Case Study
Brennmore: a custom Shopify home for handcrafted lab diamond jewelry
Brennmore sells handcrafted 14k gold vermeil rings, necklaces, earrings, and bracelets set with lab diamonds and gemstones, and the storefront had to feel as considered as the pieces themselves.
The brief
Brennmore is built around timeless craftsmanship, not trend churn, and its catalog runs deep: engagement and stackable rings, Zodiac and Celestial collections, birthstone personalization, and a 365-day warranty. The challenge was presenting that breadth without overwhelming shoppers, surfacing personalization clearly, and making a sub-£200 accessible-luxury range still read as fine jewelry on every device.
- A wide catalog (rings, necklaces, earrings, bracelets plus Zodiac, Celestial, Floral, Love, and Personalized lines) needed navigation that stays calm rather than cluttered.
- Birthstone and personalization options had to be discoverable and easy to configure without confusing the path to checkout.
- Trust signals like the 365-day craftsmanship warranty, free worldwide shipping, and 7,500+ reviews needed to be present without cheapening the luxury tone.
What I built
Gencer Karakaya built Brennmore a fully custom Shopify theme tuned for a fine-jewelry catalog. Collection and product templates were structured to show gold vermeil, lab diamond, and gemstone pieces with the detail shoppers expect, while metafield-driven product options handle birthstone and personalization choices. Reusable Liquid sections let the team feature Zodiac, Celestial, and seasonal collections from the admin without touching code.
- Custom Liquid theme with a refined product page that gives close-up imagery, materials detail, and personalization selectors room to breathe.
- Metafield and variant-driven birthstone and engraving options wired into the add-to-cart flow so personalization stays simple.
- Editable collection and feature sections so Zodiac, Celestial, Floral, and Love lines can be merchandised from the Shopify admin.
- Warranty, free worldwide shipping (duties included for US), and review trust cues integrated as reusable blocks across the storefront.
FAQ
How are Brennmore's birthstone and personalization options handled on Shopify?
Personalization is driven by Shopify variants and metafields wired into the product template, so a shopper picks a birthstone or engraving and the choice flows cleanly into the cart and order, with no third-party form bolted on top.
Was Brennmore built on a custom theme or a prebuilt one?
It runs on a fully custom Shopify theme built in Liquid by Gencer Karakaya. Collection, product, and feature sections were designed specifically for a deep fine-jewelry catalog rather than adapted from a generic template.
How does the storefront present trust for an accessible-luxury jewelry brand?
The 365-day craftsmanship warranty, free worldwide shipping with duties included, and 7,500-plus reviews are built in as reusable theme blocks, so trust signals appear consistently without undermining the refined, timeless tone.