Shopify Redesign - Afrogem heritage jewellery store in Cape Town

• Shopify store redesign
• Move from a Shopify 1.0 theme to a 2.0 design
• Brand messaging support
• Conversion rate optimisation support

Moving a 1966 Cape Town jeweller off a Shopify 1.0 theme

Afrogem is a heritage jeweller based in Cape Town and established in 1966. Its online store ran on an outdated Shopify 1.0 theme, and Nutmeg Studio moved it to a 2.0 design meant to feel timeless and true to the brand's legacy. According to the studio, the new setup gives Afrogem's team more control and flexibility over the store. Alongside the redesign, Nutmeg Studio helped the team with brand messaging and conversion rate optimisation.

Diamond and Tanzanite collections on the new homepage

The project images show the redesigned homepage on desktop and mobile. It opens with a full-width hero, followed by an "Explore our Diamonds" section with a product grid. Further down are an editorial image block and an "Explore our Tanzanites" collection section.

About the partner

Nutmeg Studio is a Shopify Partner based in Cape Town, South Africa, and has been a partner since 2019. It has a 5-star rating from 6 reviews and lists jewelry and accessories among the industries it works in.

Who redesigned the Afrogem jewellery Shopify store?

Nutmeg Studio redesigned the Shopify store for Afrogem, a Cape Town heritage jeweller established in 1966.

What was included in the Afrogem Shopify redesign?

Nutmeg Studio moved the store from an outdated Shopify 1.0 theme to a 2.0 design. The studio also helped the team with brand messaging and conversion rate optimisation.

Where is Nutmeg Studio based, and which languages does it work in?

Nutmeg Studio is based in Cape Town, South Africa, and works in English.