Retail · E-Commerce
Dorsey — DTC lab-grown jewelry, scaled.
A lab-grown jewelry brand outgrowing its starter stack. We rebuilt the commerce platform to handle the next leg — internationalization, gifting flows, and a customisation engine that didn't exist before.
Client
Dorsey
Year
2024
Discipline
Retail · E-Commerce
The problem
Where it started.
Dorsey's category — lab-grown diamonds and fine jewelry, sold direct — is one of the most explosive in DTC right now. The brand had product-market fit and a backlog of growth ideas the existing platform couldn't carry. International tax, gifting and registry flows, virtual try-on, ring sizing — every initiative kept dying on the same infrastructure.
The build
What we shipped.
Replatformed onto a modern headless commerce stack with a customisation engine that handles SKU explosion (ring × stone × setting × size) cleanly. Shipped international tax, multi-currency, and a gifting flow with deferred-reveal links. Layered an AR ring-sizer and a saved-builds account area so customers could come back to a ring-in-progress.
The result
What it did.
AOV moved up alongside the customisation flow. International revenue stopped being a coupon-and-pray exercise. The brand's growth team can now ship campaigns without filing a platform-team ticket first.
Shopify Store Development
replatform
Multi-currency
international live
Platform Launch
Dorsey DTC launch
