Case Study

Chokkhi Jewel – A Shopify Redesign to Match a Modern Jewellery Brand’s Identity

Industry: Jewellery
Services Provided: Shopify UX/UI Redesign & Development
Project Duration: 3 Weeks
Tools Used: Figma, Custom Shopify Development

The Client

Chokkhi Jewel is a handcrafted jewellery brand founded by Kashish Soni. With a focus on Gen Z buyers, the brand offers modern silver pieces rooted in tradition but styled for the now. Despite a strong product offering and a loyal customer base on social media, the brand’s website didn’t reflect its personality or quality — and it was starting to impact sales.

The Challenge

Chokkhi Jewel was running on an outdated Shopify template that lacked the fundamentals of good e-commerce design. The user experience was fragmented, and the absence of social proof, reviews, and dynamic content left potential customers unsure — especially Gen Z shoppers who expect storytelling, credibility, and seamless UX before buying.

Key issues:

• Templated design with no brand personality

• Poor navigation and weak mobile experience

• No testimonials or real-time content integration

• Unclear path to purchase

Kashish came to Asky Studio with a clear goal: increase conversions by rethinking the website from the ground up — and she needed it done in 2 weeks.

The Solution

We began with a complete discovery process — aligning on business goals, analyzing customer behavior, and studying direct competitors in the jewellery space. From there, we mapped out a new user journey, designed a custom Shopify storefront in Figma, and handled full development and launch.

What we delivered:

• A conversion-optimized homepage with a clear narrative and product discovery flow

• Fully responsive product pages with reviews, trust elements, and clean CTAs

• Integrated social media feed and testimonial sections to build credibility

• Custom-coded sections to match the brand’s unique aesthetic

• Improved site speed and mobile responsiveness

The design emphasized elegance and clarity while maintaining an editorial, Gen-Z-friendly vibe — all developed directly in Shopify with custom code where necessary.

The Results

The store launched on November 11. Within the first day:

• Order volume doubled

• Conversion rate doubled

• Users spent more time on the site and completed more checkouts

The client saw an immediate ROI from the redesign, both in performance and in how customers responded to the refreshed brand presence.

“This is the first time my website feels like it belongs to my brand. The team at Asky Studio understood what I wanted even before I said it. The results came in faster than I imagined.”
— Kashish Soni, Founder, Chokkhi Jewel

Creative Decisions

We introduced subtle micro-interactions and transitions that kept the experience polished without distracting from product discovery. A key feature was the integration of live social proof and UGC-style content — essential for Gen Z buyers looking to connect with real people before making a purchase.

We also implemented custom-coded blocks to give the site flexibility without relying on third-party apps — ensuring the brand could scale without technical debt.

What This Project Reflects

This project is a reflection of how we work at Asky Studio:
We ask the right questions, design for clarity, and build for growth. Whether it’s a product-led wellness brand or a handcrafted jewellery label, our focus stays the same — making digital experiences that feel personal and convert efficiently.

Ready to redesign your Shopify store?
Let’s build something your customers will actually love.