A jewellery catalogue replatformed with its rankings intact
A legacy store carrying years of organic authority, moved onto Shopify Plus without losing the traffic that paid for it.
Objective
Ornamint had outgrown a bespoke platform that no one wanted to maintain, but most of its revenue came through organic search built up over years. A standard replatform would have put that at risk.
The objective was therefore boring on purpose: same rankings, same URLs where they mattered, a better store.
Solution
We audited and reconciled the catalogue before design started — duplicates, variants and long-dead SKUs that would otherwise have been migrated faithfully.
Then a full redirect and structured-data parity map, checked against the live site rule by rule, with the launch date set only once that report passed.
The storefront itself was rebuilt on Shopify Plus with content modelled in Sanity, so merchandising is editable without a release.
Outcome
The store launched without the traffic drop that usually accompanies a replatform, because the parity work happened before rather than after.
Merchandising moved from developer tickets to the team that owns the range.
What’s next
Conversion work on the product detail page, and a subscription trial for the care range.
“We were told a rankings dip was inevitable. It wasn't.”OrnamintFounder
