Rebuilding a fine-jewellery store around 112,000 diamonds.
Éternel sells moissanite and lab-grown diamond jewellery in 18K gold vermeil from New York. We rebuilt the whole store: a new theme, the full catalogue, a live diamond search and the Google Shopping feed, then switched it over with the old theme kept for one-click rollback.
- Client
- Éternel, New York
- Market
- United States
- Services
- Shopify theme, catalogue migration, SEO, Google Shopping feed
- Year
- 2026
product variants imported, with SEO copy for every product
diamonds searchable inside the new theme
custom theme sections, with 0 theme-check errors
currencies at checkout through Shopify Markets
What it had to do.
The old store ran on a ring-builder theme that had grown hard to manage, and the catalogue needed rebuilding from scratch.
The goal was a store that feels like fine jewellery, answers the questions people ask before spending a few hundred dollars, and is ready for Google Shopping from day one.
The work, piece by piece.
- 01
A theme of its own
Twelve custom sections on a Dawn base: hero, category tiles, signature product tabs, a welcome-gift offer, price comparison, a craft story and photo reviews.
- 02
Product pages that answer questions
Metal and stone-size options, a delivery-date estimate, a size guide, specs and FAQs from metafields, a sticky add to cart and "complete the look".
- 03
112,000 diamonds, searchable
The Nivoda feed runs inside the new theme, with shape shortcuts that open lab-grown stones in that shape.
- 04
The catalogue, moved properly
50 products and 1,191 variants imported with SEO titles, descriptions, FAQs and spec tables. 563 images checked and renamed.
- 05
A cart that lifts order value
A gift-unlocked bar, two upsells and a mix-and-match saving across rings, earrings, necklaces and bracelets.
- 06
Ready for Google Shopping
A supplemental feed for every variant with keyword-led titles, and a ring size guide page aimed at one of the category's biggest searches.
On desktop and phone.
Captured from the live store. The page scrolls on its own.
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