The brief
Jewellery by Mae is a beauty salon brand that wanted to sell online alongside its salon activities. They needed a Shopify store for quality stainless steel jewellery — a professional online shop that matched the brand’s warm aesthetic, launched quickly and was ready to sell from day one.
The starting point was Shopify’s free Atelier theme — a minimalist, jewellery- and lifestyle-focused theme. The challenge was extending that theme with the functionality required for serious e-commerce.
What we built
Shopify Atelier theme as the foundation
The Atelier theme delivers an elegant, luxury feel that’s a perfect fit for a jewellery brand. We fully configured and visually tuned it to match Jewellery by Mae’s brand identity — colour palette, typography, hover effects and photography style.
Wishlist functionality
Shoppers can save products to a personal wishlist without needing an account. The wishlist is stored locally so items persist across visits. Ideal for impulse purchases and return visits.
Smart breadcrumb with local storage
We built a breadcrumb that uses local storage to remember which collection page a visitor came from before opening a product page. The customer always navigates back to the right collection — not a generic category. This significantly reduces bounce rate on product pages.
Cross-sell & upsell: bundling jewellery sets
On every product page we display related products that together form a complete jewellery set — earrings that match a necklace, or a bracelet that pairs with a ring from the same collection. This increases average order value and helps customers put together a complete look.
The logic for which products are shown is fully managed via Shopify’s native product relations and metafields — no external app required.
Fully enriched product data with Pshly.ai
All product descriptions, collection descriptions and SEO meta texts were generated and enriched via Pshly.ai, our own AI content tool for Shopify. Pshly analyses product data, images and category information, then writes unique, SEO-optimised copy that is pushed directly into Shopify.
The result: a fully set-up store with unique content on every page — including image alt texts — without a single line of copy written manually.
This contributed directly to a fast time to live: from kick-off to launch in under eight weeks, including all custom development and Shopify SEO optimisation.
Outcome
Jewellery by Mae went live with a complete, professionally configured Shopify store that is ready to scale. The combination of custom features on top of a strong base theme, paired with AI-enriched content via Pshly, makes this an efficient, high-quality project.
The store serves both new and returning visitors — with a wishlist that brings them back, smart navigation that prevents frustration, and product suggestions that increase average order value. Curious what we can do for your Shopify store?
