Tranforming Hazel Smyth’s Jewelry E-Commerce Site

Did you know that nearly 70% of online shoppers say site speed and usability directly impact their buying decisions? For jewelry brands, where presentation is everything, a slow or clunky website can mean lost customers and missed revenue.

Hazel Smyth is a handcrafted jewelry brand rooted in artistry, individuality, and intention. They came to us with a challenge: their existing website wasn’t keeping up with their ambitions. Performance issues, outdated design, and limited usability were hindering customer engagement and holding back sales. They needed a platform that could scale beyond their local audience, elevate their brand story, and deliver a premium shopping experience that truly reflected their brand.

The Solution: A Custom, High-Performance E-Commerce Experience

We rebuilt HazelSmyth.com from the ground up, pairing Shopify’s reliable backend with a custom headless frontend built in Next.js with Tailwind CSS and TypeScript. In simple terms, headless means the storefront design is separated from Shopify’s backend. This gave us the freedom to create a faster, more flexible shopping experience. The result is lightning-fast load times, complete creative flexibility, and a mobile-first experience designed for growth.

Key features include:

• Editorial-style layouts and custom, art-directed photography showcasing products in both lifestyle and still-life settings.
• Hand-drawn “Shop by Color” illustrations that reflect the brand’s fine art inspiration.
• Dynamic product filtering, cross-sell modules, and curated seasonal collections like Art Inspiring Art and Blue Jeans to Ballgown.
• SEO-optimized content with long-tail keyword integration, structured data, and storytelling-driven product descriptions.
• A robust Customer Support hub with jewelry care tips, FAQs, and repair/return forms.

This combination of performance optimization and elevated design positioned Hazel Smyth for long-term growth.

Seamless Integrations for Growth

We equipped Hazel Smyth with tools to strengthen customer relationships and streamline operations:

• Mailchimp integration for automated welcome, post-purchase, re-engagement, and cart abandonment flows.
• BusinessMind integration for smooth inventory and fulfillment management.
• Instagram Shopping to increase visibility and inspire purchase through social discovery.

Built for Beauty and Performance

This wasn’t just a visual upgrade – it was a technical transformation. Our headless architecture, which separated the storefront design from Shopify’s backend, allows for:

• Scalable growth without sacrificing speed.
• Total creative freedom in UI/UX design.
• Static site generation and automatic image optimization for SEO and performance.
• Accessibility-focused coding for an inclusive experience.

This technical foundation supports long-term scalability without sacrificing aesthetics.

The Results

The impact was immediate and measurable:

• +567% online orders
• +222% conversion rate
• +191% returning customers
• +350% total sales
• +19% session duration

Hazel Smyth’s new site isn’t just an online store, it’s a digital flagship that blends artistry, storytelling, and performance-driven design to drive real business growth.

Why This Project Matters

This transformation is a perfect example of how artistry, strategy, and technology can work together to create a retail experience that’s as beautiful as it is effective. By elevating their brand story through thoughtful design, optimized performance, and integrated marketing tools, we built a platform that doesn’t just sell jewelry – it sells the vision, passion, and craftsmanship behind every piece.

Ready to transform your e-commerce experience? Connect with Noisy Trumpet today and let’s build a site as unique as your brand! Explore more of our award-winning client work to see how we have elevated brands across industries.