Online custom jewelry builder

About the company

SOKOLOV is a leading jewelry brand in the CIS market, by production volumes and the fastest-growing retail jewelry network of stores. In 2021, the brand's market share was 25%.

Tasks

The client wanted to test a new growth hypothesis to expand business — an online jewelry designer, allowing users to create their own jewelry without visiting a brand office or store.

The brand had long operated their “Atelier” by Sokolov shops—  brick and mortar jewelry studios customers can visit and put together personalized, custom jewelry in person. Sokolov came to us looking to develop a convenient tool allowing customers to order these same custom pieces from home in just a few clicks. This would be through a virtual jewelry builder equipped with all the models and customization possibilities currently available at Atelier. 

Solution

We analyzed Sokolov’s CJMs, categorized and structured them according to each type of jewelry. We studied the intricacies of jewelcrafting and the different customization possibilities offered by Sokolov for each of their models.

In the virtual builder, we implemented features allowing users to choose embedments along with their choice shape, karat/carat ratio as well as desired color and size. Taking all these variables into consideration, a single model provides several dozen possible variations. Our team created a large database of the assortments, and Sokolov supplied us with content for each model and its variations.

Atelier by Sokolov clients were supplied with two different option: craft their custom pieces in-store or use the builder to create pieces from available models at home or on the go. 

The builder, our team put together a promo landing page showcasing the tool, all is benefits, customer reviews and a detailed guide to custom piece creation.  

Results

Audax launched the MVP virtual jewelry builder, tested it, and gathered initial user feedback. Today, our team continues to develop the product and partner with Sokolov.