Case file
Shopify Plus · Luxury Jewelry · End-to-End Operator
Giraux Fine Jewelry
Client facts
- Client
- Giraux Fine Jewelry
- Trade
- Diamonds, engagement rings, custom work
- Location
- San Francisco, CA
- In business
- 49 years
- Platform
- Shopify Plus
- Engagement
- Sole digital operator, ongoing
Results
- Bookings driven
- 1,200+1
- Booking growth, YoY
- +58%2
- SKUs run
- 2,900+3
- Catalog managed
- $13M+4
- Times shown on Google
- 63.5K5
- Clicks from Google
- 2,2406
- Search click-through
- 3.5%7
- Hover to first spin frame
- 185 ms8
- Page weight cut
- 97%9
- Mobile homepage weight
- 25 MB → 2.9 MB10
- CDN transform cost avoided
- ~$116/mo11
- Month availability call
- 10s → 1.3s12
- 1.SimplyBook admin, July 2026. Count of appointments booked through the self-serve flow since launch.
- 2.SimplyBook admin, July 2026. Monthly booking volume vs the same month one year prior.
- 3.Shopify Plus admin, July 2026. Active product count in the catalog we manage.
- 4.Shopify Plus admin, July 2026. Sum of list prices across the active catalog.
- 5.Google Search Console, July 2026. Total search impressions, trailing 16 months.
- 6.Google Search Console, July 2026. Total organic clicks, trailing 16 months.
- 7.Google Search Console, July 2026. Clicks divided by impressions, trailing 16 months.
- 8.Browser network profile, July 2026. Time from hovering a product card to the first spin frame painted, measured on the live store before (~3 s) and after the optimisation pass.
- 9.Browser network profile, July 2026. Spin product pages measured before (~80 MB) and after (~2.5 MB) the rebuild.
- 10.Browser network profile, July 2026. The homepage measured on a mobile profile before and after the performance pass.
- 11.Cloudflare transform pricing, July 2026. The published per-transform rate applied to the pre-baked frame count. Frames are served as files, so no transform is billed.
- 12.Measured API timing, July 2026. Sequential per-day availability calls replaced by one parallel call per provider, the matrices merged client-side.
Search figures come from Google Search Console, traffic from GA4, bookings from the booking admin, page weight from a browser network profile.
01 · Context
Giraux Fine Jewelry is a 49-year-old San Francisco jeweler selling diamonds, engagement rings, and custom pieces. The store runs on Shopify Plus with 2,900+ SKUs and $13M+ in active catalog value. We came on as the sole operator for everything digital: storefront, analytics, email, media, and search. What we inherited: an aging theme, a paid third-party CDN, no analytics, and a booking process that lived entirely on the phone.
02 · Problems
Four problems compounded each other. The 360° spin pages weighed ~80 MB each, so mobile shoppers left before the diamonds loaded. There was no analytics stack, so nobody knew what was selling or from where. Appointments only happened by phone during business hours, while most traffic arrived after close. And the catalog carried no structured data, so Google had little to show searchers beyond a plain link.
03 · What we shipped
Everything below runs in production today.
- A custom Liquid theme owned end-to-end, so storefront changes ship the same day.
- A custom DAM and CDN we stood up on Cloudflare Workers and R2, migrating 243,000+ media files off the paid platform at cutover.
- A custom 360° spin viewer that took diamond pages from ~80 MB to ~2.5 MB.
- GA4 and GTM instrumented from scratch, so every product view, add to cart, and booking is attributed.
- A 5-step SimplyBook appointment flow with deposits through Shopify Checkout, so customers book without calling.
- Klaviyo welcome, abandoned-cart, and post-purchase flows, so follow-up revenue runs on its own.
- JewelryStore and LocalBusiness structured data, so Google shows the store in maps and rich product results.
04 · Results
Spin pages dropped from ~80 MB to ~2.5 MB, a 97% page-weight cut. The platform serves 720,000+ stored objects (46 GB) today, and retiring the paid CDN saves ~$1,440 a year. The booking flow has driven 1,200+ appointments, with monthly volume up 58% year over year. GA4 tracks 11,000+ active users. Organic search roughly tripled over the trailing 16 months: 63,500 impressions, 2,240 clicks, and a 3.5% click-through rate in Search Console.
05 · What we'd do next
Next on the list: server-side event tracking for cleaner ad attribution, spin coverage across more of the diamond inventory, and collection pages aimed at long-tail searches to compound the organic growth.
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