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Posh Totty is a leading British jewellery brand with a heart for storytelling through craftsmanship. Their mission is rooted in the belief that gifting should be thoughtful, meaningful, and deeply personal. Unlike mass-produced fashion pieces, Posh Totty designs and handcrafts timeless jewellery intended to be cherished for a lifetime.
Posh Totty Designs approached us with the need for a new and improved website that would modernise their digital storefront while staying true to their core brand values. As a brand known for its sentimental, made-to-order jewellery, the digital experience needed to reflect the same level of care and individuality that goes into every product.
The goal was not simply to refresh the look and feel of the website, but to introduce meaningful improvements that would support long-term growth and strengthen the connection between customers and the brand.
The redesign focused on three key objectives:
Modernise & improve the overall user experience and navigation
Enhance how customers explore and interact with the site, making it easier to browse, discover, and engage with products across all devices. All whilst updating the look and feel in a way that feels fresh and contemporary.
SEO migration that preserved organic traffic and search rankings
B2 led a seamless, SEO strategy and migration, managing all technical and on-page elements to minimise disruption and strengthen long-term performance.
Streamline the personalisation process for customised jewellery
Reduce friction in the buying journey by making the customisation process more intuitive and accessible, supporting higher engagement and conversion.
To deliver on the brief, we designed and developed a fully revamped Shopify website that balances an elevated customer experience with improved business performance. The new site brings Posh Totty’s brand values to life through thoughtful UX design, streamlined functionality, and a modern, responsive interface.
We restructured the website architecture to create a more intuitive and accessible shopping journey. This included simplifying navigation, refining product categorisation, and enhancing the overall user flow—making it easier for customers to discover and explore meaningful jewellery across all collections.
With a large portion of traffic coming from mobile, we implemented a fully responsive design system optimised for performance across all devices. The new mobile experience supports easy navigation, fast loading, and clear interactions, ensuring that every touchpoint feels as considered and personal as the products themselves.
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Given that personalisation is at the core of the Posh Totty experience, we knew the customisation journey needed to feel as thoughtful and considered as the jewellery itself. Customers aren’t just buying a product, they’re capturing a moment, sentiment, or memory. That emotional value had to be reflected in a seamless, supportive user experience.
We placed strong emphasis on making the personalisation process intuitive, clear, and low-effort. Working within Shopify’s native product capabilities, we integrated carefully selected third-party apps and custom development to:
By reducing ambiguity and streamlining the interaction, we helped eliminate a major barrier in the buying journey. By transforming what could feel like a complex or risky task into a smooth and emotionally rewarding experience. This focus on clarity and ease not only supports stronger conversions but also reinforces the brand’s promise: jewellery that’s made to mean something, and made just for you.
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To ensure a smooth and SEO-safe transition to the new platform, B2 Agency implemented a comprehensive migration strategy designed to preserve rankings, protect link equity, and strengthen technical SEO foundations. Key actions included:
Following the migration, the strategy evolved into a broader, performance-led SEO programme focused on strengthening commercial visibility and supporting long-term organic growth. Through enhanced keyword intelligence, evergreen content development, seasonal optimisation planning and ongoing technical refinement, we expanded Posh Totty’s presence across high-intent, personalised and gifting-led searches. The approach also incorporated forward-thinking AI search considerations to maintain brand visibility within emerging zero-click and LLM-driven environments, ensuring the brand remains competitive as search behaviours continue to evolve.
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The redesigned Posh Totty website marked the beginning of a long-term digital growth strategy, successfully modernising the brand’s online presence while remaining true to its values of care, individuality and sentimentality. Through a restructured site architecture and refined user experience, customers now benefit from a smoother, more intuitive shopping journey across all devices. A mobile-first approach ensures fast, responsive performance, while an enhanced personalisation journey transforms what was once a complex process into a seamless and emotionally rewarding experience, giving customers clarity and confidence when customising their jewellery.
Alongside these UX improvements, a carefully managed SEO migration safeguarded organic visibility, protected link equity and established stronger technical foundations for scalable growth. From this foundation, the strategy evolved into a performance-led SEO programme centred on commercial keyword expansion, evergreen content development, seasonal optimisation and AI-search visibility. This holistic approach has strengthened Posh Totty’s presence across high-intent personalised and gifting searches, improved non-branded reach and supported consistent year-on-year growth across revenue, traffic and engagement.
Today, the website stands not only as a refined digital storefront that reflects the emotional value of Posh Totty’s jewellery but as a high-performing organic channel that continues to drive measurable commercial impact and sustainable growth.
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