How ControlF5 Built a Luxury Shopify Jewelry Store for Preeti Sandhu
When you’re building a website for a jewelry brand, the website has to feel as special as the jewelry itself. If it looks ordinary, people assume the jewelry is ordinary too. That was the challenge in front of us when we started building the Shopify store for Preeti Sandhu Jewelry.
Preeti Sandhu is a brand with a real story, designed in New York, handmade by artisans in Jaipur. Our job was to bring that story online in a way that felt warm, personal, and easy to shop.
Here’s how our team at ControlF5 built this store from scratch, the choices we made along the way, and what the final result looks like.
The Brief
Preeti Sandhu Jewelry is a brand with two homes. The designs are created in a studio in New York. The pieces are then handmade by artisans in Jaipur, India, using techniques that have been passed down for generations.
When the brand came to ControlF5, none of this was online yet. There was no website, no online store, nothing. The brief was simple: build a Shopify store from scratch that doesn’t just sell jewelry, but also shows the care and craftsmanship behind every piece.
We started with a blank page, no old website to fix, no old code to clean up. Just a brand with a great story, and a deadline.
- Industry
- Project
- Technology
- Website
Challenges
Building a store from scratch sounds simple, but a blank page means a lot of decisions. Here are a few things we thought about carefully.
Where do we even start?
With nothing already in place, the first few days were all about decisions: which theme, how the navigation should work, and how products should be organized. These early choices would shape the whole store, so we took our time to get them right.
Telling the brand’s story without slowing people down
Preeti’s story, from New York to Jaipur, working with artisan families, is genuinely special. But we didn’t want the homepage to feel like reading an essay before you can see a product. So we found ways to share the story through images and short, simple sections instead of long paragraphs.
Two collections, one brand feel
The store has two main lines: Fine Jewelry (14k gold pieces) and Demi-Fine/Vermeil (more affordable pieces). A $35 pair of earrings and a $4,900 necklace are very different purchases, but both needed to feel like they belonged to the same brand. Getting the navigation and layout right for both took a few rounds of changes.
Picking apps that don’t get in the way
Pop-ups, stock alerts, gift offers, these Shopify apps are useful, but if they feel pushy, they can ruin the shopping experience for a luxury brand. So every app we added had to feel helpful, not annoying.
Making it feel personal
Preeti Sandhu has customers all over the world, people buying gifts, brides shopping for their wedding, and long-time fans of the brand. We wanted everyone of them, whether buying a $35 gift or a $4,900 piece, to feel like they were shopping somewhere thoughtful and personal, not just another online store.
Solutions
Here’s how we turned all that thinking into a real, working Shopify jewelry store.
a. Shopify Store Design
We built the look and feel of the Shopify store using the Prestige Shopify theme, a clean, premium theme that’s great for showing off jewelry with big, beautiful images. It’s one of the themes often considered by brands exploring the best free Shopify themes for jewellery brands before moving to a more advanced setup.
The homepage opens with lifestyle and product photos first, letting the jewelry speak before any ‘shop now’ buttons.
Navigation is organized by Category, Style, Material, Price, and Signature Collections, so customers can shop in whatever way feels natural to them.
The Fine Jewelry and Demi-Fine/Vermeil lines each have their own look and feel, while still feeling like part of the same brand.
The brand’s story is shared through images and short content sections, instead of long blocks of text.
b. Shopify Store Development
On the technical side, we focused on building something the Preeti Sandhu team could manage easily on their own, without needing a developer for every small change.
- Built the entire Shopify store from scratch, with product pages that work well for everything from $35 items to $4,900 pieces.
- Set up multi-currency and multi-market payments, so customers in different countries can pay in their own currency.
- Connected all the best Shopify apps needed (listed below) without slowing the Shopify store down.
- Set up analytics and tracking from day one, so the team can see how the store is performing.
c. SEO Setup & On-Page Optimization
A great-looking Shopify store still needs to be found on Google, so we set up the SEO basics from the start.
- Did keyword research for fine jewelry, demi-fine, vermeil, and gifting categories.
- Added clear titles, descriptions, and image alt text across all product and collection pages.
- Organized the site structure and internal links so Google (and customers) can find things easily.
- Set up the foundation for a blog to help with long-term search traffic.
d. Mobile Responsive Experience
Most shoppers browse on their phones, so we made sure the mobile experience was just as good as desktop.
- Every page, homepage, collection, product, cart, checkout, was tested and adjusted to look great on mobile.
- Images and layouts were optimized so pages load quickly on phones without losing visual quality.
- Navigation and filters were redesigned for mobile, so shoppers can find products in just a few taps.
- The mobile checkout was simplified to reduce drop-offs at the final step.
e. Integrated Shopify Apps
To add the extra features the brand needed, we integrated the following Shopify apps:
- Shopify Page Builders: GemPages, Shogun
- Stock Alerts: Appikon, Swym
- Shopify Email Marketing & Push/SMS apps: Hulk Advanced Wishlist, Brevo PushOwl
- Pop-ups: Poptin, Klaviyo
- Badges & Icons: TA Product Labels and Badges
- Shopify Upsell & Cross-Sell: Post Purchase Upsell
- Cart Customization: BG Auto Add to Cart (Free Gift)
Results
Here’s where the Shopify store stands after launch:
| Area | Result |
| Page Speed | Google PageSpeed score of 85+, thanks to optimized images and clean theme setup |
| Performance | Fast loading on homepage, collection, and product pages, even with high-quality photos |
| SEO | Full on-page SEO done across all products and collections, with a search-friendly site structure |
| Accessibility | Clear, readable text, good color contrast, and alt text added to all images |
| Mobile Responsive | Shopify Store works smoothly on all devices, with easy mobile navigation and checkout |
| Multi-Market Payments | Customers from different countries can pay in their own currency |
| App Stack | 9 Shopify apps connected and working together — page builders, stock alerts, email, pop-ups, badges, upsell, and cart tools |
| Store Build | Complete Shopify store built from scratch, covering both Fine and Demi-Fine jewelry lines |
Discover more Shopify success stories
Projects like Preeti Sandhu show how important the right foundation is when launching a jewelry brand online. Many of the same principles apply whether you’re scaling an established business or learning how to start a jewelry business online with Shopify.
How We Created Aayraa Jewels’ Shopify Store from Scratch
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Revamping The Alpine Apothecary: WooCommerce to Shopify Migration
Learn how we successfully migrated a growing wellness brand to Shopify while improving speed, usability, and store management.
Redesigning Luxe by Mia: A High-Converting Shopify Store for a Modern Beauty Brand
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Explore a few more Shopify projects from the ControlF5 portfolio!
“From a development perspective, the biggest focus was building a store that could balance visual quality with performance. Jewelry websites rely heavily on high-resolution imagery, so we spent considerable time optimizing assets, refining the Shopify theme structure, and ensuring pages loaded quickly across devices. We also planned the collection architecture carefully so customers could navigate between Fine Jewelry and Demi-Fine Jewelry collections without friction. The result is a store that not only looks premium but is built on a solid technical foundation for future growth.”
Sumit Bula, Project Manager, ControlF5
Conclusion
Good jewelry takes time; it’s shaped, polished, and checked again before it’s ready. We tried to build this store the same way: not just quickly, but properly.
What started as an empty Shopify store is now a place where Preeti Sandhu’s story can reach people anywhere, from the studio in New York, to the artisans in Jaipur, to a customer’s screen on the other side of the world. That’s what we’re most proud of: it doesn’t just sell jewelry, it introduces people to the story behind it.
Our team of Shopify experts at ControlF5 builds stores with the same care that goes into a handmade piece of jewelry, paying attention to the small details that customers may not notice, but will definitely feel.
Have a jewelry brand with a story worth telling?
Every great Shopify store starts the same way, with a blank page and the right team behind it. Book a Free Consultation Today!
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