Ethical jewellery eCommerce

eCommerce website development for Kimaï with Shopify and Contentful.

Kimaï is an ethical jewellery DTC brand that sells necklaces, rings, earrings, and bracelets made with lab grown diamonds.

The website is a Progressive Web App built with Shopify for the catalog, eCommerce features and checkout; and Contentful for the content.

The same codebase is used to populate three international websites with different currencies for the UK, the US and Europe.


  • Shopify
  • Contentful
  • React


  • eCommerce development
  • Multi websites
  • Multi currencies
  • CMS
  • Progressive web app
  • Reviews
  • Referrals
Visit Site
Ethical jewellery collection

Ethical jewellery collection

The website features two main collections: jewellery 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 - jewellery and engagement. Engagement rings can be customised via a toolbar on the product page (choice of ring, diamond, shape, etc). A custom engraving feature allows customers to customise the front and the back of their product. Product reviews are populated by Stamped.

Content & interactions

Content & 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.


An advanced layout system was built for the blog, enabling the Kimaï team to publish articles with different layouts and content types such as interviews, images and other types of information specific to the jewellery 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 colour picker.



SEO & performance

Technical SEO optimisations were performed to provide the maximum flexibility for the SEO team and to accommodate international websites across multiple domains. The website is Progressive Web App optimised for desktop and mobile performance.

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.


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.

Kimaï diamond setter

Let's talk about your project!

Our team is here to advise on all things eCommerce. Get in touch and we will schedule a call to discuss your project.

How we can help

  • check

    Designing and building a new site

  • check

    New features development

  • check

    Site speed and conversion rate optimisation

  • check

    Technical optimisation for SEO

  • check

    eCommerce strategy and marketing

  • check

    Ongoing maintenance and support

YYT built our new Shopify website from scratch in only 2 months. We were impressed by their level of expertise and flexibility.
Jessica Warch
Jessica Warch
Co-Founder & CEO at Kimaï