The client sold customisable rings, necklaces and earrings with many variables
The Challenge
The client sold customisable rings, necklaces and earrings with many variables (metal, stone, size, setting, engraving). Two issues limited growth:
- Confidence gap: Customers struggled to picture metal/stone combinations and relative stone size on-hand, leading to hesitation and high resizing requests.
- Fragmented PDP: Each variation lived on separate URLs with duplicated content, hurting SEO and confusing inventory/SKUs. Mobile performance lagged under heavy imagery.
What Needed to be Achieved
- Improve buying confidence through accurate, fast visualisation on mobile.
- Consolidate variations into a single product page with clean SKU mapping.
- Lift AOV via tasteful upsells (engraving, care plan, gift wrap).
- Provide a reliable asset pipeline for paid media and marketplaces.
The Solution
Morf designed and delivered a complete visual‑commerce upgrade for the brand. We first rebuilt the core catalogue as a photoreal 3D/CGI asset library, recreating hero SKUs across key metal, stone and carat combinations. We standardised lighting to guarantee consistency across the range, then exported multi‑angle stills and 360‑degree options optimised for product pages and paid media.
We then implemented an interactive jewellery configurator powered by Morf. Customers can switch metal, stone, carat, band width and finish in real time, and preview a live engraving before purchase. To improve sizing confidence, especially on mobile, we added an on‑hand scale feature: a true‑to‑scale overlay for ring and pendant sizes that adapts to the user’s device, paired with a clear, step‑by‑step size guide.
Alongside the configurator, we rebuilt the product detail experience for performance and conversion. All variations were consolidated into a single product page with structured data for rich results. Assets are lazy‑loaded with responsive imagery, resulting in quick load times. We clarified the value stack (hallmarking, warranty, returns) and strengthened social proof, while introducing tasteful bundles & add‑ons including engraving, care kits, extended warranty and gift wrap.
To evidence impact and keep improving, we instrumented GA4 with Meta and a granular event model covering configurator engagement and selection changes. We ran a programme of sequential A/B tests focused on the buying journey, to improve key metrics without adding friction.
Finally, we enabled performance marketing and marketplace expansion with a ready‑to‑use CGI creative pack. Assets were exported in platform‑native aspect ratios for Meta, Pinterest and TikTok, and we produced marketplace‑ready imagery with colour‑accurate metal and stone variants to ensure listing quality and visual consistency.
The Results
70%
Increase in product interactions
80+
CGI Animated Video’s
30
Model builds
“Morf’s 3D configurator has been a game-changer for us. The hyper-real visuals, mobile on-hand scale feature, and streamlined product detail pages have boosted conversion 3.5×, lifted average order values 8×, and cut time-to-purchase by 70% inspiring real customer confidence.”
Nathan Grey,
Head of Marketing
