Kimai is an ethical jewelry DTC brand that sells necklaces, rings, earrings, and bracelets made with lab grown diamonds.
The build is a headless Shopify Plus storefront with a React front end. Shopify Plus handles the catalog, eCommerce features and checkout; Contentful handles the content.
The same codebase runs four international websites with different currencies for the US, UK and Europe. The site is also translated into French for the French market.
01Ethical jewelry collection
The website features two main collections: jewelry and the engagement rings collection.
Collection pages
Custom product filters were implemented to filter the product by category and material. Sort options are used to sort the listings by price or release date. Additional pages are generated for the main materials (yellow gold, rose gold and white gold). We implemented Algolia for a super fast and smart search.
Product details pages
Distinct product page templates were created to cover the specific needs of each collection - jewelry and engagement. Engagement rings can be customized via a toolbar on the product page (choice of ring, diamond, shape, etc). A custom engraving feature allows customers to customize the front and the back of their product. Product reviews are populated by Stamped.
02Content & interactions
Content management system
The website content is fully dynamic managed in Contentful via custom Content Models specifically defined for the needs of the project. Contentful is also used to provide additional information on the product pages.
Blog
An advanced layout system was built for the blog, enabling the Kimai team to publish articles with different layouts and content types such as interviews, images and other types of information specific to the jewelry industry and the brand.
Responsive animations
Custom animations and interactions were developed specifically for desktop and mobile devices, including hero animation, page transitions, parallax effect and a product color picker.
03Marketing
SEO & performance
Technical SEO optimizations were performed to provide the maximum flexibility for the SEO team and to accommodate international websites across multiple domains. The storefront is optimized for performance on desktop and mobile.
Analytics & conversion tracking
eCommerce conversion and data tracking, including Google Analytics, Google Ads and Facebook conversion tracking.
Email marketing
The newsletter and customer workflows are integrated with Klaviyo Email Marketing software.
Promotions
Shopify coupon codes have been implemented and can be applied at the basket level and in Shopify Checkout. More advanced mechanisms were also implemented such as a refer a friend feature for cyber Monday or a reward system.
04Results
We worked with Kimai on their online launch in 2019, and the brand has since appeared on Dragons' Den in 2024, raised investment from Steven Bartlett, and opened retail stores in LA, London and Paris.
05Gallery
