News | January 24, 2018

Melanie Casey Partners With Cake & Arrow To Launch Newly Redesigned Website

Built on Shopify Plus, the new website enables sales and fulfillment while showcasing Melanie Casey's commitment to customers and to creating quality, handmade fine jewelry

North Andover, MA /PRNewswire/ - Melanie Casey Fine Jewelry is thrilled to unveil its newly redesigned ecommerce website, designed in partnership with Cake & Arrow, a customer experience agency based in New York City known for its work partnering with luxury fashion brands. The new site reflects Melanie Casey's artisan handmade approach to fine jewelry production and design, showcases the quality materials and delicate details of their collection, and enables a more enjoyable shopping experience for customers.

Built on Shopify Plus, a scalable and adaptable ecommerce platform that enables extensive customization and growth capacity for businesses and a superior customer experience for customers, Melanie Casey's fresh and beautiful design not only tells the story of their unique, artisan brand, but better enables sales and fulfillment for their growing business and facilitates a premium shopping experience for customers. The new design includes:

A fully re-imagined, customer-centric browsing experience based on how customers shop. Organized by collection–such as engagement and gifting–the reimagined experience allows shoppers to browse by occasion, rather than simply product, to discover new items and find the perfect piece for the occasion.

State of the art in-context photography and refreshed product pages. Showcasing the attention to detail and old-world techniques that go into crafting each and every piece of handcrafted jewelry, the emphasis on photography highlights the superior quality of Melanie Casey's collection to customers while providing them with deeper insight into what to expect from the jewelry in person.

A new "About Us" page, sharing the story of Melanie Casey with customers. From Melanie's early days making spare rings in her room to the full-fledged studio she runs today, where she works side-by-side with goldsmiths, stylists and client liaisons to hand make every piece of jewelry found in her collection, communicating her compelling brand story creates loyalty and builds trust with customers, who can be assured of the personal care and attention that goes into crafting the entire collection.

"Over the last few years, our business has grown exponentially, and we have been thrilled to see our jewelry resonate with so many people. As we watched our business expand, it became clear that we had outgrown our old site. Our production times and policies were unclear, photos were small and lacking detail, and checkout was confusing. We needed a website to better meet the needs of our growing customer base and more clearly reflect the quality of our jewelry," said Melanie Casey, designer and founder of Melanie Casey Fine Jewelry. "Cake & Arrow helped us realize this vision. We are thrilled to have launched a beautiful website that complements our brand vision and the uniqueness of our designs. The new website design will allow clients to understand our product quality and policies at a glance, and will lead to a more confident and easy buying experience."

"Melanie Casey is an incredible brand with a superior product, but their old website just wasn't doing the brand–or their customers–justice," said Josh Levine, Chief Creative Officer at Cake & Arrow. "Working with Melanie, it was clear that she cares deeply about creating beautiful, quality jewelry but also about the experience of her customers. She really wanted them to enjoy the buying experience. The new design reflects this. From the quality of the photography and the story it tells about Melanie and her studio to the re-imagined browsing experience targeted to different types of buyers, the redesign strikes the perfect balance, complementing the brand and speaking the language of the customer."

About Melanie Casey Fine Jewelry
Jewelry designer Melanie Casey creates delicate diamond engagement rings, gemstone cluster rings, necklaces, and bracelets. You can find her limited-edition fine jewelry collection online at

About Cake & Arrow
Cake & Arrow is a customer-experience agency who partners with fashion brands and ecommerce retailers to reinvent how they transact business. We lead digital initiatives for Saks Fifth Avenue, Catbird, Louis Vuitton, among others, to improve online and in-store conversion, cart size, awareness, and loyalty.

SOURCE: Melanie Casey Fine Jewelry

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