House Design page and messaging woven through the site, so a first-time visitor understands within seconds that this isn't a catalogue brand.
02
Architecture
Structure the site around how people actually shop.
Keyword research and UX workshops shaped the navigation before a single page was designed. Collections were reorganised around real search demand and genuine browsing behaviour rather than internal logic, with clear paths by product type, metal and design. The result is a structure a new customer can navigate without ever having met the brand.
03
UX
Treat it as a considered purchase, not a quick sale.
Miki sits at a price point where customers browse, compare and come back. So instead of pushing quick-buy shortcuts, the build invested in strong product pages: a custom gold-and-silver swatch system linking sibling products, structured specifications for materials, dimensions and water resistance, and reviews where they carry weight. Fewer gimmicks, more confidence at the moment of decision.
03 How We Delivered It
Launched June 2026, with every product accounted for.
At a glance
400+ products migrated to a premium Shopify theme
Custom gold and silver swatch system across sibling products
Reviews, email marketing, returns and wholesale integrations
Markup-based review workflow
The new store was built on Shopify's Pipeline theme, chosen for its retail-first design and strong collection browsing. Over 400 products were migrated using bulk import tooling, each with cleaned-up data, structured specifications and SEO-optimised metadata. Custom development included a gold and silver swatch system that links sibling products, so customers can flick between metal options without leaving the page, and a specifications layout covering materials, dimensions and water resistance.
The wider stack came across too. Reviews were migrated to Judge.me, Klaviyo was wired into the checkout and back-in-stock flows, returns run through Redo, and wholesale customers get their own access via Wholesale Gorilla. Site review was managed through Markup rather than long email chains, so feedback stayed pinned to the exact element it referred to. The site went live in June 2026.
BEFORE · 2025
AFTER · 2026
From catalogue to brand. The old store sold the products. The rebuild sells the story behind them, the designer, the process, the coast they come from.
The new site is clean, easy to use, and packed with features that have significantly improved the shopping experience for our customers. It truly feels like a premium online store that reflects the quality and personality of Miki Jewellery.
— Nicola Blunden · Founder, MiKi Jewellery
04 What is produced
The store is already doing what it was rebuilt to do.
From the product experience work
Every piece now makes its own case.
Product pages rebuilt around the photography, with the materials, sizing and care details a considered buyer needs before committing, on the page instead of in a DM.
From the journey work
The path from browsing to buying is shorter.
Collections restructured around how customers actually shop, by occasion, by style, by price, so finding the right piece takes fewer steps than the old store asked for.
From the brand work
The store finally matches the jewellery.
A brand built on craft and detail was selling through a store that showed neither. The redesign closed that gap across every template, from homepage to order confirmation.
Launched June 2026. Results get added to this page as the data matures, not before. That's how measurement works here.
MEASURED, THEN PUBLISHED
Looking for a more considered approach to your website? If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
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