Simple and Dainty

Design, Development & Optimization →


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 theme from the Shopify Theme Store, but were finding limits in the capabilities and performance. 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.

"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

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