"Michael Gabriel"

⁠It’s always sparkle season here.

About

Michael Gabriels is a New York–based fine jewelry retailer that blends generational craftsmanship with modern values of sustainability and transparency. Specializing in both mined and lab-grown diamonds, the brand offers timeless pieces crafted with ethical sourcing and environmental consciousness at its core.

Client's Request

The client turned to us to create a premium online platform that could reflect their refined brand identity and handle the complexities of selling customizable, high-value jewelry. They were looking for a tailored digital experience that would balance aesthetics, functionality, and flexibility.

The required functionality included:

Custom ring builder: Ability to create engagement rings based on diamond shape, metal, and size, with dynamic pricing pulled from a matrix in XLS format
Structured navigation: Clear paths to browse by product type — engagement rings, wedding bands, earrings, bracelets, necklaces, and men’s jewelry
Interactive forms: Inquiry and appointment scheduling, personalized account dashboard
Fully responsive experience: Smooth mobile and desktop performance
Integrated payment solutions: Cart logic and secure checkout flow

Here’s What We Did

We developed a highly customized Shopify store with advanced backend logic via a custom Shopify app to support the client’s needs.

Delivered solutions included:

Custom Shopify app development: Built an internal app to power the dynamic ring builder and pricing system, integrating XLS matrix logic
Frontend customization: Designed and implemented a bespoke storefront using Liquid and React, mirroring the brand's high-end aesthetic
Enhanced user flow: Implemented smart filtering, search tools, forms for inquiries and appointments, and blog integration
Checkout optimization: Configured product options, payment methods, and purchasing power checks to ensure a smooth and trusted buying process

Here’s the Result

The final solution is a sleek and powerful digital store where customers can not only shop but also design bespoke jewelry pieces with confidence. Thanks to the custom Shopify app, complex logic like price calculation and ring configuration runs smoothly in the background, providing a seamless user experience. Our deep expertise in Shopify development allowed us to craft a platform that supports the brand’s mission, combining luxury, sustainability, and technology into one cohesive digital space.