Abbott Lyon partnered with blubolt to transform their Shopify Plus store into a highly personalised, frictionless luxury shopping experience.

The challenge

Delivering flexibility, scalability & personalisation on Shopify Plus.

Abbott Lyon was already thriving on Shopify Plus but wanted to evolve. The brand’s goals were clear:

• A fresh, sleek theme reflecting “affordable luxury.”
• Greater personalisation for a growing range of bespoke jewellery.
• Full control via Shopify Online Store 2.0 features.

The team also needed a solution that would allow customers to visualise bespoke jewellery in real time, removing uncertainty and creating a more engaging shopping journey. The challenge was to turn static dropdowns into an intuitive, interactive experience without compromising speed or scalability.

This aligned perfectly with our journey-led growth philosophy: understanding and mapping customer behaviour, reducing friction in their journey, and embedding insights across design, marketing, and commerce to fuel measurable growth.

The solution

A theme design that conveys affordable luxury.

We redesigned the website with muted accents, high-quality photography, and intuitive layouts to allow the products to take centre stage. It’s also consistent with Abbott Lyon’s new branding, which focuses on affordable luxury. Another key design element was incorporating user-friendly and intuitive personalisation into the product pages to align with the brand’s “Made More You” tagline.

Perfectly personalised products.

Built with Shopify’s Online Store 2.0, we utilised every option to help Abbott Lyon personalise the customer experience and products. For example, on the product detail page for the brand’s ‘Signature Name Necklace’, customers can personalise the product by choosing chain length, the inscription, and adding their birthstone drop pendant. The Shopify Plus new site also offers luxury gifting with gorgeous gift bags, complete with a personalised wax stamp seal.

Visualiser for bespoke products.

Taking personalisation to even greater heights, we built a product “visualiser” from scratch to help customers see what their bespoke piece of jewellery will look like before purchase.

For example, on the Zodiac Coin Necklace, customers can:

• Modify selections instantly to create their perfect piece.
• Select finish (gold or silver), chain length, zodiac sign (e.g. Taurus, Scorpio, etc), birthstone, and initials.
• See live 2D previews of their custom jewellery. Modify selections instantly to create their perfect piece.

The visualiser transforms personalisation into a confidence-boosting, engaging experience, letting shoppers build jewellery they’ll cherish with certainty. Read more details on how we built the Abbott Lyon jewellery visualiser.

Overall, every improvement to the new Abbott Lyon site was designed with journey-led growth in mind: removing friction, empowering the team, and creating a seamless experience that aligns with both business and customer needs.

The result

A personalised, confident, & frictionless shopping experience.

With the Online Store 2.0 upgrade, fresh design, and interactive visualiser, Abbott Lyon now has a Shopify Plus site that truly reflects the quality of their jewellery.

The key outcomes were:

• A sleek, intuitive design that elevates the “affordable luxury” brand positioning.
• Fully personalised shopping experiences that let customers preview and perfect bespoke jewellery.
• Greater in-house control and flexibility across products and templates.
• Seamless integration of tools and apps that enhance the customer journey.

The result is a confident, frictionless shopping experience that mirrors the brand’s commitment to quality, personalisation, and innovation, which, of course, lays the foundation for ongoing growth.th.