Charles Fish
Charles Fish is a long-established British jeweller with a distinctive range of pre-owned watches and fine jewellery. Having built a strong reputation for quality and trust, their online store plays a vital role in attracting collectors and customers seeking unique pieces.
The brand partnered with Emrise to refresh their online presence through a Shopify site redesign. The goal was to modernise the user experience, streamline site management for their in-house team, and protect existing search performance through a smooth SEO migration.
The Challenge
Charles Fish wanted a more elegant and modern online storefront that reflected the premium nature of their products, but without rebuilding their business operations from scratch. The existing Shopify structure made it difficult to manage content efficiently, with every collection tied to a custom template buried in the theme’s code.
At the same time, the brand was refining the number of watch and jewellery brands sold online, which meant removing large sections of content and categories. This change introduced SEO risks, including potential traffic loss, broken links, and duplicate collection pages.
Balancing a cleaner, more flexible design with a stable technical SEO foundation was critical.
The Strategy
To achieve these goals, Emrise planned a soft migration focused on three priorities:
- Redesigning the Shopify theme to align with Charles Fish’s brand vision.
- Simplifying the management of category and collection content for their internal team.
- Protecting organic visibility through structured redirects and careful menu reorganisation.
This approach ensured that the SEO footprint remained stable while giving the new site a fresh, modern design.
Strategy Implementation
Our team first upgraded the Shopify theme, improving the site’s visual appeal and usability while optimising mobile performance and product navigation.
A key technical focus was restructuring how collection pages were managed. Previously, each collection was tied to its own template, meaning editing required locating and modifying code in the theme files. We replaced this with dynamic content fields powered by Shopify meta fields, allowing the Charles Fish team to edit text, images, and SEO elements directly from the collection page interface.
From an SEO perspective, the removal of certain pages required a complete redirect mapping. Each deprecated collection and product page was redirected to the most relevant equivalent or parent category, preserving authority and maintaining user journey continuity.
Finally, we worked closely with the client to restructure the site menu, ensuring logical navigation and stronger internal linking between priority collections and products.
Results
By launch , the new website went live smoothly without impacting organic performance. Rankings and keyword visibility across core product categories remained stable, and the client was pleased with the streamlined editing process and updated design.
The redesigned site gave Charles Fish a strong foundation for future growth and ongoing SEO improvements.
The Benefits
- A refreshed, modern Shopify design that better reflects the Charles Fish brand.
- A simpler and more flexible content management process using meta fields.
- Improved usability and cleaner site structure for both customers and the internal team.
- Stable SEO performance through careful redirection and menu planning.
- A future-proof setup ready to support ongoing e-commerce expansion.
Testimonial
Emrise has always been fantastic. Quick to respond and responsive. Handled the moving of our new website seamlessly, delivering without a hitch.
Luke Stafford
E-commerce Manager
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