Website Case Study - Jewellery Superstore

The Objective

The Jewellery is a brand new online store offering high quality jewellery at affordable prices. Launched in 2016, the business grew significantly by selling on Amazon, but the owners felt the time was right to start building and selling direct to consumers using their own platform. Whilst there was no intention to stop selling on Amazon, there were several reasons behind the motivation to sell direct. The first was the margin being sacrificed through Amazon. The second was the desire to create a stand-alone brand that they could build, shape and evolve over time. The third was that by owning their own website, growing direct sales, building equity into the domain through SEO, there would be an opportunity to sell the business (the brand and the website as an asset) at some point in the future.

The Jewellery Superstore recognized that they were not only entering a highly competitive online marketplace, but also competing with much larger online players with much bigger marketing budgets, such as Goldsmiths, Argos, Earnest Jones and Amazon. Their first objective was therefore to create a website that could stand side by side with the major online retailers, from a design, functionality and portfolio perspective.

Solutions offered

After discussing the clients requirements, specification, volume of products and most importantly budget, it was determined that an off-the-shelf ecommerce platform would best serve their needs, certainly in the short term.

Having already built a number of ecommerce websites using this platform, Northern Media decided that Opencart perfectly met the requirements of the project. After undertaking comprehensive analysis of competitor websites, initial design concepts were presented to the client and quickly approved.

Northern Media’s SQL database expert worked with the client to re-format the product data into a format where the portfolio could be directly uploaded into Opencart via a csv file. Product descriptions were re-written to help optimize the products on Google and support the ongoing SEO campaign.

Upon launch of the site, training was given to Jewellery Superstore on how to use the content management system, including adding new products, amending prices, viewing orders, changing status, viewing uncompleted transactions etc.

Northern Media also ensured all online orders and customer contact details were automatically exported and fed into their CRM.

The Results

Since launching the site in 2017, and with an average order value of £20, sales have peaked at over £1,200 per month, achieved on a modest PPC and Google Shop budget.


“We recognised when we launched the Jewellery Superstore that we were going up against some stiff competition – established online brands like Goldsmiths and Earnest Jones that consumers have trusted for many years. The Jewellery Superstore is a long term project for us and we wanted to work with an agency that could support us on many levels throughout that journey. It’s still early days, but within eight months of going live, some of our products were already ranking on page one organically, which is a testament to Northern Media’s SEO talents, despite a limited budget”

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