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Afrogem Jewellers

Shopify Website

Afrogem Jewellers

Afrogem, a heritage jeweller established in 1966 and based in Cape Town, partnered with my studio to modernise their online presence with a full Shopify redesign and theme upgrade. The result is a sophisticated, high-performing online store that beautifully reflects Afrogem’s legacy of craftsmanship and elegance — while giving their team more flexibility and control through Shopify’s 2.0 functionality.

www.afrogem.co.za

The Challenge

As one of South Africa’s oldest jewellery brands, Afrogem’s website needed to communicate the same level of refinement and trust as their in-store experience. However, their online store was built on an outdated Shopify 1.0 theme that was no longer supported by Shopify.

This presented several challenges:

  • An outdated design that didn’t align with Afrogem’s timeless luxury aesthetic.
  • Limited layout flexibility, making content updates difficult.
  • Slower page speeds and reduced performance on mobile.
  • Missed opportunities for showcasing jewellery collections in an inspiring, conversion-focused way.

Afrogem needed a website that honoured their 50+ year heritage while feeling fresh, modern and effortless to browse.

The Solution

We started by defining Afrogem’s creative direction — elegant, minimal, and timeless — and then selected a premium Shopify 2.0 theme that could bring this vision to life while providing the flexibility their team needed.

Key steps included:

  • Creative Direction: Developing a design aesthetic that balanced Afrogem’s heritage with modern UX principles.
  • Theme Selection: Choosing a premium Shopify 2.0 theme that offered modular layouts, advanced filtering, and easy content updates.
  • Full Shopify Redesign: Redesigning every page for clarity, elegance, and conversion.
  • Conversion Optimisation: Ensuring key trust building features were prominent throughout the website.
  • Mobile Optimisation: Ensuring a seamless and fast mobile experience.
  • Ongoing Support: Providing guidance and technical support post-launch for updates and refinements.
Results & Impact

The new Afrogem website reflects the brand’s sophistication while giving customers a smooth, trustworthy online shopping experience.

The Results

  • A refined, high-end website aligned with Afrogem’s premium positioning.
  • Faster load times and improved mobile usability.
  • Greater flexibility for the in-house team to manage content.
  • An elevated visual presentation of collections that enhances customer engagement and trust

The Impact

Afrogem now has a Shopify store that matches the beauty and craftsmanship of its jewellery — timeless, elegant, and built to grow. The redesigned site not only enhances customer experience but also empowers the brand team with the tools and confidence to manage their online store effortlessly.

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"I want to take a moment to thank you on the fantastic, seamless, professional, and truly outstanding job you have done on transforming our website into the beautiful and easily navigable site that it is today. Never in my working career has such a massive undertaking been done so seamlessly!"

Cathy De Dominicis, Eden Perfumes

Phone displaying a jewelry product page with a gold bracelet on a white surface with decorative elements.

"Her knowledge of Shopify’s technicalities, and her ability to create a not only functional but visually beautiful website, was beyond expectations. She is incredibly patient, willing to help and importantly able to explain things in a very clear manner. I can highly recommend Meg to help you create a gorgeous website for your business."

Victoria Bresler, Soul Design

Haven Botanical Shopify Website Redesign

"Meg helped re create the most beautiful and easy to navigate website for my florist shop. Cant recommend Nutmeg Studios highly enough!"

Jen, Haven Botanical

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

"It was an absolute pleasure working with Nutmeg web design. I would definitely recommend their services."

VDS Leathers

Soul of Africa WordPress Web Design Transformation

"We interviewed multiple design companies and from the moment we connected with Megan, we knew we had found someone who could elevate our business to represent where we are today. Megan came up with a detailed development plan and was very attentive. Nutmeg Design is highly professional and offers beautiful design ideas."

Richelle, Soul of Africa Travel

"Megan and Nutmeg Studio is exceptional! She teaches one so much, she's professional, thorough and capable. I recommend her any day to anyone and will be utilizing her again in the future."

Maria, Braaiveld

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