Development

Annoushka.com —
Fine Jewellery by Annoushka Ducas

The brand was founded in 2009 by entrepreneur and designer Annoushka Ducas MBE and is now a global name, with boutiques in Chelsea, Mayfair and at the Mandarin Oriental Hong Kong as well as concessions in some of the world’s most famous department stores including Harrods, Harvey Nichols and Liberty. At the heart of Annoushka’s designs is her love of story-telling and signature sense of fun. Working closely with her design team, Annoushka ensures the superlative craftsmanship and spirit of modernity defines every piece she conceives.

Main Project Objectives

Seamless Migration

One of the main objectives of the project was to seamlessly transfer existing data to the new Magento Open Source platform. The client did not have a centralised product database, managing products in the previous e-commerce system instead. Therefore, we had to create a connector between SFCC (SalesForce Commerce) and Magento Open Source, enabling automatic migration of products, customers, categories, and attributes. Along the way, we also assisted the client in organising product types, attributes and their options, as well as customer data.

lmproving Google Core Vitals Scores

Another crucial element was improving the Google Core Vitals metrics. Today, no one needs to be convinced of the importance of an e-commerce site meeting the Core Vitals requirements. This directly affects search engine rankings and, consequently, sales. Therefore, together with the client, we decided to use the latest version of Hyva Themes along with Hyva Checkout and monitored the results in real-time as we built the e-commerce site.
You can read more about the results below.

Presenting Bundle Products

The specifics of the jewellery industry require the ability to present product sets in a way that is clear to the customer. Sets such as earrings or necklaces need to be displayed in a way that the customer knows exactly what they are buying, how much they are buying, and how it will look on them. They also need the option to choose the size of each product individually.
By using our internal Alekseon Relations module, we gave the client the ability to sell every possible configuration and combine them with any articles.
More details follow in the next sections.

Easy Content Management

The ability to manage content was very important to the client. The standard CMS Page Builder mechanism is a good tool, but we had to enhance it with Hyva Widgets and our internal solutions, allowing CMS blocks to be placed anywhere on the site, such as in spaces between product tiles and on product pages, without the need to duplicate blocks.

What We Achieved

In-Depth Pre-Implementation Analysis

Thanks to the professional approach of both parties, we were able to conduct a series of workshops with the client, where we went through all aspects of the client’s business. First, we listened carefully and analysed all the intricacies, problems, and challenges Annoushka was facing.

Then, our implementation team took the client’s team through a series of hundreds of slides, which allowed us to prepare a final, refined estimate.

The discovery phase at Alekseon is mandatory. Without it, we cannot guarantee a fully transparent estimate or ensure a smooth project delivery. This project clearly showed that adding this to our agency’s strategy was the right decision.

Tool for Migrating from Salesforce Commerce to Magento Open Source

We created a fully automated set of scripts that allow easy and quick data transfer from one platform to another. We migrated:

Products (in various variants and configurations)
Categories
Attributes
Category assignments
Customers
Orders
The tool was designed in such a way that it can be easily expanded to include new platforms.

If you are considering migrating to Magento Open Source, you can rest assured that we have the migration process down to a fine art.

Presentation of Different Product Types

Products in the jewellery industry are often complex sets that need to be presented in a way that the customer knows exactly what they are buying.

Therefore, we had to introduce different types of products that do not exist in the native, clean version of Magento Open Source, or even in Adobe Commerce.

Simple Product

Here we have a simple product, where a single product is sold without size variations. There’s no real complexity here, but it’s worth noting that such products do exist. Examples of these products include pendants or amulets.

Configurable Product

Another product type everyone knows from Magento Open Source. It is used to sell products in different sizes. In this project, these were mainly rings.

Bundle Product - Without Size Selection

The most fun began with bundle products. The standard display of Bundle products in Magento Open Source is rather basic. We had to introduce product images and descriptions.

Bundle Product - With Size Selection

Additionally, a challenge arose with selecting sizes. Here, too, through a simple trick in the admin panel, we are able to choose which attribute appears in the dropdown list. This could be size, but also colour or chain length.

Product personalization

Engraved Products

In the case of engraved products, which are very important in jewellery items, we were not satisfied with a simple text field. We wanted the store’s customers to also choose the font, so we created a beautiful configurator.

Initial Products

Annoushka offers initial pendants in its collection. Therefore, we had to build an intuitive switch between letters, for which the Alekseon Relations module was used, about which more is discussed below.

Products Consisting of Letters at Different Prices

One of the most frequently ordered products is bracelets and necklaces consisting of diamond letters. Each letter has a different cost, also depending on whether it is large or small. Here, too, our developers stepped in to add the option of configuring products in this way.

Alekseon Relations - Connecting All Possible Products on the Product Page

Alekseon Relations is one of our internal modules of which we are very proud. It gives our clients the ability to connect any products using any attributes.

Simply point to the products that are related to each other and the attribute that connects them. Magento automatically displays switches on the product page, allowing easy navigation between colours, letters, sizes, and even materials from which the products are made.

Lookbook

Presenting several products in one photo was another challenge we faced.

We created a widget that allows the store manager to upload any image and mark the products visible in it. On the frontend, it is generated as a carousel that responds to clicks on the image. Thanks to this, a single model can present an unlimited number of products.

Animations in CMS

We wanted to differentiate the store by giving it a more dynamic character. Thanks to the use of animations, for every possible element in CMS Page Builder, the client can create beautifully designed pages that “come to life” before the user’s eyes.

Integration with Marketing Automation

We performed a full integration with the Ometria system. There is a plugin between Magento Open Source and Ometria, but we had to modify it to meet the client’s high standards. We introduced additional transactional emails, solved the problem with Bundle products, and integrated with Hyva Checkout.

Thanks to Hyva Checkout we have made paying for products a great pleasure. The checkout works quickly and intuitively on both mobile devices and computers. We also introduced a Gift Message option to the Checkout, which is not yet available in the native version.

Outstanding PageSpeed Results

And finally, the crème de la crème - the results in Google PageSpeed. We achieved green circles on all the key pages of the store, i.e., Homepage, Product Page, and Product Listing Page.