Arms of Eve
The US storefront for a tarnish-free, waterproof jewellery brand, built for fast product discovery and a premium unboxing-driven checkout journey.
The brief
Arms of Eve sells tarnish-free, waterproof jewellery shipped worldwide in signature ribbon-wrapped packaging. The US storefront needed to carry that same premium, gift-ready feel online while handling a large, fast-moving catalogue across earrings, bracelets, necklaces, rings, and seasonal gifting collections.
The build focused on merchandising flexibility — collection and "Shop By" navigation that scales as new drops launch — paired with clear trust signals (free shipping thresholds, a 1-year guarantee, Afterpay) placed exactly where shoppers hesitate at checkout.
Approach & process
How the project moved from first brief to shipped product.
Research & Merchandising Audit
Mapped the product catalogue and gifting flows to design a navigation and collection structure that stays clear as SKUs and seasonal drops multiply.
Theme Build & Componentization
Built reusable Shopify Liquid sections and JavaScript-driven components for collection grids, gift bundling, and quick-add interactions.
Conversion & Performance Pass
Tuned page speed, image loading, and checkout trust messaging (shipping, guarantee, Afterpay) to reduce friction at the point of purchase.
What we solved
The core constraint behind the project — and what shipped in the end.
Jewellery e-commerce lives or dies on product photography — the theme had to stay visually light while still rendering large image-heavy collection and gift-bundle pages quickly on mobile, where most of the brand's traffic converts.
- Shipped a scalable Shopify theme covering the full catalogue: earrings, bracelets, necklaces, rings, accessories, and gifting
- Streamlined "Shop By" navigation and gift-bundle merchandising for faster product discovery
- Checkout-adjacent trust signals (shipping threshold, guarantee, Afterpay) integrated without adding page weight