Men's Jewellery Brand
CRAFTD London
We developed CRAFTD London’s Shopify-powered e-commerce storefront, connecting its premium men’s jewellery collections with customers worldwide.
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Project Introduction
CRAFTD London is a London-based men's jewellery brand built around a single idea: premium quality without unnecessary markups. The brand's core proposition is jewellery that is heat-proof, sweat-proof, and water-proof, backed by a lifetime guarantee on every item, and sold directly to over one million customers worldwide. We designed and developed the brand's full Shopify e-commerce platform for the UK market at uk.craftdlondon.com, a high-conversion, visually driven men's jewellery storefront covering chains, pendants, bracelets, rings, earrings, sets, and accessories. The platform is built for a global customer base with a worldwide country and currency selector covering every major market, a deep mega-navigation system organised by product type, style, finish, and occasion, a customisable Build Your Own Set feature, a premium in-cart gift packaging system, a cultural editorial blog, and self-serve post-purchase tools including a dedicated order tracking integration and returns portal. The brand has been featured in GQ, Complex, Forbes, The Times, and Pause magazine, and positions its UK storefront as the flagship entry point into the CRAFTD global brand ecosystem.
Project Objective
The primary objective was to build a high-performance, conversion-optimised Shopify storefront that communicates the CRAFTD brand's quality positioning clearly and quickly, drives customers from discovery to purchase with minimal friction, and supports the full customer lifecycle from first browse through gifting, repeat purchase, self-service support, and brand community engagement. The platform needed to serve a wide range of buyer types simultaneously, from first-time individual shoppers and gift buyers to returning loyal customers, while projecting a premium but accessible brand identity backed by social proof at scale, 24,000+ five-star reviews and 1 million+ customers served. Secondary objectives included building a content ecosystem through the Back Yourself editorial blog, a careers page for talent recruitment, and a global country selector to serve international customers from the UK storefront.
Development Scope
Key Features We Built
Scroll to explore the core pillars and custom features integrated into CRAFTD London’s storefront architecture.
Experience Mapping
Stakeholder-Wise Feature Breakdown
Stakeholder Map
Individual Buyer (Self-Purchase)
→ Browse by category, style, finish, add to cart, checkoutGift Buyer
→ Shop by occasion, budget, and relationship, add premium packagingSet and Bundle Buyer
→ Use Build Your Own Set to create personalised multi-piece setsReturning Loyal Customer
→ Log in, track order, return items, browse new arrivalsInternational Shopper
→ Switch country and currency, shop from global storefrontContent and Community Browser
→ Read Back Yourself blog, browse athlete and artist storiesJob Applicant
→ Browse open roles via the Careers pageAdmin and Content Team
→ Manage catalogue, collections, blog, gifting options, and SEO1. Individual Buyer (Self-Purchase)
Deep Mega Navigation
Browse the full catalogue by product type (Necklaces, Bracelets, Rings), style subcategory, or finish (Gold, Silver, Rose Gold) from a single navigation systemBestsellers and New In
Quick access to the brand's most popular products and latest arrivals without browsing the full catalogueCategory Visual Grid
Homepage visual grid linking directly to the six core product categories for fast visual discoveryElement Proof Guarantee
Confidence that all products are heat-proof, sweat-proof, and water-proof with a lifetime guarantee, removing the primary durability concern for men's jewellery buyersFree Shipping over 75 GBP
Free domestic shipping on qualifying orders surfaced across the announcement bar and shipping page24,000+ Reviews
Social proof at scale available on the dedicated customer reviews page to build confidence before purchaseCart and Checkout
Streamlined cart with in-cart gifting upsell, multi-currency support, and a wide range of payment methodsOrder Tracking
Track My Order via SwapTrack without needing to log in or contact supportReturns Portal
Initiate a return self-service via the dedicated returns portal without contacting the customer support team2. Gift Buyer
Gift Occasion Collections
Curated gift shops per occasion: Father's Day, Birthday, Anniversary, and Wedding, each showing the most appropriate products for that contextGifts by Budget
Collections segmented by price band (Under 50, Under 75, Under 100, Over 150) for buyers who know what they want to spend but not what to buyMost Gifted Collection
The brand's most frequently gifted products surfaced as a standalone collection for buyers who want peer validation on their gift choiceIn-Cart Gift Packaging
Luxury Gift Box, Gift Bag and Wrapping Kit, or standalone Gift Box addable directly in the cart drawer before checkout for a premium unboxing presentationMeaning Card System
15 personalised relationship and symbolic meaning cards choosable in the cart to add emotional resonance to any gifted orderDigital Gift Card
Purchase a digital gift card for recipients who prefer to choose their own piecePopular Gift Sets
Meaningful Pendant Gift Set, Cuban Gift Set, and Make Your Own Set listed as popular gifts in the Sets and Gifts mega menu navigation3. Set and Bundle Buyer
Make Your Own Set
Build a personalised Chain x Pendant combination from 80+ options with a saving versus individual purchasesMake A Chain Set
Choose two chains to stack together as a styled layered necklace combinationMake A Pendant Set
Choose two pendants to pair as a complementary pendant combination on a single chain or separate chainsBuild Your Own Pendant
Design a custom pendant selection independently as a standalone productShop All Sets
Browse the full sets catalogue beyond the Build Your Own options for pre-curated set combinations4. Returning Loyal Customer
Customer Account Login
Access account dashboard to view order history, manage address details, and track the status of current ordersNew Arrivals Page
Dedicated New In page for returning customers who want to see what has been added since their last purchaseOrder Tracking
Track any order via SwapTrack using order details without requiring account loginSelf-Service Returns
Initiate returns via the dedicated returns portal without contacting the support teamCustomer Support Centre
Access the support centre for warranty claims, lifetime guarantee queries, and post-purchase issuesNewsletter Community
Stay subscribed to the CRAFTD Nation email list for early access to new drops and exclusive offers5. International Shopper
Global Country Selector
Full worldwide country and currency selector in the header and footer enabling international customers to shop in their local currency from the UK storefrontMulti-Currency Checkout
Prices displayed and transactions processed in the customer's selected currency across all major global marketsInternational Shipping
Global shipping configured from the UK warehouse to all major international marketsAs Seen In Press
GQ, Complex, Forbes, The Times, and Pause press logos provide international brand credibility for first-time overseas buyers who are unfamiliar with the brand6. Content and Community Browser
Back Yourself Stories Blog
Read long-form personal stories of athletes, artists, and creatives who represent the CRAFTD ethos of self-belief and determinationStyle Guides Blog
Browse practical men's jewellery styling guides covering holiday jewellery, how to stack chains, and how to choose the right pendantEssential Reads Homepage Section
Three latest editorial articles surfaced directly on the homepage for visitors who discover the brand through social media or paid ads and want more context before purchasingEvery Shot Counts Campaign
Access the brand's aspirational campaign page communicating the CRAFTD identity beyond product and collectionsSocial Community
Follow the brand on Facebook, Instagram, Twitter, and TikTok for ongoing product and content updates7. Job Applicant
Careers Page
Dedicated careers landing page listing open roles at CRAFTD London for candidates interested in joining the teamBrand Identity Context
The editorial blog, campaign pages, and brand positioning across the site give applicants a clear sense of CRAFTD's culture and values before applying8. Admin and Content Team
Shopify Admin Panel
Full product, inventory, collection, and order management via the Shopify backendProduct and Collection Management
Add, edit, and publish products and collections across all categories, styles, and finish variants with full image and pricing managementMega Menu Content Management
Update navigation mega menus to reflect new collections, trending products, and seasonal promotions without requiring developer involvementGifting Options Management
Manage in-cart gift packaging product listings, meaning card variants, and pricing via the Shopify product backendBlog and Editorial Management
Publish and manage Back Yourself stories, Style Guides, and Lookbook content across three separate Shopify blog channelsAnnouncement Bar Management
Update the rotating announcement bar with new offers, shipping thresholds, and trust signal messagingSEO and Metadata Management
Open Graph, Twitter Card, canonical tags, Google Site Verification, and meta descriptions configured per page and collectionNewsletter Management
Manage the CRAFTD Nation subscriber list and send email campaigns for new arrivals and promotionsSocial Media Management
Brand presence managed across Facebook, Instagram, Twitter, and TikTokCookie Consent Management
Cookie consent banner managed for UK GDPR and EU compliance across all site visitorsWhat We Delivered
Our Advantages
In-Cart Gifting Upsell System
We built a full gifting options system directly within the Shopify cart drawer, presenting four premium packaging options and 15 personalised meaning card variants at the moment of highest purchase intent. This cart-level upsell architecture turns a standard checkout into a gifting experience without requiring a separate gift page or additional steps in the flow, increasing average order value for gift purchases.
Mega Navigation at Catalogue Scale
The five-panel mega navigation system was built to handle a catalogue spanning multiple product types, eight necklace styles, seven bracelet styles, three ring styles, nine finish variations, and over ten named collections simultaneously, without making the store feel overwhelming. Each mega menu panel includes direct product spotlight links, collection CTAs, and category filters giving every type of shopper a clear and fast path to the products relevant to them.
Meaning Card System as an Emotional Commerce Feature
The 15-variant meaning card system, covering eight relationship types and five symbolic meanings, was built as a distinct product-level feature within the cart gifting flow. This is not a standard gift note field but a curated set of designed cards that align with the brand's jewellery themes of faith, protection, luck, and adventure, turning the checkout into a genuine gifting platform rather than a transactional process.
Three-Tool Self-Service Post-Purchase Stack
We integrated three separate self-service post-purchase tools: SwapTrack for order tracking, a dedicated returns portal for return initiation, and CustomerDesk for support queries, all surfaced in the mobile navigation, footer, and desktop header. This architecture means the vast majority of post-purchase customer interactions are handled without needing to contact the team, which at 1 million+ customers is an essential operational efficiency.
Build Your Own Set as a Core Revenue Feature
The customisable set builder was positioned not as a secondary feature but as a primary navigation item within the Sets and Gifts mega menu and the homepage, with dedicated pages for Chain x Pendant, Chain x Chain, and Pendant x Pendant combinations. Framing the set builder around savings versus individual purchases creates a natural upsell pathway that increases basket size while giving the customer the sense of getting more for their money.
Editorial as Brand Differentiation
The Back Yourself blog was built as a genuinely editorial content channel featuring long-form personal stories of athletes and artists, not product descriptions repurposed as articles. This positions CRAFTD as a brand with a point of view and a community rather than just a product catalogue, which is the key differentiator for a men's jewellery brand competing on brand identity rather than on price or exclusivity.
Global Commerce from a Single UK Storefront
Rather than building separate regional storefronts, we configured the UK Shopify store to serve every global market through a single URL with a comprehensive country and currency selector. This means international customers see local currency pricing and can complete transactions in their own currency without leaving uk.craftdlondon.com, extending global reach without the operational complexity of managing multiple storefronts.
Trust Signal Architecture at Every Stage
Lifetime guarantee, 24,000+ reviews, 1 million+ customers, press logos, and element-proof credentials are each placed at a distinct point in the browse-to-checkout journey: announcement bar at the very top of every page, press strip immediately below the hero, badge section mid-homepage, and reviews page accessible from the footer. No stage of the decision-making process is without a trust signal, which is critical for a brand selling premium jewellery to first-time buyers who have not yet handled the product.
Fully Responsive High-Performance Shopify Build
The storefront is mobile-first and fully responsive across all device sizes, with Shopify CDN-optimised product imagery, a lightweight cart drawer implementation, and a mobile navigation system that mirrors the depth of the desktop mega menus without losing usability on smaller screens.
Technology Stack
The underlying infrastructure.
Platform
- ShopifyFrontend
- Liquid (Shopify Templating), HTML5, CSS3, JavaScriptCDN
- Shopify CDN (cdn/shop/) for all product images, videos, and media assetsVideo Hero
- Shopify-hosted MP4 video files used for the homepage hero carousel (HD 720p and 1080p variants)Order Tracking
- SwapTrack (swaptrack.co/p/craftd) for self-service shipment trackingReturns Portal
- Dedicated returns portal (returnsportal.shop/craftd-uk) for self-service return initiationCustomer Support
- CustomerDesk (craftdlondon.customerdesk.io) for post-purchase support tickets and warranty claimsPayments
- American Express, Apple Pay, Bancontact, Diners Club, Discover, Google Pay, iDEAL, Wero, Klarna, Maestro, Mastercard, PayPal, Shop Pay, Union Pay, VisaMulti-Currency
- Shopify Markets multi-currency checkout with global country and currency selectorSEO
- Open Graph, Twitter Card, canonical tags, Google Site Verification, meta descriptions per page and collectionBlog System
- Shopify native blog (blogs/back-yourself, blogs/news, blogs/lookbooks) for three editorial content channelsCookie Compliance
- Cookie consent banner with Accept and Decline for UK GDPR and EU complianceSocial Platforms
- Facebook (craftdlondon), Twitter (craftdlondn), Instagram (craftd), TikTok (@craftd)Ready to elevate your brand?
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