Overview
Argent + Asher is a London-based fine jewellery brand founded by Katie Silver, specialising in handcrafted personalised pieces made to order in solid 14k and 18k gold. From diamond name necklaces to custom engagement rings, every piece is individually created and designed to become a lasting heirloom.
With a made-to-order model and 3 to 5 week production times, the store needed to earn trust fast and guide emotional buyers through a considered purchase without friction.
The Challenge
Fine personalised jewellery involves high price points, long lead times, and deeply emotional purchase decisions. The store needed to communicate craftsmanship and exclusivity while making the customisation process feel approachable. Generic layouts and weak trust signals were costing conversions.
Our Approach
We positioned the store around the story of the piece rather than the product itself. Brand copy and visual layout were built to evoke the emotional context of gifting and personal milestones. The customisation flow was simplified to reduce drop-off at the personalisation step.
Product pages were rebuilt to communicate craftsmanship detail, gold purity options, and production timelines clearly. Email templates were developed to support the post-purchase journey, keeping buyers informed and excited through the 3 to 5 week wait.
What We Delivered
Custom Shopify theme design and development
Emotion-led product page layouts
Streamlined personalisation and customisation flow
Custom email templates for the post-purchase journey
Trust signal integration: London atelier, solid gold guarantees, 12-month warranty
Mobile-first responsive build and performance optimization
