Tateossian I Case Study I Velstar - Velstar


  • Magento 1 to Shopify Plus Migration
  • Simplified Navigation
  • Social Shopping
  • Third-party App Integrations
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The luxury jewellery designer for men and women. 


Founded in 1990 by former city financier turned jewellery designer Robert Tateossian, the brand has become renowned for its distinctive style and uncompromising quality. From unique cufflinks to innovative bracelets, they have been redefining jewellery design trends for over 30 years.

The Challenge

Tateossian already had four successful brick-and-mortar stores and multiple stockists around the world. However, when COVID-19 hit, the brand relied on its online store to make up for lost sales. But it became clear their slow Magento 1 site was struggling to deliver results. After hearing about Velstar’s ecommerce experience, the Tateossian team enlisted us to help rectify the problem.

After the initial consultation, it became clear that Shopify Plus was the platform the brand needed to move to. Known for its speed, unquestionable security and scalability, Shopify Plus was a clear winner.

The Solution

When it comes to high-end jewellery purchases, trust in your jeweller is imperative. The Velstar team ensured that the new website conveyed Tateossian’s expertise and award-winning service, in a way that showcased the brand as an honest and luxurious jeweller.

We identified key areas of improvement and set about creating a bespoke Shopify Plus store. The new site needed to offer a fresh new user experience, and it had to be easy to manage post-launch. 

The Velstar team paid close attention to every technical detail of the specification. With beautiful imagery at the heart of this brand, the new configuration allows their products to be displayed in a way that maximises visual impact across the collection and product pages. 

On the homepage, top-level collections were displayed to refine product offering to each user. A flexible carousel and grid layout was used so that the homepage would look great with any amount of content used. It also offers Tateossian the flexibility to easily update the displays depending on the latest trends and product promotions. 

With the brand’s Magento site not being highly responsive on mobile at all, we introduced a suite of enhancements and built custom mobile menus and layouts built to help serve mobile-first customers effectively.

Tateossian is a brand that tells great stories, and we wanted the new site to reflect this. Blogs and articles are a great way to engage an audience and build brand awareness. We took their existing blog section and enabled custom blocks, which gave the written pieces a more dynamic and modern feel. 

Capitalising on Tattossian’s huge social following, we implemented a Shoppable Instagram section to allow visitors to shop via their Instagram feed. We also developed a custom pushcart and push menu to help provide a simple checkout pathway and a flawless customer experience.

With stores across London and stockists all over the world, it was important to highlight where these are located, so that’s exactly what we did. These pages perfectly enforce brand credibility and value, whilst also giving the customers a complete omnichannel experience.

Finally, we utilised some of Shopify Plus’ third-party app partners, including email marketing platform, Klaviyo to increase traffic and maximise conversions through data-driven, customised email flow.

The Results

We have created an ecommerce platform that provides Tateossian’s customers with a sleeker, more sophisticated user experience. Since the launch, the brand is already experiencing high levels of engagement and increased conversions. We look forward to seeing this beautiful brand grow.

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