Tools and Technologies
- Platform - Shopify Grow
- Store Type - New D2C Shopify store built from scratch — standalone brand, separate from the P.C. Chandra storefront
- Theme - Premium Shopify theme customised to the Rihi Silver brand identity
- Frontend Technologies - Shopify Liquid, HTML, CSS, JavaScript
- Data Model - Shopify Metafields for structured product attributes
- Analytics & Tag Management - Google Tag Manager
- Merchandising Journeys - Gift-by-relationship and Shop-by-occasion collections
- Fulfilment Model - Pan-India delivery with in-store pickup at P.C. Chandra showrooms
About the Customer
The customer is one of India’s well-established jewellery groups with a long-standing reputation for quality and craftsmanship. As part of its digital growth strategy, the company launched a new D2C silver jewellery brand aimed at younger, online-first shoppers.
The new brand focuses on certified 925 sterling silver jewellery and was built as an independent business with its own identity, product catalogue, and ecommerce store. Customers can shop online with pan-India delivery or choose in-store pickup, combining the convenience of ecommerce with the trust of an established retail network.
Business Challenge
Launching a new brand alongside an established parent house is a specific kind of hard.
The new brand needed to stand on its own with a distinct identity, catalogue, customer journey and SEO presence while still making use of the parent company’s existing retail infrastructure where it added value. The first version also had to be right from day one, with no room for a slow or fragmented launch.
Embitel's Solution
Embitel built the new brand as a standalone Shopify Grow store from the ground up. The implementation combined a customised premium theme, structured product merchandising, Shopify-native capabilities, third-party integrations and a planned go-live process.
The store went live on 1 June 2026 with the catalogue, customer journeys, pickup workflow, analytics and supporting integrations ready together.
- A Standalone Shopify Store
- Premium Theme Customisation
- Variant-Level Image Management Across 644 Products
- Merchandising Around How Customers Actually Shop
- Shop by Relationship — partner, mother, sister, self
- Shop by Occasion — birthday, anniversary, festive and everyday
- In-Store Pick up Alongside Pan-India Delivery
- Performance Optimisation Across a Multi-App Storefront
- SEO Foundations for a New Domain
- URL structure
- Page titles and meta descriptions
- Image alt text
- Structured metadata
- XML sitemap configuration
- Robots configuration
- On-page SEO fundamentals
- Google Tag Manager for Flexible Tracking
- Structured UAT and Coordinated Go-Live
The new brand was built as an independent ecommerce business rather than as an extension of the existing parent-brand website.
Embitel created a separate Shopify Grow store with its own storefront, admin environment, catalogue, domain and brand system. This kept the two digital properties clearly separated while allowing the new brand to use the parent company’s physical retail network where required.
This approach also gives the new brand the flexibility to evolve its ecommerce experience, merchandising and marketing independently as it grows.
The objective was to create a premium storefront without extending the project timeline through a completely bespoke theme build.
Embitel started with a premium Shopify theme and customised it extensively around the brand’s visual identity. This included typography, colours, product cards, homepage layouts, navigation and collection experiences.
The result is a storefront that feels purpose-built for a premium jewellery brand while retaining the stability and development advantages of Shopify’s established theme architecture.
Jewellery ecommerce is highly dependent on product imagery, particularly when products are available in different designs, sizes, finishes or configurations.
Across the 644-product launch catalogue, Embitel implemented variant-level image handling so that selecting a product variant displays the appropriate imagery on the product page.
Shopify’s native variant structure was combined with Metafields to manage additional product attributes that were not covered by the standard product model. This kept the catalogue structured while giving customers a more accurate visual representation of what they were selecting.
Rather than relying only on traditional product categories, the storefront was structured around customer intent.
Two key merchandising journeys were introduced:
This approach helps customers who may not know exactly what product they want but know who they are buying for or why they are buying it.
For a jewellery business, that distinction matters. The navigation needs to support the way customers think about a purchase, not just the way products are stored in a catalogue.
The new brand launched with both pan-India delivery and in-store pickup.
Because the brand does not operate its own independent showroom network, the implementation connected the online buying journey with the parent company’s existing showrooms. Customers could choose to collect their purchases from a showroom rather than having them delivered.
Embitel configured the pickup workflow so that the selected location becomes part of the fulfilment process, giving the business an additional fulfilment option while also bringing the online and offline shopping journeys together.
A Shopify store rarely operates with just the core theme. Marketing, analytics, merchandising and engagement requirements often introduce multiple apps, each of which can add scripts and front-end weight.
Performance was therefore addressed as part of the implementation rather than after launch.
Embitel worked on theme code hygiene, script loading, image optimisation and the overall front-end implementation to reduce unnecessary overhead and keep the storefront responsive despite the required app ecosystem.
A new domain starts without the authority, backlinks and search history of an established ecommerce site. That makes the technical SEO foundation particularly important.
Embitel established the core SEO setup, including:
The objective was not to promise immediate rankings, but to make sure the new store launched without avoidable technical SEO issues and had a clean foundation for building organic visibility over time.
Google Tag Manager was implemented as the central tag-management layer for analytics and marketing tracking.
Key ecommerce interactions were instrumented through GTM, giving the marketing team greater control over event tracking without requiring development changes every time a tracking requirement evolves.
This also provides a cleaner foundation for expanding the measurement framework as the brand’s digital marketing activity grows.
For a new ecommerce launch, testing cannot stop at checking whether individual pages work.
The digital engineers at Embitel carried out structured UAT across the storefront, catalogue, merchandising journeys, integrations and fulfilment workflows. The different parts of the experience were tested together to make sure a customer could move through the complete journey without friction.
The store went live on 1 June 2026 with the storefront, catalogue, integrations and fulfilment paths ready together.
Embitel's Impact
- Created a new D2C revenue channel — The brand can now acquire and serve customers directly through its own ecommerce presence rather than depending entirely on the parent business’s digital storefront.
- Established a distinct digital identity — The new brand has the flexibility to build its own customer base, merchandising strategy, marketing campaigns and digital presence without being constrained by the existing ecommerce experience.
- Expanded fulfilment flexibility — Customers can choose between home delivery and showroom pickup, reducing the gap between online discovery and offline purchase fulfilment.
- Made a large catalogue easier to shop — Relationship- and occasion-led jo
urneys help customers discover products based on purchase intent, particularly for gifting-led jewellery purchases. - Created a foundation for organic growth — The technical SEO setup gives the new domain a clean starting point for building search visibility and non-paid customer acquisition over time.
- Reduced dependency on development for marketing operations — The analytics setup gives marketing teams greater control over tracking and measurement as campaigns and customer journeys evolve.
- Built for scale from the first launch — The storefront architecture provides room to expand the catalogue, merchandising, marketing integrations and customer journeys without having to rebuild the ecommerce foundation.
- Connected online and offline retail — The project turned an existing physical retail footprint into an extension of the D2C fulfilment experience, allowing the new digital brand to benefit from infrastructure that was already in place.
Before this project, Embitel had already partnered with the retailer to establish its Shopify ecommerce foundation, including platform implementation, custom module development and automation.
With the core Shopify setup in place, the business moved to the next stage of its ecommerce journey. The focus was no longer just on getting the store up and running, but on improving how customers discover products, interact with the storefront and complete purchases.
Check out the case study on – Customised Shopify Solutions through Custom Module Development and Automation for a Leading Jewellery Chain
