Héloïse & Abélard is an ethical jewelry house founded on the upcycling of diamonds and 18 carat recycled gold. They believe in the romance of eternal jewelry that carries a story. Made in Paris in a traditional jewelry workshop, the brand sells rings, necklaces, bracelets and custom made pieces.
They first asked us to redesign their product pages to improve the user experience and drive conversions. That has since grown into a long-term, embedded partnership across the whole storefront.
01Product pages
We redesigned and rebuilt the product pages around Héloïse & Abélard's brand guidelines:
Variant selection reworked, with dropdowns and preview images
A new product gallery
Additional product information
The Alma widget, for paying in installments
A "Try in store" button
Appointment booking, connected to Pipedrive
02US market launch
We launched Héloïse & Abélard in the US market, using Shopify Markets for catalog prices and Weglot for translations.
03Moving off GemPages
Much of the storefront was built with GemPages, a page builder that wasn't maintainable and didn't scale. We moved key parts of it onto the theme's own configuration, with reusable custom blocks, so the team has more flexibility and new work ships faster.
The migration is phased rather than all at once: we replace GemPages sections gradually, as we work on each part of the storefront.
04Ongoing storefront work
Alongside the larger projects, we work on the storefront week to week:
Navigation, footer and homepage, redesigned and developed
Product listing pages, with clearer categories and navigation
Product bundle discounts
Technical SEO optimization and guides
Data attribution support
05Gallery
