Case study · Men's jewellery

ARMR Jewellery

A UK jewellery brand for men and boys, making stainless steel chains, rings and bracelets built to last. We redesigned its Shopify store so the brand feels as solid as the product, and made it easier to find the right piece, the right size or the right gift.

Visit the store

Services: Redesign, SEO, content
Platform: Shopify · Horizon theme
Markets: UK + around 40 countries in local currency
Languages: English, Spanish, German

3

Languages: English, Spanish and German

3

Size guides, each linked to collections filtered by size

~40

Countries selling in local currency

The brief

More than jewellery.

ARMR makes durable stainless steel jewellery for men and boys — and stands for something bigger: encouraging them to get out there, connect and look after their mental wellbeing.

ARMR was already on Shopify, but its old theme felt clunky and didn't do the brand justice. The goal was a store as solid as the product: bold, consistent and easy to shop, whether you're buying for yourself or as a gift for a son, brother, dad or partner.

What was holding it back

01
Off-brand design
An older, clunky theme that didn't reflect the brand.
02
Mixed messages
Copy that said different things from page to page.
03
Hard to shop
Shallow navigation, no size or gift guides, and cluttered product pages.
04
Hard to find
Page titles, descriptions, headings and image alt text that weren't helping search.

What we built

01
A brand that feels elevated
A new design on Shopify's free Horizon theme, with new packaging imagery and a mobile layout built for how most customers shop.
02
Consistent, honest messaging
Copy rewritten across the site so the brand speaks with one voice and makes no claims it can't back up.
03
Size guides that shop for you
Guides for necklaces, rings and bracelets link straight to collections filtered by size, helping customers choose right first time.
04
Built for gifting
A gift guide by recipient and budget that makes it easy to find something for a son, brother, dad or partner.
05
Deeper navigation
A clearer menu to browse by type, finish or collection.
06
Built to be found
SEO best practice throughout: page titles, meta descriptions, image alt text, a proper heading structure and updated copy.
07
Selling in Europe and beyond
Spanish and German storefronts alongside English, with local currencies across around 40 countries.
08
A Journal with a plan
A new blog structure and an article plan to bring in search traffic over time.