Shinelabb: a custom Shopify jewellery store for lab-grown diamond and moissanite jewellery
How Yukti AI turned a set of brand guidelines into a live lab-grown diamond jewellery website on Shopify. Shinelabb's store is a custom Liquid theme on Dawn where shoppers browse by diamond shape, then choose metal, stone, carat, metal colour, Indian ring size and engraving on one product page. Built in about 7 days.
Shinelabb is a lab-grown diamond and jewellery brand that sells direct to shoppers, mainly in India, with every piece made to order in 925 sterling silver or gold vermeil. Yukti AI built its Shopify store, live at shinelabb.com, as a custom theme on Shopify's Dawn: 26 custom sections with 236 editor settings, six editable mega menus, a 10-shape Discover Shapes module, filters by shape, metal, diamond, ring size and price, and a product model that keeps each ring at 12 variants instead of 864. The store belongs to the brand; Yukti AI works on it as a collaborator.
Quick facts
| Brand | Shinelabb — a lab-grown diamond and jewellery brand; logo lockup “Diamond & Jewellery”, tagline “Beyond Precious” |
|---|---|
| Live store | shinelabb.com, running the custom theme Yukti AI built, on the brand's own Shopify store |
| What it sells | Rings, earrings, bracelets, necklaces, chains and pendants (including mangalsutra), bridal pieces and gifts — lab-grown diamonds or moissanite in 925 sterling silver or gold vermeil, no solid gold |
| Business model | D2C fine jewellery, every piece made to order, with customisation, engraving, appointments and virtual consultations |
| Market | Indian shoppers first — INR, tax-inclusive prices, Indian ring sizes 4 to 27 — with international buyers covered in the payments plan |
| Build type | Custom Shopify theme on Dawn 16.0.0 (Online Store 2.0, Liquid), not headless |
| Theme scale | 26 custom sections, 236 editor settings, a 21-section homepage, 6 mega menus |
| Product model | 12 variants per product (2 metals × 2 stones × 3 carat sizes); colour, ring size and engraving as cart line-item properties; 19 metafield definitions |
| Ownership | The brand owns the store; Yukti AI works on it as a Shopify collaborator |
| Build time | About 7 days |
| Earlier build | A separate product master and client-catalogue system for Shinelabb |
What is a Shopify jewellery store? A Shopify store whose theme, product model and filters follow how jewellery is actually chosen — by stone, metal, carat, shape and size — rather than a general-purpose template.
Is it live? Yes. The store runs at shinelabb.com on the custom theme, and the brand edits its own content in Shopify's theme editor.
What makes a lab-grown diamond jewellery website hard to build?
A lab-grown diamond jewellery website sells pieces that are configured, not picked off a shelf. One Shinelabb ring can come in two metals, two stones, three carat sizes, three metal colours and 24 Indian ring sizes, and every piece is made to order. The store has to present those choices clearly, keep Shopify's product model manageable, and give a first-time buyer the confidence to pay for a high-value piece online.
- Two stones. Lab-grown diamond and moissanite are different stones at different prices; the shopper must always see which one they are buying.
- Metal, carat and shape. Sterling silver or vermeil, three diamond sizes, and shoppers who may start from a shape — oval, pear, emerald — rather than a category.
- Indian sizing. Ring sizes 4 to 27, which a shopper needs to match to a millimetre measurement at home.
- Made to order, high order values. Nothing is “in stock” in the usual sense, and payment options such as EMI matter more than on a low-ticket store.
The hard part is not the look. It is deciding which choices change the price (variants), which only describe the piece (line-item properties), and which describe the product for search and filters (metafields). Get that right and the filters, cart and checkout all stay native Shopify.
How is this Shopify store different from the Shinelabb catalogue system?
They are separate builds with different jobs. The earlier Shinelabb catalogue system is a product master and client-catalogue tool: a salesperson picks designs and sends a live-priced link or PDF, then sees what the buyer opened, liked or ordered. This build is the brand's public D2C Shopify store, where shoppers find the brand, browse, configure a piece and pay through Shopify's checkout. Both serve the same Surat business: the catalogue system runs Shinelabb’s B2B wholesale side, where salespeople send catalogues to trade buyers, and this Shopify store runs its D2C side, where retail customers buy directly.
| Aspect | Catalogue system (earlier build) | Shopify store (this build) |
|---|---|---|
| Who uses it | The sales team, and buyers who receive a link | Shoppers who reach the brand online |
| What it does | Turns a selection of designs into a shareable link or PDF, with opens, likes and order requests tracked | Lets shoppers browse by shape, category or occasion, configure a piece and check out |
| Platform | A custom web app (Vite, React, TypeScript) | Shopify, with a custom Liquid theme on Dawn |
| How an order finishes | An order request that staff confirm | Shopify-hosted checkout |
| Who edits it | The team, inside the app | The brand, in Shopify's theme editor |
A brand can need both: a custom web app for selling to a known buyer, and a storefront built through Shopify store development for the shopper who arrives from search.
What stood between Shinelabb and a working Shopify store?
The brand had an identity and a prototype but no store. The prototype's cart and checkout could not move to Shopify, the obvious product model would have exploded into hundreds of variants, and the first build had to be carried from a development store onto a store the brand owns.
- The brand existed on paper. A four-page brand-guidelines PDF with a raster-only logo, display fonts chosen for print and a Cherrywood, Champagne, Cocoa, Desert and Tuna palette.
- A prototype that could not move to Shopify. A React and Vite prototype of the storefront had its own cart, checkout, account and wishlist. Shopify's checkout cannot be replaced without Shopify Plus, so the prototype served only as a source of content and product data.
- 864 variants per ring. Metal, metal colour, stone, carat and ring size as variants gives 2 × 2 × 3 × 3 × 24 = 864 combinations, and Shopify caps a product at three options.
- Spec data that could not filter. Carat, colour and clarity were free text with nearly unique values per product.
- Stock Dawn looked like stock Dawn. A flat text menu, a bare two-box price filter and a full-page cart with no reassurance before checkout.
- A first store that could not be handed over. Shopify does not allow a development store to be transferred to a client, so everything had to be re-created on the brand's own store.
- Payments for an Indian store. Shopify Payments is not available in India, so native multi-currency checkout was off the table.
What changed for the brand
Before
- Brand guidelines and a prototype, no store
- 864 potential variants per ring, against a three-option cap
- Diamond specs as free text, unusable as filters
- Flat menu, text-box price filter, full-page cart
- A build on a development store that could not be transferred
- Multi-currency checkout assumed, but not open to an Indian store
After
- A live Shopify jewellery store at shinelabb.com, on the brand's own account
- 12 variants per product; colour, size and engraving as line-item properties
- 19 metafield definitions, with one diamond-shape field driving the shape tiles, shape filter and Diamond Finder
- Six editable mega menus, a drag price slider and a slide-out cart drawer
- Catalogue, metafields, images and pages migrated by script
- A written plan: INR base, Razorpay with EMI, PayPal Express for overseas buyers
Why a Liquid theme on Dawn, not a headless build?
A Liquid theme leaves Shopify doing the jobs it already does well — checkout, cart, variants, filters and availability — and puts the custom work where a jewellery shopper actually looks. Checkout cannot be replaced without Shopify Plus in any case, and a separate front end would take away the one thing the brand asked for most: editing every page itself in the theme editor.
The premium jewellery storefronts the brand pointed to as its quality bar were themselves standard Shopify Liquid themes, so the look did not need a separate front end. Yukti AI's sections wrap Dawn's own product-info, variant-select and media-gallery elements, so variants, pricing, the Ajax cart and image zoom are still Shopify's code.
How the Shinelabb Shopify store is put together
One set of design tokens feeds every section, one catalogue model feeds every filter and product page, and everything ends in Shopify's own checkout.
What Yukti AI built, section by section
The store is eight connected parts on one Dawn-based theme: a design system, the header and mega menus, a 21-section homepage, shop-by-shape discovery, a jewellery product page, collections with a cart drawer, a catalogue model with its migration scripts, and a written payments plan backed by measured QA. Each part is set up so the brand can edit its content without touching code.
Design system and theme foundation
Built on Dawn 16.0.0. One token file holds colour, type scale, 8px spacing, radius and shadow, and a bridge stylesheet maps Dawn's own buttons, fields, prices, badges, facets and cart onto it. Gold is an accent only, never a primary button or text colour, because the catalogue is silver and vermeil; the charcoal buttons measure 17.4:1 contrast. Three self-hosted variable font families (Playfair Display, Inter and Allura, rupee sign included) replace every Google Fonts request, and one width token now governs eight containers that had drifted to six different widths.
Header and mega menus
A two-row sticky header with six mega menus (Rings, Earrings, Bracelets, Necklaces, Chain / Pendants, Gifts) and three plain links, each mega menu with 68 editor settings and two layouts: image category cards, or — for Rings — a list of nine ring styles, from Solitaire and Halo to Pavé and Bridal, with a preview image that swaps as the pointer or keyboard focus moves. Previews are server-rendered and stacked, so a swap is an opacity change with no fetch and no layout shift. On smaller screens the same items become 44px accordion rows in a drawer.
Homepage: 21 editable sections
Sections the brand can reorder and edit, including Shop by Category, Shop by Occasion (Engagement, Wedding, Anniversary, Birthday, Everyday Luxury, Gifting), Discover Shapes, the Diamond Finder, Know Your Diamond (the 4Cs), Natural vs Lab-Grown and Jewellery Care. The hero has separate desktop and mobile images, each with a scrim set from measured contrast.
Shop by diamond shape: Discover Shapes and the Diamond Finder
Ten shape tiles, from Round to Asscher. Hovering, tapping or focusing a tile swaps the ring image and rewrites one button to “Shop All [Shape] Shape Jewellery”, which opens the collection filtered by the diamond.shape metafield. It is server-rendered, works with JavaScript off and holds a fixed height, so the page never jumps. The Diamond Finder asks what you are shopping for, your style and your preferred shape, then builds a filtered collection link. It is rule-based, not AI.
The product page and Indian ring size guide
The product section (48 editor settings) wraps Dawn's native product-info, variant selectors and media gallery: a two-up square gallery on desktop, a swipe slider on phones. Three price-moving choices appear as pill buttons: Metal, Diamond and Diamond Size. Metal colour hides itself for vermeil. Ring size (India) lists 24 sizes with inside diameters and is required, so Add to Cart stays blocked until one is picked. Around them sit a size guide, an engraving modal with a character limit the brand sets, a tax line from Shopify's taxes-included setting and a sticky add-to-cart bar on phones.
Collections, filters and the cart drawer
Shape tiles under each collection hero link to the shape filter and light up when it is active, and the sidebar's Diamond Shape filter shows a small stone image beside each value. Filters run on Search & Discovery: Price, Metal, Diamond, Ring Size and Diamond shape, with availability left out on purpose. A small script turns Dawn's two price boxes into a dual-handle slider while keeping Dawn's filter form working. Add to Cart opens a slide-out drawer with an assurance strip that shows only the payment methods enabled on the store and links a policy only when it has content. An empty collection, a 404, an empty search or an empty cart each lead back into the catalogue with category chips and four product cards.
Shopify metafields for jewellery, variants and migration
Nineteen metafield definitions — ten under diamond (including stone type, shape, setting style, carat weight and ring size range) and nine under custom (including style, metal options, diamond type and occasion) — plus a Complete the Set product list. Each product carries 12 variants with inventory untracked, built through the Admin GraphQL productSet mutation, and every SKU follows one scheme, for example SL-CEL-925W-MOI150-S6. Because a development store cannot be transferred, Node.js scripts moved metafield definitions, then collections, then products onto the brand's store, as a dry run first and skipping anything already there; companion scripts moved 77 theme images and created 11 content pages. The theme is pushed one named file at a time, so the brand's own edits are never overwritten.
Payments plan, content and measured QA
A written payments plan: Razorpay for Indian shoppers (UPI, cards, netbanking, wallets and EMI), PayPal Express for international buyers, an INR base rather than USD, a note at the currency picker that orders are charged in INR, and a view on cash on delivery for made-to-order pieces. Copy with SEO titles and meta descriptions for 11 pages, from our story to the ring-size guide, plus structured data on products and collections. A headless-Chrome audit covered 18 page types at 20 screen widths with scripted tests of menus, search, variant picker, cart and filters: 74 findings, 40 fixed and re-measured the same day.
How does a shopper buy a ring on Shinelabb?
On one product page, in this order. The price updates with each of the first three choices; the rest describe the piece without changing the price.
The cart line reads like an order slip — for example “925 Sterling / Moissanite / 1.50 CT, Metal colour: White, Ring size (India): 12 (16.71 mm)” — so the brand knows exactly what to make.
Which choices are variants, and which are not?
| Choice | Stored as | Why |
|---|---|---|
| Metal, Diamond, Diamond Size | Variant options (12 per product) | Each changes the price |
| Metal colour (White / Yellow / Rose) | Cart line-item property | Does not change the price; hidden for vermeil |
| Ring size (India, 4 to 27) | Cart line-item property, required | Does not change the price; 24 sizes would multiply every variant |
| Engraving text | Cart line-item property | Free text, with a character limit the brand sets |
| Shape, style, setting style, carat weight, occasion | Product metafields | Describe the piece; shape and style also drive the shape tiles, the shape filter and the Diamond Finder |
Shopping by diamond shape
Jewellery terms a Shopify website for jewellery has to get right
A jewellery ecommerce website only works if its structure speaks the trade's language. These are the terms Shinelabb's store is organised around, and where each lives in Shopify.
- Lab-grown diamond and moissanite
- A lab-grown diamond is real diamond grown in a laboratory rather than mined; moissanite is a separate gemstone (silicon carbide) with its own look and price. They are the two values of the Diamond option, so the cart always names the stone that was bought.
- 925 sterling silver and gold vermeil
- Sterling is 92.5% silver; vermeil is sterling silver with a gold layer. They are the two values of the Metal option.
- Carat (CT)
- The weight of the stone, where one carat is 0.2 g. Here it is 1.50, 2.00 or 2.50 CT, a price-moving option.
- Diamond shape and setting style
- The outline of the cut stone (round, oval, pear, emerald and six more) and how it is held (solitaire, halo, three stone, pavé). Both are metafields.
- Indian ring size
- Numbered sizes 4 to 27, each shown with its inside diameter in mm; a required line-item property.
- Metafield and line-item property
- A custom field on a Shopify product, used for anything shoppers filter by; and a detail on one cart line that describes the piece without creating a variant.
- Made to order
- Produced after the order is placed. Inventory is untracked, so nothing shows “Sold out”.
What each person works with
Store owner (Shinelabb)
Owns the store. Edits every text, image, link, block order, mega-menu panel, ring-size list, colour list and engraving limit in the theme editor, and manages products and payment settings.
Shopper
Browses by shape, category or occasion, filters, configures a piece, keeps a wishlist in the browser and pays through Shopify's checkout.
Yukti AI (collaborator)
A collaborator account with theme-code access that uses no staff seat, can be removed by the brand at any time, and pushes only named code files.
Catalogue scripts (custom app)
A custom app that runs the catalogue and migration scripts through Shopify's Admin API: products and variants, metafield definitions, files and SKUs, each run as a dry run first.
How the store was built in about 7 days
Model first, then design, then discovery, then measurement, then the move to the brand's own store.
Brand and prototype discovery
Brand guidelines and the prototype's content reviewed, and the platform decision made: a Liquid theme on Dawn, not headless.
Catalogue model
Price-moving choices became variants, the rest line-item properties; specs became 19 metafield definitions under one SKU scheme.
Design system and sections
Tokens, the Dawn bridge stylesheet and 26 custom sections, each with editor settings and presets.
Discovery and product page
Mega menus, Discover Shapes, the Diamond Finder, shape-aware filters, the configurator and the cart drawer.
Measured QA
Automated audits at 20 screen widths, same-day fixes re-measured, and a phone-only pass that left desktop byte-identical.
Migration and handover
Scripts moved the catalogue, metafields, images and pages onto the brand's store, which the brand now edits itself.
What the build delivers
These figures describe the store itself. This case study quotes no sales, traffic or conversion figures.
Technology and integrations
Shinelabb's store is Shopify Online Store 2.0 with a Liquid theme built on Dawn 16.0.0, driven by JSON templates and section schema so the brand edits it in the theme editor. Custom behaviour is plain JavaScript custom elements with no libraries; catalogue work runs as Node.js scripts on the Admin GraphQL API (version 2026-07) through a custom app; the theme ships with Shopify CLI; audits run on Puppeteer-core headless Chrome and Lighthouse; and everything lives in a private Git repository.
Integrations: Admin GraphQL API · Search & Discovery filters · predictive search · the Ajax Cart API behind the cart drawer · Shopify-hosted checkout · the localization form for country and currency · Razorpay and PayPal Express in the payments plan · Cloudflare DNS in front of Shopify. A reviews app can plug into the product page's rating block, which renders itself only once real review data exists, so the store shows no star ratings or review counts that real reviews do not back.
Speed and mobile: self-hosting the fonts removed a render-blocking third-party stylesheet and took collection-page layout shift (CLS) from 0.152 to 0 in before-and-after Lighthouse lab runs. Phones get swipe rails, 48px ring-size pills and a sticky add-to-cart bar; touch targets are at least 44px and text never drops below 12px.
Where AI fits, and where it does not
No AI runs inside Shinelabb's storefront, and the Diamond Finder is deliberately rule-based: three answers become a filtered collection link, predictably. A store like this can be connected to more — a WhatsApp AI chatbot that answers product questions from the catalogue, or jewellery software that holds stock, orders and billing behind the store — but those are options for a next phase, not part of this build.
How much does a Shopify jewellery store cost, and how long does it take?
Shopify store projects at Yukti AI start from ₹60,000. The final figure is a fixed quote agreed before work starts, and it depends on what the store has to do rather than on the number of pages. Shinelabb's store took about 7 days of build work. Shopify's own plan and any apps are paid by the brand directly to Shopify.
What moves the quote:
- Custom sections and templates — how much of the design is new, and how many page types need their own layout.
- The catalogue model — the number of products and how variants, line-item properties and metafields are split.
- Migration — whether products, metafields and pages come from another store, a spreadsheet or a prototype.
- Discovery features — mega menus, shop-by-shape, a guided finder, custom filters.
- Integrations — payments, WhatsApp, or a connection to an ERP or inventory system.
See the full service, the three kinds of Shopify build and the other live stores on Shopify Store Development in Surat.
A Shopify development company in Surat that understands jewellery
Yukti AI is a Shopify and jewellery website development company with its office at 220, Leonard Square, Yogichowk, Varachha, Surat, building jewellery ecommerce websites and software for businesses across India. Shinelabb's store is one of several jewellery and diamond builds: a custom Shopify jewellery theme for Miswah Jewellery, a jewellery ERP and CRM for Lumera Fine Jewellery, a CRM with a two-way WhatsApp inbox for Surati Jewellery Factory, and a diamond trading platform for a Surat export house. The same approach fits:
- Lab-grown diamond websites and moissanite jewellery stores selling direct to shoppers
- Fine-jewellery brands that need a store with real configuration, not a template
- Jewellery businesses moving to Shopify from a prototype, another platform or a spreadsheet catalogue
- Diamond and jewellery houses that want the storefront connected to diamond software or jewellery software behind it
Start with a free workflow audit through the contact page, or read how Surat's diamond and jewellery businesses automate enquiries, catalogues and follow-ups.
Questions jewellery brands ask about Shopify
Explore more
Shopify Store Development
Custom Shopify themes, catalogue apps inside Shopify, migration, payments and integrations, from Surat.
Case study: Miswah Jewellery
A custom Shopify jewellery theme on Dawn, with a material-first mega menu and collections built by script.
Case study: Shinelabb catalogue system
The earlier Shinelabb build: a product master and shareable, live-priced client catalogues with analytics.
Jewellery Software
Custom diamond and gold inventory, metal ledger, catalogue, GST billing and CRM for jewellery businesses.
Diamond Software
Diamond trading, inventory and memo software for Surat's trade, built around the stone book.
Case study: Lumera Fine Jewellery
A custom jewellery ERP and CRM with inventory, a metal ledger, a catalogue and GST invoicing.
Summary
- Yukti AI, a software company in Varachha, Surat, built the Shopify jewellery store for Shinelabb, a lab-grown diamond and moissanite jewellery brand whose store is live at shinelabb.com.
- Shinelabb's store runs on a custom Liquid theme that Yukti AI built on Shopify's Dawn 16.0.0, with 26 custom sections and 236 editor settings that the brand edits itself in the theme editor.
- Yukti AI kept each Shinelabb product at 12 variants (metal, stone and carat size) instead of 864 by carrying metal colour, Indian ring size and engraving as cart line-item properties.
- Shoppers on shinelabb.com can browse by ten diamond shapes, filter by price, metal, diamond, ring size and shape, and choose from 24 Indian ring sizes (4 to 27) shown with inside diameters in millimetres.
- Yukti AI migrated Shinelabb's catalogue, 19 metafield definitions, 77 theme images and 11 content pages by script onto the Shopify store the brand owns, and works on it as a collaborator.
- The Shinelabb Shopify store took about 7 days to build and is separate from the client-catalogue system Yukti AI built earlier for the brand; Shopify store projects at Yukti AI start from ₹60,000.