A "build your own ring" experience

For a brand built on customization & craftsmanship, Ring Concierge’s online experience didn’t yet reflect the bespoke nature of its products. Shoppers could browse engagement rings & fine jewelry but had no way to design or personalize a ring directly on-site—creating friction at the most emotional & high-value moment in the purchase journey. Without an interactive customization tool, customers were forced to rely on static imagery, manual consultations, or in-store visits, limiting scalability & conversion opportunities online. The business needed a way to translate the tactile, consultative experience of designing a ring into an elegant, digital format that inspired confidence, showcased product depth, & maintained the luxury feel of the brand.

We designed & developed a fully integrated experience that allows users to create their dream ring from start to finish. The builder guides customers step-by-step through choosing their setting, diamond shape, carat size, metal type, & other defining details, updating visuals & pricing dynamically as they go. Built natively within Shopify using custom logic & modular design, the experience is fast, intuitive, & fully aligned with the brand’s elevated aesthetic. Beyond improving UX, the tool drives measurable business impact: reducing reliance on manual sales support, capturing higher-intent leads, & significantly increasing online conversion for bespoke pieces.