An online store for jewellers

Nobody can hold the piece, judge the weight of it, or see how the gold sits against skin. Everything the buyer will ever know before paying comes from a handful of images, which is why a jewellery shop needs more room per product than almost any other trade and gets the least of it from a standard grid.

Image sizes, crops, the amount of white around a piece and the order the shots run in are all controllable per page. That is the difference between a piece looking considered and looking like stock.

The questions are always the same — what is it made of, will it tarnish, what size am I, how long until it arrives. A shop that answers them on the page converts; a shop that makes people email converts once they get a reply, which is often never.

Product descriptions carry real formatting rather than a single text box, and ring sizes work as variants with stock per size, so the size chart and the availability are the same object.

A lot of jewellery is made after it is bought, which sits badly with a shop that assumes everything is on a shelf. Stock is per SKU and set by you, so a made-to-order piece stays available while a one-off does not, and the lead time is something the page can state plainly rather than something a customer discovers in a confirmation email.

• Clasp — Mono labels, pale tiles, gold on skin. For a jeweller with a signature.

Every theme is a live shop you can scroll before choosing it, and none of them is fixed once applied — the rest of the shelf is worth a look if none of these is right for your work.

On what any of this costs, there is what an online shop actually costs, which breaks the bill into the seven places money goes. Or build one and look at it — building and publishing cost nothing.