E-commerce development for a silver jewellery brand
For SilverX, a silver jewellery brand, we built a custom e-commerce site for selling its products online, developed like all our projects of this kind on the Magento platform.
What sets the project apart is the breadth of the catalogue and the way it has been made easy to navigate. Alongside the categories you would expect from a jeweller, rings, necklaces, bracelets, earrings and pendants, the brand also sells product types that rarely get a space of their own: cufflinks, tie clips, money clips, bookmarks and sets.
Giving each one its own page is not about completeness but about visibility. These are products sought by a small but very determined audience, often for a specific gift, and anyone looking for a silver tie clip types exactly those words. A category hidden inside a generic accessories section would never capture that search, which is among the closest to purchase.
The platform includes the full functions of a mature e-commerce site, with customer area, registration, wish list, basket and advanced search. Alongside these is a section dedicated to the shops, which links online sales to the physical network: in the jewellery sector some customers prefer to see the product before buying, and the website supports that journey too rather than ignoring it.
Small categories bring the best searches
In a jewellery catalogue it is tempting to group the smaller categories under a generic accessories heading: there are only a few products and it seems a way of keeping the menu tidy. It is, however, a visibility mistake.
Anyone looking for a silver tie clip or money clip types exactly those words, and almost always with a precise intention to buy, often linked to a gift. These searches are few in number but very close to conversion, and a hidden category never captures them. Giving each one its own page costs little and pays off well.
NewVisibility was founded in 2013 from an idea by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you talk directly to the people working on your project, with no intermediaries, even after launch.
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NewVisibility, a web development agency in the province of Como, which developed the platform on Magento and designed the catalogue structure.
Silver jewellery: rings, necklaces, bracelets, earrings and pendants, as well as cufflinks, tie clips, money clips, bookmarks and matching sets.
Because they capture very specific searches that are close to purchase. Anyone looking for a silver tie clip types those words and would not find a hidden category.
It lets customers save the pieces they are considering. In jewellery, purchases are often carefully weighed and can easily be lost between one visit and the next.
Because in the jewellery sector some customers prefer to see the product before buying. The website supports that journey too rather than ignoring it.
For large catalogues, yes. When there are many products, category navigation alone is not enough and search becomes the main path for many users.
Yes. We design sales platforms tailored to the type of catalogue, paying particular attention to the category structure that determines organic visibility.