Shopify Theme Development

Shopify theme development for a luxury jewellery store

A respected UK jeweller needed a new digital foundation. Their previous E-Commerce platform struggled with performance, offered little flexibility for the marketing team, and lacked integration with finance options and CRM workflows. The goal was clear: build a refined platform that looked exceptional, loaded fast, and connected to the finance and CRM tools behind the scenes.

Project overview

Year

2024

Type

Shopify Custom Theme

My role

Lead developer

Duration

3 months

Team

Lead Developer + Design Partner

Technologies

Shopify Plus Liquid Tailwind CSS JavaScript Klaviyo HubSpot V12 Finance
Product detail page layout for luxury jeweller

The problem

Outdated theme architecture limiting flexibility and causing slow load times

Manual handling of finance applications and enquiries increasing admin workload

Lack of CRM integration preventing tracking of customer journeys and follow-ups

Product pages failing to convey craftsmanship and luxury quality online

Marketing team reliant on developers for seasonal content and landing pages

Custom Shopify sections for flexible merchandising
Responsive checkout and finance options

The solution

Developed a bespoke Shopify Plus theme with modular sections and reusable templates

Integrated HubSpot CRM for automated lead capture and client communications

Embedded V12 Finance and Novuna payment widgets for instant finance options at checkout

Enhanced product presentation with high-resolution galleries, video support, and detailed specification tabs

Implemented full analytics tracking with GA4 and Klaviyo event flows

Responsive checkout and finance options

The outcome

A bespoke Shopify Plus theme designed for reliability, brand consistency, and operational efficiency.

Other highlights

  • A stable site that handled seasonal traffic without issues
  • Finance and CRM integrations reduced manual admin and improved lead tracking
  • Marketing team gained full control over page layouts and campaign creation
  • Improved customer experience with faster load times and richer product storytelling
  • New platform positioned the brand for international expansion and omnichannel growth

How it was built

Custom Shopify Plus theme

With a design partner, I built a bespoke Shopify Plus theme on the Online Store 2.0 framework. Every component - from hero banners to product carousels - was modular, enabling marketing teams to build and update content directly from the admin panel.

Tailwind CSS ensured visual consistency across all templates, while a structured component library simplified future maintenance.

CRM & finance integrations

The new platform connected directly to HubSpot CRM, automatically recording form submissions, finance applications, and order data. This gave the sales team a single source of truth for customer interactions and improved follow-up accuracy.

Finance options from V12 and Novuna were integrated at the product and checkout stages, allowing customers to explore flexible payments without leaving the site.

Product presentation & experience

Luxury products demand confidence. I implemented responsive image galleries, zoom-in functionality, and high-definition video to showcase craftsmanship in detail. Product pages included care guides, warranty information, and delivery options to support the customer’s decision-making process.

Performance & reliability

Cloudflare CDN, image optimisation and script minimisation keep the site fast. A rigorous QA and testing cycle ensured reliability under high-traffic conditions, and the site has handled seasonal traffic without issues.

Lessons learned

Luxury retail demands more than aesthetics - it requires the technology to match. Combining Shopify Plus flexibility with CRM and finance integrations delivers clear operational benefits without compromising design.

Modular sections let the marketing team launch campaigns without waiting for a developer, and the speed work helps every step from browsing to checkout.

Technologies used

  • Platform: Shopify Plus (Online Store 2.0)
  • Templating: Liquid and JSON sections
  • Styling: Tailwind CSS component library
  • CRM Integration: HubSpot API for automated lead tracking
  • Finance Options: V12 Retail Finance, Novuna
  • Email & Analytics: Klaviyo automation and GA4 tracking
  • Performance: Cloudflare CDN, lazy loading, WebP optimisation
  • Payments: Multiple gateways including Apple Pay and Google Pay

The finished store gives a luxury jeweller a refined design, the finance and CRM connections the business runs on, and a theme the marketing team can keep building on.

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