At Spell & Sell, we collaborated with Common Lines on a significant brand and e-commerce transformation, emphasizing their commitment to timeless luxury and Italian craftsmanship. By developing a bespoke Shopify theme, we have propelled Common Lines into a new digital era, where elegance meets cutting-edge functionality.
About Common Lines
Founded on the principles of quality and longevity, Common Lines partners with some of Italy's most skilled jewelers to offer premium, finely crafted jewelry. By eliminating unnecessary markups, they ensure that each piece reflects the pinnacle of Italian craftsmanship. With a lifetime warranty on all products, Common Lines stands behind their promise: buy once, wear forever.
The challenge
Despite their strong brand ethos, Common Lines' online presence did not fully convey the brand’s commitment to luxury and craftsmanship. The challenge was to redesign their e-commerce platform to better reflect the brand's heritage, improve user experience, and optimize the shopping journey for discerning customers.
Elevated design approach
We reimagined Common Lines' digital storefront by blending classic elegance with contemporary design. Drawing inspiration from Italian artistry and the brand’s commitment to premium materials, we incorporated sleek, sophisticated elements into the new Shopify theme. This design approach highlights the timeless nature of their pieces while providing a modern, user-friendly interface.
Custom solution for luxury shopping
Understanding the importance of showcasing the craftsmanship behind each piece, we integrated custom modules that emphasize product details and the artisans behind the jewelry. On product pages, customers can explore the story of each piece, with features that allow them to easily discover matching items, enhancing both engagement and average order value (AOV).
The outcome
The strategic overhaul not only amplifies Common Lines' luxurious brand identity but also significantly enhances the online shopping experience. The new Shopify theme delivers a seamless blend of elegance and functionality, offering customers a digital shopping experience that truly reflects the brand’s commitment to timeless luxury.