Born Diamonds
Complete UX/UI design and Shopify storefront build for lab-grown diamond jewellery, guides, and appointment-led sales.
The challenge
Born Diamonds is a premium lab-grown diamond and jewellery brand offering engagement rings, diamond rings, earrings, necklaces, bracelets, guides, appointments, and stockist information. In 2023, the brand needed a complete Shopify storefront experience designed and implemented from the ground up to reflect its luxury positioning and support a high-consideration customer journey.
The main challenge was creating a refined ecommerce experience that could present premium jewellery products clearly while guiding customers through multiple discovery paths, including ring styles, diamond shapes, materials, lab-grown diamond education, inspiration content, and appointment booking. For this type of product, customers need visual confidence, education, trust, and a smooth path from browsing to enquiry or purchase.
What we built
- CanCod handled the design and full Shopify implementation for Born Diamonds in 2023.
- We designed and developed a premium Shopify theme experience tailored to the brand’s lab-grown diamond positioning, product catalog, and consultation-led buying journey. The storefront was structured around key shopping paths such as engagement rings, jewellery categories, diamond ring styles, product materials, guides, inspiration content, and appointment booking.
- We built custom Shopify sections, responsive layouts, collection structures, product discovery flows, and editorial content areas so the brand could present products, education, campaigns, and storytelling in a polished and flexible way. The implementation focused on both visual quality and practical ecommerce usability across desktop and mobile.
The result
Complete Shopify design and full storefront implementation delivered in 2023
Premium theme experience aligned with Born Diamonds’ lab-grown jewellery positioning
Improved navigation across engagement rings, jewellery, diamond rings, guides, and inspiration content
Better product discovery through style, shape, and material-based browsing paths
Flexible Shopify sections for brand storytelling, featured content, campaigns, and guides
Appointment booking and customer service CTAs integrated into the customer journey
Mobile experience designed for elegant browsing and high-consideration jewellery shopping
Storefront structure supports both ecommerce purchasing and consultation-led sales
Technology
Results
“Premium jewellery can’t sit on a generic template. CallNext designed and built the full Shopify experience—rings, guides, appointments, all connected. Eduard’s team got it live in 2023 without the usual agency runaround.”
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