Monaghans Jewellers

Established in 1909, Monaghans Jewellers has been serving customers for over a century. Now located in Dumfries, they remain a proud family-run jeweller renowned for their fine diamond and gold jewellery, specialising in wedding rings, engagement rings, and timeless pieces. Alongside their bespoke designs, they stock a wide selection of leading brands.

With a strong local reputation, Monaghans partnered with Emrise to refresh their existing Shopify website. The goal was to improve the overall online shopping experience, modernise the design, and streamline the site’s structure to create a cleaner, more engaging platform that would drive online sales.

The Challenge:

Monaghans Jewellers wanted to build on the strength of their trusted reputation and translate it into a more refined and engaging online experience. Their goal was to refresh their existing Shopify website to better reflect the quality of their brand and create a smoother, more enjoyable shopping journey for customers.

While the site already provided a strong foundation, its structure and presentation had become cluttered. Monaghans sought a cleaner design, improved usability, and a more cohesive way to present their collections.

Another key challenge lay in the setup and organisation of product data within Lightspeed. Over time, inconsistencies in how products and subsets were structured led to issues with the presentation and filtering of the products.

The Strategy:

Emrise recommended a design refresh within Shopify to elevate the Monaghans Jewellers online experience while retaining the platform’s existing functionality and data. Our UX/UI team led a visual retheme focusing on clarity and usability.

Beyond the visual update, the strategy also focused on improving how customers interact with and complete their purchases. We introduced an in-store pickup option to strengthen the connection between online and offline shopping.

We also implemented a tailored purchasing rule within Shopify to enhance the buying experience and reduce incomplete or invalid orders. This ensured that customers followed the correct purchase flow for specific products, maintaining a smooth transaction process while supporting accurate stock management.

Strategy Implementation:

The retheme of the website centred on enhancing the user experience with modern eCommerce best practices. Guided by UX/UI insights, Emrise redesigned key areas of the site to create a cleaner and conversion-focused shopping journey.

The header and navigation were streamlined to reduce visual clutter and improve usability. A new mega menu was introduced to make it easier for customers to explore categories and brands at a glance, while adjustments to sizing and search functionality brought the layout in line with contemporary retail standards.

On the homepage, emphasis was placed on creating stronger visual impact through a more dynamic content layout. Key sections such as featured collections were restructured to showcase products more effectively, while new calls-to-action were added to highlight important features to improve engagement opportunities.

The cart and checkout experience were also refined to remove unnecessary friction and follow industry best practices.

To support a seamless purchasing process, we also introduced a custom rule within Shopify to guide customers through the correct steps when purchasing certain product combinations. This ensured a more accurate order flow and reduced the likelihood of incomplete transactions.

Following the website relaunch, Monaghans continued their partnership with Emrise through a digital retainer. With a focus on refining product data within Lightspeed to ensure product information and subsets are accurately structured and consistently presented.

Monaghans-Jewellers-Dumfries-Screenshot-(1)

Visit website

Results:

Project delivered within agreed timeline
114% revenue increase in 5 months since retheme went live compared to the same period last year
Website launched with good speed

Benefits:

A refreshed design that better reflects the Monaghans Jewellers brand.
Improved user experience through streamlined navigation and a more intuitive site structure.
Enhanced homepage layout with stronger visuals and clear calls-to-action to encourage engagement.
Optimised header, footer, and cart design for a smoother and more consistent shopping journey.
Simplified checkout flow with improved usability.
Ongoing optimisation of product data within Lightspeed to ensure accuracy and consistency.
A solid foundation for continued growth through future marketing and digital activity.