A Luxury Brand Trapped on an Expensive, Inflexible Platform
ChloBo makes handcrafted jewelry with a loyal following and a product range that customers genuinely build collections from. The stacking philosophy behind the brand creates high repeat purchase rates and a community of buyers who know exactly what they want.
When they came to Underwaterpistol, Magento was the problem. Maintenance costs required constant external agency support for changes that should have been straightforward. The platform lacked the flexibility to build the kind of editorial, story-led shopping experience the brand needed to communicate the handcrafted nature of its products. The site design had fallen behind the quality of the jewelry it was selling. Growth was being actively constrained by a platform the business had outgrown.
Premium Experience. Full Team Control. Personalization Built In.
01.
Magento to Shopify Plus Migration
Product data, customer accounts, and order history were migrated across. URL redirects were built before the switchover to protect organic search equity. The migration was planned around ChloBo's trading calendar to avoid disruption during key promotional periods.
02.
UX Research and Premium Redesign
A UX research phase informed the redesign, mapping how ChloBo's customers browse and build collections. Navigation was streamlined to make stacking and gift-buying journeys more intuitive. The new design reflected the premium positioning of the jewelry: editorial imagery, craft storytelling, and a cleaner visual language throughout.
03.
Custom Engraving Preview Tool
A custom engraving preview tool was built to let customers personalize selected pieces and see a real-time preview before they add to cart. The tool opened a new personalized product revenue stream that hadn't existed on Magento and gave ChloBo a clear point of difference in the gifting market.
04.
Merchandising and Bundling
Product bundling options were refined to support the stacking purchase behavior that defines the ChloBo customer. Upsell mechanics were added at PDP and cart level. The internal team gained full control over content, product pages, and promotional activity without needing agency involvement for routine updates.
“Moving from Magento to Shopify Plus gave us the flexibility we'd been missing. The engraving tool alone opened up a gifting market we couldn't tap before. The team can now move at the speed the brand needs.”
Chloe Moss
Founder, ChloBo
