Simple & Dainty

Shopify Theme Design




Total Sales


Conversion Rate


Average Order Value

We’re so happy with our new website! It is extremely fast, converts well, and not to mention gorgeous. Thanks Electric Eye!

Cindy Au, Owner


Simple & Dainty is a sustainable jewelry brand committed to handcrafting dainty & minimal jewelry that's perfect for everyday wear without breaking the bank. They strive to create essential layering pieces with classic & timeless designs. It started as a small project to create dainty pieces for friends, family, and owner Cindy Au herself. Over the past years, it started growing more than she had ever imagined!

The Problem

Simple & Dainty was experiencing steady growth using a premium theme on Shopify, but were finding limits in the capabilities and performance of their theme. Their ambitions were to have a professional website with an elevated customer experience that could compete with the big players in the direct-to-consumer jewelry industry. In a saturated market, Simple & Dainty was doing well, but blending in a bit more than they were standing out.

The Problem

The Solution

Electric Eye partnered with Simple & Dainty to create a completely custom web experience. Using our proprietary theme design system, we were able to build a high-performing and polished storefront that beautifully conveyed both their product and company values. Starting with a branding exercise, we set the tone for the aesthetics of the brand. We then developed a theme designed with features geared toward increasing conversion rate and average order value while also ensuring apps and integrations vital to the business would continue to work seamlessly.

Notable features include:

  • Geolocation-based custom announcement bar, displaying different messaging for 3 regions
  • Geolocation-based custom free shipping progress bars, showing different thresholds for 3 regions
  • Side cart with built in upsell offers
  • Product page low stock warning with the ability to define the threshold
  • Custom gift guide landing page

Let’s start increasing your sales today.

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Let’s start increasing your sales today.