Abraham Allen Jewellers

Abraham Allen Jewellers is a UK luxury men's ring brand built on Shopify. I led the full front-end build, designing and coding a bespoke black-and-gold visual system from the ground up, then handled ongoing feature development, SEO, and compliance work as the store scaled.

Client

Abraham Allen UK-based client

Custom Shopify Build — Luxury Men's Ring Brand

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Content

The Challenge

The brand needed a storefront that felt as premium as the product — no off-the-shelf theme was going to carry a luxury jewelry line. Beyond the initial build, the store also needed to pass Google Merchant Center's scrutiny, stay legally accurate as the parent company restructured, and keep its SEO foundation clean across a growing product catalog.

What Was Built

What I Built

Design system from scratch: a black (#0a0a0a) and gold (#C9A14A) palette paired with Cinzel and Jost typography, applied consistently through a custom aa- prefixed CSS architecture.
Custom Liquid sections: newsletter popup, site footer, collection page header, a two-part product accordion driven by metafields, features grid, craftsmanship video section, and an interactive ring sizer.
Product page: a vertical thumbnail rail gallery, an AJAX-powered ring box add-on, a perks grid, and a custom Buy It Now override — plus a later custom Reviews Page with the same luxury styling and a fixed star-rating snippet.
Compliance & trust pages: after the store was flagged for "Misrepresentation" on Google Merchant Center, I ran a full compliance audit and built out new Contact, Payment Policy, Track Your Order, and Legal Notice sections — all matching the existing design system.
Corporate identity update: when the original registered company was found to have dissolved, I updated the site's legal and company identity references to the new entity, Abraham Allen Group Ltd.
SEO audit: reviewed all 290 products in the catalog, flagged 32 with junk URL handles, and delivered clean keyword-rich slug proposals along with new SEO titles and descriptions across the entire catalog.

The Result

A cohesive, premium storefront with a scalable design system, a resolved Merchant Center compliance flag, an accurate legal footprint, and a cleaned-up SEO foundation across the full product range.