A jewellery brand needed a storefront as distinctive as the collection.
Parure London moved from Webflow to a custom headless Shopify storefront. We carried its warm, editorial art direction across shopping, product discovery and checkout, while keeping products, collections and regional pricing managed in Shopify. Search, consent-aware tracking and legacy redirects are built into the same system.
The interface was designed around Parure's own palette, typography, close-up campaign photography and sculptural product imagery. The same visual system holds from the home page through collections and product detail.
Products, collections, variants, stock, regional prices and checkout stay in Shopify. The custom storefront adds a live bag, discount links, product search and recently viewed items without splitting the customer journey.
The store sends structured storefront events through Google Tag Manager and Google Analytics, with consent denied until the visitor chooses. Product data, breadcrumbs, metadata and the sitemap are rendered for search engines, while primary Webflow URLs redirect into the new structure.
Catalogue stays in Shopify
Products, collections, stock and regional prices remain managed in Shopify.
The purchase path stays connected
Discovery, variants, bag, discounts and checkout move through the same storefront.
Search groundwork built in
Server-rendered pages, structured product data and legacy redirects support discovery without changing the brand experience.
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