Zevarly is a Kolkata-based fashion jewellery brand with the tagline 'Jewellery for Everyone.' Founded by Mukesh Sethiya, the brand offers an extensive range of gold-plated, silver-plated, and American Diamond jewellery — from everyday necklaces and bangles to bridal choker sets. Operating out of Burrabazar, one of Asia's largest wholesale trading hubs, Zevarly blends traditional Indian jewellery craftsmanship with modern e-commerce.
+280%
Organic traffic growth (6 months)
+45%
Average order value increase
+33%
Repeat purchase rate
1.6s
Average page load time
FloraSoul (+41% mobile conversion), Baby Forest (₹4.2L launch month), Zevarly (+55% session duration) — full breakdowns inside.
Zevarly, a Kolkata-based fashion jewellery brand run by Mukesh Sethiya from the heart of Burrabazar, had built a loyal offline following through wholesale channels. But the brand had zero digital presence — no online store, no product catalogue, and no way to reach the growing wave of women shopping for jewellery online.
The challenge was significant: fashion jewellery is one of the most competitive e-commerce categories in India. Customers can't touch or try on products, so every element of the online experience — from product photography presentation to zoom-enabled detail views — needs to build trust and desire simultaneously. Zevarly's product range spans hundreds of SKUs across gold-plated, silver-plated, and American Diamond collections, including bridal sets that need to feel premium even through a screen.
Their competitors were already established on Shopify with polished stores, influencer partnerships, and strong Instagram presences. Zevarly needed more than just a website — they needed a complete digital commerce strategy that could compete from day one, with smart navigation for a large catalogue and pricing strategies that encouraged bulk purchases.
We designed and developed a premium Shopify store that transforms Zevarly's Burrabazar heritage into a sophisticated digital jewellery shopping experience. The custom Liquid theme was built from scratch with editorial-style product pages that showcase fine jewellery detail — high-resolution zoom-enabled image galleries, 360-degree product views, and lifestyle photography that helps customers visualise how each piece looks when worn.
Navigation was the critical UX challenge. With hundreds of SKUs across multiple categories — gold-plated necklaces, silver bangles, bridal choker sets, anti-tarnish collections, and budget-friendly ranges — we built smart collection filters that let shoppers browse by metal type, occasion, price range, and style. Each collection page was curated with an editorial header and SEO-optimised descriptions targeting high-intent jewellery search terms.
To maximise average order value, we implemented a tiered discount system — 28% off for 2 items, 30% off for 3, and 35% off for 4+ items. This gamified approach to volume-based pricing drove significant increases in cart size, especially during wedding season.
On the commerce side, we integrated Razorpay for seamless Indian payments (UPI, cards, net banking, EMI), WhatsApp Business for pre-sale queries and post-sale support, and Instagram Shopping to turn their social media following into a direct sales channel. Judge.me was configured for authentic review collection with photo reviews — critical for building trust in online jewellery purchases.
Every product page was SEO-optimised with structured data, keyword-targeted meta tags, and internal linking between related collections. We also listed the brand on WedMeGood as a verified wedding jewellery vendor, opening up a high-intent bridal audience.
High-resolution zoom-enabled image galleries with lifestyle photography, 360-degree product views, and detailed material descriptions — making every piece feel tangible through a screen.
Multi-faceted navigation by metal type, occasion, price range, and style — letting shoppers efficiently browse hundreds of SKUs across gold-plated, silver, AD, and bridal collections.
Gamified pricing strategy — 28% off for 2 items, 30% off for 3, 35% off for 4+ — driving measurable increases in average order value, especially during wedding season.
WhatsApp Business API for pre-sale product queries, custom jewellery requests, order updates, and post-sale support — converting conversations into conversions.
Native Instagram Shopping integration turning followers into buyers, plus Judge.me photo reviews building trust for high-consideration jewellery purchases.
WedMeGood verified vendor listing targeting brides actively searching for wedding jewellery — opening a high-intent, high-AOV acquisition channel beyond organic search.
“We had jewellery but no digital presence. Innovatrix gave us a Shopify store that actually feels like walking into a jewellery showroom. The tiered discounts and WhatsApp integration alone doubled our repeat customers. We went from zero online orders to processing 50+ orders a day within four months.”
Mukesh Sethiya
Founder, Zevarly
Service area
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