Day’s Jewelers
Brief
Day's Jewelers is a chain of full-service jewelry stores with 7 locations across Maine and New Hampshire. It’s a family-run business founded in Portland, Maine in 1914. Day’s Jewelers worked with Irish Titan to redesign the site from the ground up. Their results? A +144% increase in mobile conversion rate, +286% lift in add-to-cart rate, +93% "See in Store" submission rate.
WHY
Day’s Jewelers had a brand built on trust, service, and craftsmanship, but their digital experience wasn’t built to evolve at the same pace. The site needed a cleaner, more intuitive shopping experience (especially on mobile), stronger product discovery across a large catalog, and clearer pathways into the high-touch services that set Day’s apart. Just as importantly, they needed a modern foundation that made ongoing improvements easier, so the site could keep getting better without unnecessary friction. The site was also missing a critical component, integration with their existing Dynamics ERP, meaning they spent their days on manual data ETL.
HOW
We knew immediately Shopify was going to be the right fit for Day’s Jewelers. This project started with UX in mind, focused on user journey clarity, long-term scalability, and bringing the Day’s brand onto a modern platform without losing its brand’s timeless character.
Gone are the days of NEEDING to go in person for jewelry. Features like virtual try on, 3D renders, advanced personalization are all table stakes for jewelry stores now.
It was clear that Day’s had a strong sense of who their customers were, but they needed support organizing their site information, catalog, and navigation in a way that flowed seamlessly for those customers.
WHAT
Our plan was clear. Here’s what we tackled first.
Bring the Brand Ethos to Life
Day’s Jewelers has 112 years of brand experience and name recognition. Bring that custom Day’s experience to the modern age.
Understand their brand positioning and priorities for core personas to build a website in alignment to optimal user journeys.
Allow their brand to shine through the site, never generic, to increasing competition in the jewelry space.
Reorder, Reorganize, Refine
Refine product organization
Streamline the site navigation
Reduce the friction from their past site,
All while keeping an ironclad view of their buyers in mind. By thoughtfully restructuring the way products were surfaced and filtered, we created a clearer path from discovery to decision. The result: less overwhelm, more momentum.
Build a scalable, performance-driven foundation
Once we understood their users as well as Day’s Jewelers already did, we architected a streamlined tech stack designed for efficiency and growth. We leaned into core platform capabilities where possible, audited and optimized supporting apps, and reduced unnecessary complexity with UX best practices at our core.
RESULTS
Tech Stack:
Shopify
Klaviyo
ShipStation
Custom Functionality:
360 Video
Try On Link
Engraving
Jewelry Care Plan
See In-Store, Wish List
Store Locator, Availability & BOPIS
