A Birmingham jewellery brand · £45K → £280K MRR.

This archetype is a slice of Birmingham fine-jewellery DTC we ship into reliably. Picture a Jewellery Quarter workshop, second or third-generation makers, running £45K MRR before engagement. The store sits on Shopify Basic with stock product detail pages. No configurator for stone or metal selection. No certificate authentication. And wholesale carries most of the revenue, so DTC stays the smaller channel rather than the growth channel.

Three structural problems compounded the growth ceiling. First, the product pages hid the workshop's real strength: its made-to-order capability. Buyers couldn't configure carat, metal, setting, or stone choice without picking up the phone. Second, the certificate of authenticity was a paper document mailed with the piece. It never appeared on the product page as a verifiable digital certificate.

Third, the email program ran two flows on default Klaviyo templates. No segmentation by piece-type buyer (engagement, anniversary, fashion). No post-purchase care-and-cleaning sequence. No re-engagement window tied to anniversaries or birthdays.

Workstream 1 · Shopify Plus migration with configurator + made-to-order workflow. We migrated the store to Shopify Plus and built a custom configurator app for stone-cut, metal, setting, and band-width selection. Then we wired it into the workshop's bench-management system. Every made-to-order job now slots into the production queue with its full spec attached.

Workstream 2 · Certificate authentication system. Every shipped piece carries a verifiable digital certificate. Buyers reach it from the product page or a QR code on the physical certificate. We marked each piece up with Product schema carrying material specs and provenance. That trust signal compounded into both ranking and conversion.

Workstream 3 · Klaviyo flow architecture for fine-jewellery. We rebuilt the welcome series around piece-type buyers: engagement, anniversary, fashion. Then came a post-purchase care-and-cleaning sequence, anniversary and birthday re-engagement, and a lapsed-buyer winback. Email revenue share lifted from 9% to 27%.

Workstream 4 · Bundle + companion-piece merchandising. We built bundle SKUs that pair pieces the way buyers actually shop. The engagement piece with a wedding-band match. The necklace with matching earrings. The fashion piece with a stackable. AOV moved from £180 to £333 across 12 months.

Workstream 5 · Brand identity refresh + photography system. We designed a new brand identity with a serif-led editorial voice. A photography system covered both lifestyle (worn) and product (lay-flat) shots. The whole kit shipped as a Figma library, handed to the workshop's in-house team for ongoing campaign work.

This pattern is one of our most-shipped West Midlands engagement shapes. It fits a Birmingham Jewellery Quarter or fine-accessories workshop in the £30K to £100K MRR range: workshop heritage, a wholesale-heavy revenue mix, and a Shopify Basic stack. The 14-week timeline holds steady. Workstreams compress or expand in proportion, and metrics typically land within plus or minus 20 percent of the archetype above.

Five capabilities transfer directly. Shopify Plus migration with configurator and made-to-order workflow. Certificate authentication for trust and ranking. Klaviyo flows segmented by piece-type buyer. Bundle and companion-piece merchandising. And a brand-identity refresh with a Figma library your in-house team keeps.

Every Birmingham engagement starts with a 30-minute discovery call. Scope, timeline, and budget come back in writing within 48 hours. GMT cadence Mon to Fri.