Molly Brown London

Children's jewellery brand grows with Magento to Shopify migration.

Molly Brown London is a children’s jewellery brand, dubbed “Tiffany for girls” by VOGUE magazine due to its high quality sterling silver and gold-plated keepsake jewellery pieces. Having built a custom online ecosystem on Magento, the business was looking to streamline and simplify processes with a migration to Shopify. Emrise built and launched two new Shopify websites for the brand, with SEO considerations and internationalisation at the core of the migration.

The Challenge

Over the years, Molly Brown London had built a complex online ecosystem, centred around their Magento ecommerce platform. This included 3PL fulfilment, that linked to a bespoke jewellery engraving system and luxury brand packaging, as well as international shipping and a separate USA store view with tailored content and SEO strategy.

Emrise had worked with Molly Brown London over the years to build and develop these features, so were able to advise the business on a solution when complexities began to cause a strain on company resources and hinder its ability to act quickly to market changes. For instance, the business was impacted by the changing tariff system in the USA, highlighting the need for flexibility and simplified processes.

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The Strategy

Emrise worked with Molly Brown London to develop a migration strategy to Shopify. While Shopify is commended for its streamlined and intuitive ecommerce functionality, it did mean that the main store and US store had be decoupled and rebuilt in their own dedicated Shopify environments, to allow the brand to target both markets effectively and improve the efficiency of business processes.

Before the rebuilds, we made user experience and conversion rate enhancements to the website design, ensuring Molly Brown London would be set up for success upon launch.

We also worked with Molly Brown London’s third party suppliers to ensure the 3PL fulfilment process and international delivery methods were correctly and effectively integrated with the new ecommerce platform. We helped the business explore supplier options for global fulfilment and then worked with the chosen suppliers to migrate current processes and successfully integrate with Shopify, while keeping Molly Brown London’s unique needs at the centre.

Alongside this, our digital marketing team also separated the business’ Klaviyo account, which is used for regular email marketing activity for the two distinct markets. Our team migrated contacts from the United States to a new Klaviyo account and rebuilt email capture forms and email templates so marketing activity could continue with little interruption.

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Strategy Implementation

Our strategy for Molly Brown London included:

Enhancing the previous website design with UX and conversion rate optimisations.
Developing two Shopify websites, one for the United States, and another for the UK and rest of the world.
Integrating the new Shopify websites with third party 3PL and global shipping suppliers.
Building a bespoke solution to enable customers to add engraving details to jewellery items before purchase, and then sending details to the engraving machines situated with the third party fulfilment provider. The solution enabled Molly Brown London’s team to easily add engraving options and restrictions to individual products via the Shopify backend.
Migrating content and products from Magento to the new Shopify websites.

Supporting the SEO migration plan which mapped URLs from the previous /us subfolder to the new us. Domain structure. Upon launch, we uploaded the URL redirects on the Shopify store and crawled and tested the implementation to ensure everything was working as expected. This ensured customers were still able to access the website from previously shared or saved URLs, and that SEO authority and rankings were not lost.
Separating email marketing and customer data between two Klaviyo accounts. Lists, segments, email capture forms and email templates were also transferred to the new account, with adjustments to content where needed to appeal to the unique markets.
Providing training on how to use the new ecommerce platform for the Molly Brown London team.
Implementing a data & tracking set up, which included GA4, Google Tag Manager, Google Search Console and Meta pixel, which supported the business’s SEO and PPC activity.