Where the configurator is the product.

A premium product the catalogue couldn't hold.

Some storefronts have to carry a genuinely premium, made-to-order product — not a catalogue you click through, but a piece of fine jewellery you specify and build. The constraint is that the buying experience itself has to feel as considered as the product, in several languages, on the same Shopify Plus store.

That rules out an off-the-shelf theme with a few sections swapped out. The real work is a heavily customised build where the configurator and the product page are the product, not decoration on top of it. This is an anonymised account: it describes the shape of the engagement, with no name, logo, screenshots or identifying detail.

One coherent journey, not a pile of features.

We shaped the work around a single buying journey rather than a feature list: a made-to-order creation path, a product experience refined enough to sit beside a high-consideration piece, discovery that helps a considered buyer compare, and saved-interest flows for a purchase people return to.

Every surface had to hold its shape across multiple languages — the product page, cart, account, configurator and wishlist — so localisation was designed in from the start, not bolted on at the end.

A Shopify Plus theme taken far past its origins.

The build started from a lean Shopify Toolbox and Dawn foundation and customised it extensively — dozens of bespoke Liquid sections, templates and snippets, JavaScript components, SCSS modules and locale files, assembled through a Theme Kit, Webpack and Babel workflow. That is the structural layer that keeps everything above it maintainable rather than a stack of overrides.

At the centre sat the 3D product configurator: a made-to-order creation path driven by a 3D product-model viewer, engineered with the data flow it needs underneath — stone, metal and size selection with option-filtering logic, a product-variant flow, running totals, and configurator modal and image-loading behaviour, all built to run on mobile as well as desktop.

Around it sat luxury product-detail and product-card work; wishlist, account, cart, add-to-cart, recently-viewed and product recommendations; search, predictive search, collection filtering, sorting and mobile product-listing work; and editorial and brand surfaces for video, Lottie motion, press, showroom, appointment and storytelling. Localisation ran across the product page, cart, account, configurator, wishlist and even video controls — translated through the custom commerce UI, not just the static pages.

Built to be maintained, then maintained.

The relationship continued past the main build as ongoing production support — production syncs, post-build fixes, cart and overlay corrections, a consent/privacy surface, and content and campaign updates — so the system held its shape as new work landed. That is the demanding part: heavy Plus customisation, a coherent multi-language journey and ongoing support all working at once.

No business outcome is claimed here. The reusable point is capability, not a result: building and maintaining a custom Shopify Plus theme where a 3D configurator, high-consideration product storytelling, saved-interest journeys, discovery and localisation all have to work together. The evidence is implementation evidence — the build and support work itself, not analytics — so it supports the scope and engineering role, not launch, conversion or revenue results, and none are stated.