Artfully Designed Jewelry for everyday

Cast is a premium jewelry brand based in San Francisco, California, with both an eCommerce store and physical retail locations in Corte Madera, Palo Alto, and select partner stores. Known for its artistically crafted necklaces, rings, earrings, and bracelets, Cast combines timeless design with modern elegance.

To support its growth and provide a seamless online shopping experience, we enhanced the brand’s existing Shopify theme, aligning it closely with Cast’s visual identity while implementing advanced features for both functionality and user experience (UX). Key upgrades included custom navigation, filters improvements, product details page redesign, and mini cart improvements, including a Gift with Purchase (GWP) feature.

Technology

Shopify Plus
Shopify Theme

Services

Shopify Plus Development
Shopify Theme Development
CRO

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Navigation & product filters

The website features four main category of products: earrings, rings, necklaces and bracelets.

Improved navigation structure

We updated the site's navigation design and content to highlight the core product categories—Earrings, Rings, Necklaces, and Bracelets—and to enhance product discoverability. Users can now browse by style, material (e.g., gold, white gold, sterling silver, mixed metal), or price range, ensuring a more intuitive and efficient shopping experience.

Advanced product filters

Dynamic filters were added to the category pages, allowing users to filter by: Category, Style, Stone, Material, Color, Price, Size, and Length.

Product detail pages redesign

We refined the product detail pages (PDPs) with category-specific UX improvements such as size selection "pills" for rings and length specification for necklaces. Additionally, stock availability checks and error handling were also included in the size selection logic to improve the shopping experience.

Visual enhancements were implemented across all devices (desktop, tablet and mobile) to elevate the overall look and feel, and ensure design consistency. These updates contributed to an increase in conversion rates.

Gift with purchase feature

We developed a bespoke Gift with Purchase (GWP) feature with advanced logic, that can be fully customized directly through the Shopify theme editor. This feature dynamically triggers based on cart value or promotional conditions, offering customers a dynamic gift at checkout.

Key benefits of the GWP feature:

Encourages higher average order value (AOV)
Enhances the customer experience
Supports marketing campaigns via in-cart promotional banners, even when no gift is offered

This functionality was designed to be flexible, scalable, and easy for the Cast team to update as part of seasonal promotions or ongoing marketing strategies.

Results

Through strategic Shopify theme customization, we helped Cast enhance their eCommerce presence, streamline the user journey, and create a shopping experience that reflects the premium nature of their products. The new design and features support both usability and conversion—resulting in improved customer satisfaction, engagement, and sales.