Case study

Lillicoco Antique Jewellery

We’ve worked closely with Lillicoco over the past 6 years and we were excited when they came to us to transform their offering by building them a custom Shopify store focussed around their new scarcity model approach to selling jewellery online.

Visit lillicoco.com

Lillicoco Antique Jewellery is an exclusive vintage and antique jewellery merchant based in Bristol. Showcasing beautiful gems from a variety of eras, they attract collectors and fashion enthusiasts with their unique selection of rare and precious pieces. Recognizing the need to stay relevant in an ever-evolving digital space, Lillicoco embarked on a significant rebranding and technical transformation with us.

The challenges

Lillicoco had evolved from when we first started working with them back in 2018, and they felt they needed their branding elements to be refreshed to reflect this. The brand and their customer base had grown, and the website needed to, too. With a refreshed brand, and a full website redesign, our goal for the build was centred around transforming Lillicoco’s tech stack to match their new, forward-thinking marketing strategy, without compromising on performance.

Key features

Refresh of brand guidelines, typeface system and logo
- Updated typeface system with user experience considerations, especially across device types
- Updated logo was designed to be timeless and versatile enough to work seamlessly across both digital and print
Custom, hand-drawn icon set
- Carefully designed to reflect the content of Lillicoco’s site, adding a personalised touch throughout the user journey
Full website redesign
- A mobile-friendly platform that guarantees smooth navigation for users on any device
Automated, time-sensitive product drop functionality
- Introduced a time-based, automated "drop" model to the website
- Incorporated features that make it easy for the merchant to communicate about product drops, like countdown timers and early access alerts for exclusive customers
Highly editable product drop collection template for visual storytelling
- Offered flexibility in how products are presented— the ability to curate the items for each drop and adjust the presentation to suit the collection’s theme or seasonality
‘Layaway’ payment option on selected products
- Integrated seamlessly with Shopify’s payment system, pushing the boundaries of Shopify’s typical capabilities
- Worked closely with Shopify's API to ensure the feature was both user-friendly for customers and the Lillicoco team
Product archiving and retirement strategy
- Worked closely with Lillicoco’s existing SEO agency to develop a technical strategy to retiring products and archiving them from the site without compromising on SEO
Display their outstanding Instagram content on the website
- Researched and installed Social Photos - UCG app and app block to homepage template

The stats

Since launching in December 2023, Lillicoco have seen exceptional improvements across the board, including*:

149% Increase in total sales

85% Increase in conversion rate

5% Increase in returning customers

Sept 24-October 24 Shopify Analytics data, compared with the previous year

Through the website redesign, the Lillicoco site now provides a cohesive, elegant user experience that embodies the refined nature of the brand. The introduction of product drops has significantly enhanced customer engagement and purchasing behaviour, with a sense of urgency and exclusivity being created about each new collection.

The addition of the Layaway payment feature has become a standout offering on the website, with around one-third of their monthly revenue now attributed to this Layaway system. This highlights its success in converting higher-priced, luxury purchases and making them more accessible to a broader audience.

We are proud to continue to work with Lillicoco as they grow their online offering further in an ongoing Partnership capacity.

“It has been great to make continuous ongoing improvements to the website and to be able to keep launching new capabilities to improve conversion rate, such as our ‘layaway’ feature and our weekly new stock drops. The team are super friendly and supportive - I’d highly recommend Thought & Mortar to anyone running an ecommerce business.”

Simon Green, co-founder of Lillicoco Antique Jewellery

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