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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:
We conducted a full audit of existing URLs and implemented 301 redirects to guide traffic to the correct pages, avoid 404 errors, and preserve link equity across the new site structure.
All meta titles, descriptions, header tags, and canonical tags were audited and migrated to maintain on-page relevance, avoid duplicate content, and consolidate ranking signals.
We reviewed and refined the internal linking structure to support SEO integrity, preserve crawl paths, and ensure intuitive navigation for users and search engines.
A new XML sitemap and optimised robots.txt file were created to guide search engine crawlers and ensure efficient, accurate indexing of the new site.
Google Analytics, Tag Manager, and Search Console were configured to monitor site performance and track key SEO metrics post-launch.
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The redesigned Posh Totty website successfully modernised the brand’s digital presence while staying true to its values of care, individuality, and sentimentality. Through a restructured site architecture and refined UX, customers now enjoy a smoother, more intuitive shopping journey across all devices, with a mobile-first design ensuring effortless navigation and fast, responsive performance. The enhanced personalisation journey transforms what was once a complex task into a seamless, emotionally rewarding experience, allowing customers to customise jewellery with confidence and clarity, ultimately driving higher engagement and conversion.
Alongside UX improvements, a carefully managed SEO migration preserved organic rankings, protected link equity, and laid stronger technical foundations for long-term growth. Together, these enhancements deliver a digital storefront that not only reflects the emotional value of Posh Totty’s jewellery but also strengthens customer connection and supports the brand’s continued success.
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