Adams Jewellers

Irish jeweller embraces modern design with new Shopify website.

Adams Jewellers is a high street jeweller with two stores in Ireland, offering customers a wide selection of popular brands alongside traditional fine jewellery pieces. With a strong offline reputation, the brand approached Emrise to elevate its online presence, with a focus on improving online sales and creating a platform that would be easier for their team to manage.

Emrise designed and developed a new Shopify website that brings clarity to the product offering, makes it easier for customers to browse and purchase, and introduces modern features such as click and collect to better connect the in-store and online experience. Built with a clean navigation structure and optimised product layouts, the site ensures Adams Jewellers a strong foundation for future growth.

The Challenge

Adams Jewellers wanted to take the strength of their high street presence and translate it into an equally compelling online experience. Their goal was to create a modern eCommerce site that reflected the quality of their brand while making it easier for customers to browse and discover across their range of products.

At the same time, the Adams team sought to simplify how they managed their website and product data day to day. They wanted a platform that would be intuitive to use, integrate seamlessly with their existing Pursuit system, and provide more flexibility for future growth and marketing activity.

In particular, the project needed to:

Improve the online shopping experience and conversion rate
Introduce modern functionality such as click-and-collect
Simplify backend management for the internal team
Migrate successfully from Visualsoft to Shopify without losing SEO value
Ensure product data from Pursuit was structured correctly for long-term success

The Strategy

Emrise recommended a complete rebuild and migration from Visualsoft to Shopify, which would give Adams Jewellers full control over their content, smoother integration with Pursuit, and improve customer experience.

Our strategy focused on four core objectives:

Ensure a seamless SEO migration with redirects from the old site to protect existing visibility
Deliver a Shopify design that reflects Adams Jewellers’ brand and values
Introduce enhanced filtering and click-and-collect functionality for better usability
Clean and restructure Pursuit product subsets to ensure long-term data accuracy and management ease

Alongside the new site launch, a paid media campaign was introduced to drive qualified traffic.

Strategy Implementation

These are the actions we carried out:

Carefully planned the migration from Visualsoft to Shopify to ensure a seamless transition for both users and search engines.
Led a structured migration process, including detailed redirect mapping for all existing URLs to preserve SEO equity and maintain user journey continuity.
Implemented comprehensive technical SEO checks and fixes, including optimisation of the robots.txt file and sitemap.
Set up tracking and analytics through the Google and YouTube apps to ensure accurate data collection and performance monitoring.
Audited and tested each migration stage to ensure accurate product visibility and a well-structured category hierarchy.

Designed a new Shopify website with a clean, modern aesthetic focused on clarity, accessibility, and easy navigation.
Refined product filtering and structure to improve browsing, and overall shopping experience.
Worked closely with the Adams team to restructure and clean product data within Pursuit, the in-store POS and inventory management system.
Provided hands-on training and guidance to ensure accurate product setup and efficient management.
Continued collaboration post-launch to refine remaining subsets in Pursuit, keeping data structured and aligned with the new Shopify store.

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Results

Project delivered within agreed timeline.
Website launched with good speed and health.
Website clicks remained stable during migration, and then began to grow.
Paid media campaign achieved strong early results, delivering a revenue increase of over 3,000% from ad spend.

The redesigned site positions Adams Jewellers for long-term growth and stronger visibility through ongoing SEO enhancements.

Benefits

A modern Shopify website design that better reflects the Adams Jewellers brand.
Improved usability and a cleaner site structure for both customers and the internal team.
A refined design that allows products to stand out and shine online.
Seamless integration of click-and-collect functionality to connect online and in-store experiences.
Simplified backend management, making it easier for the team to update products and manage orders.
Optimised Pursuit setup, ensuring products and subsets are correctly configured for accurate syncing and smooth stock management.