Fine Jewellery eCommerce Transformation: Simon West Jewellery

About

Simon West Jewellery is a Melbourne-based fine jewellery brand specialising in handcrafted, bespoke pieces. With a legacy spanning over two decades, they are renowned for their exquisite craftsmanship, custom engagement rings, and wedding bands. Every piece is meticulously designed with precision, ensuring a timeless aesthetic that reflects each client’s unique style.

Client:

Simon West Fine Jewellery

Industry:

Fine Jewellery Design and Retail

Location:

Melbourne, Australia

Company Size:

Small Business

Website:

simonwestjewellery.com

Notable Achievements:

  • •Established in 1999, with over two decades of experience in crafting bespoke jewellery.
  • •Specialises in handmade engagement rings and wedding bands, renowned for quality and durability.

Objective & Challenge

Simon West Fine Jewellery sought a digital transformation, moving from an outdated website to a modern, SEO-optimised eCommerce site. The goal was to create a custom, mobile-responsive, high-performance Shopify store. Key challenges included:

  • •Outdated Website
    Poor functionality and limited online engagement.
  • •Limited Online Presence
    Minimal SEO efforts and dependency on in-store sales.
  • •Mobile Responsiveness Issues
    Lack of optimisation across devices.
  • •Product Photography Optimisation
    Need for high-quality images across various screen sizes.
  • •Scalability Constraints
    Existing platform lacked eCommerce capabilities.
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SEO-Optimised eCommerce Approach & Process

To address these challenges, Zuse Digital followed a structured design, development, and SEO optimisation process:

Discovery & Research

  • •Conducted a Discovery Workshop to align on goals and branding.
  • •Performed competitor research to identify industry best practices.
  • •Developed a mood board to define the visual direction.

UX/UI Design & Development

  • •Created wireframes and mockups in Figma, refining based on client feedback. Learn more about Website Design
  • •Designed a luxury-inspired, intuitive website with seamless navigation.
  • •Built a fully responsive Shopify website optimised for mobile and desktop.

SEO & Performance Optimisation

  • •Integrated technical SEO enhancements, including metadata and structured content.
  • •Compressed high-resolution product images for faster load times.
  • •Improved site speed and Core Web Vitals for a seamless shopping experience.
  • •Implemented alt text for all images to enhance SEO and accessibility.

eCommerce & Content Strategy

  • •Integrated secure payment gateways and inventory management. Learn more about Web Application Development
  • •Developed compelling product descriptions and brand storytelling.
  • •Created landing pages for key collections and promotions.

Testing & Launch

  • •Conducted cross-device, browser, and functionality testing.
  • •Provided training and documentation for the client’s team.
  • •Offered ongoing analytics tracking and site maintenance.
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Solution & Outcome

The result was a fully optimised, high-performance Shopify website that:

  • •
    Strengthened Simon West Jewellery’s digital brand presence.
  • •
    Provided a seamless shopping experience across all devices.
  • •
    Increased search visibility and site performance through SEO best practices.
  • •
    Improved conversion rates with an intuitive, luxury-focused UI.
  • •
    Enabled scalability for future growth in the eCommerce market.

This transformation positioned Simon West Jewellery as a leading luxury jewellery website, enhancing customer engagement and driving online sales.

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Simon West
Simon West Fine Jewellery

We are so happy with our new website & all your hard work has paid off.

We can highly recommend Zanyar at Zuse Digital for building our beautiful website to help bring us into the ecommerce world. Zanyar came up with a plan after our initial meeting to target all our needs & suggested new ideas ones we hadn’t thought of including greater user experience which is why we chose Zuse Digital.Zanyar & his team where able to bring the website to life & getting changes made was never a problem. Zanyar went above & beyond when it counted.Thank you Zanyar & team for all your hard work. We really enjoyed working with you & really appreciate all your hard work. I can highly recommend Zanyar to anyone. We are so happy with our new website & all your hard work has paid off. Congratulations on doing a beautiful job & look forward to working with you on the next project.

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