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

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 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.

The Product Page

Features on the product page were strategized with the client to enhance conversions. These include:

  • Custom trust badges added to increase consumer confidence in the shipping and return policies
  • Low stock warnings appear under a defined threshold to increase a sense of urgency
  • Custom product financing messaging for Klarna and Afterpay was implemented for a condensed message that was aesthetic as well as more performant. Out-of-the box messaging solutions from either provider proved to add significantly to the page load which was circumvented through this solution
  • Product page description is placed in multiple tabs, allowing users to dig for additional product information without impeding scrolling
  • Shop the look functionality was integrated to assist in cross-selling
  • Additional sections were also built to highlight materials and enrich the page content with useful and educational content

The Side Cart

The side cart, designed for streamlined conversions, was bolstered with several offers to help raise average order value:

  • Multiple cross selling opportunities were built in directly with popular product suggestions
  • An opportunity to add an extra jewelry pouch was included, proactively addressing a frequent customer request
  • A custom shipping insurance solution was also implemented, dynamically applying a rate based on the cart subtotal. This solution built directly into the theme circumvented utilizing previously utilized subpar 3rd party apps
The Side Cart

Let’s start increasing your sales today.

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