DEKEL Jewelry
Handmade Lab-Grown Diamond & Gemstone Jewelry · Shopify Store
We built DEKEL a new Shopify store for handmade jewelry set with lab-grown diamonds and natural gemstones. The whole store runs in Hebrew and right to left, in a luxury design of deep green and gold, with close to 200 items across rings, necklaces, earrings, bracelets and gemstones. On the product page shoppers build their own piece, the brand story opens as chapters inside the store, every way to get in touch leads to a personal consultation on WhatsApp, and we produced every image on the site with AI, from the models to the jewelry.
A Luxury Shopify Store, in Hebrew From End to End
DEKEL is an Israeli workshop for handmade diamond jewelry, and the store had to feel like a jewelry boutique rather than a catalog. We built it on Shopify, with a theme we adapted for the store, in Hebrew and right to left throughout. The design rests on deep green, gold and cream, with the line MAISON DE DIAMANTS under the logo. We produced every image on the site with AI: the models wearing the jewelry, the goldsmith at the workbench and the jewelry photos themselves, so the whole store reads as one photo shoot. A strip of benefits runs across the top (free shipping, a free first resize, 14 days to cancel and a free first consultation), and the homepage opens with a large brand image. Below it come "the DEKEL selection", the five jewelry families in photos, and "the DEKEL looks", which shows pieces that complete each other. The main menu opens into a wide panel: under "jewelry" every category appears as a photo with its number of models, and under "engagement rings" come featured rings and shortcuts by style, such as solitaire, halo, three stones and Toi et Moi. In the "how will it look on you?" section, a click on yellow, white or rose gold shows the same ring, on the same hand, in the chosen tone.
A Product Page Where You Build the Piece
An engagement ring is a purchase people think about for a long time, so the product page works like a conversation with the jeweler. The shopper chooses a gold tone (yellow, white or rose), an Israeli ring size with a link to the size guide, the weight of the centre diamond, and 14 or 18 karat gold. The price updates with each choice, and a "your choice" line sums up the full piece before it goes into the cart. Under the buy button there is a link to ask on WhatsApp and a trust strip with four marks: a gemological certificate for a centre diamond of one carat and up, setting and finishing by hand to order, 14 days to cancel, and free shipping. The description explains in plain words what a lab-grown diamond is and what its spec means (colour E, clarity VS1), and further down come the specs, shipping and returns, the size guide, care, and similar pieces. All along the page a fixed buy bar follows the shopper with their choice, the price and the add-to-cart button.
A Story of Three Generations, and Made-to-Order Pieces
Behind DEKEL stands a family of goldsmiths, and that story is part of what the customer buys. So "our story" did not stay a page of text: it opens inside the store as a reading experience in four chapters, from Iraq, through what the families brought with them to Israel, to the workshop today. The fourth chapter is called "your chapter": the visitor picks what the piece is for (a proposal, a wedding, an anniversary, a birth, a gift or "just because"), writes one sentence about the moment, and a WhatsApp chat opens with what they wrote. The homepage shows the made-to-order process in three steps (a conversation, a sketch and design, and handmade creation), and a "book a meeting" button opens a short form for a personal consultation: name, phone, email and what to focus on, such as an engagement ring, wedding bands, a coloured gemstone, or repairing and upgrading a piece. The form has a consent box for the privacy policy, and a separate, optional box for receiving updates.
Guides, Service Pages and Trust
People buying a diamond want to understand what they are buying. The "guides and articles" section on the homepage holds a main guide to choosing an engagement ring and six more guides, such as the four Cs, why a lab-grown diamond, certificates and diamond grading, and cut shapes, with a filter by topic. Every guide opens inside the store in a clean reading view and ends with an invitation to a consultation and more reading. Alongside the store we built service pages that answer the questions that come up before a purchase: a size guide with two ways to measure at home and a size chart, FAQs (such as the delivery time, 14 to 21 business days, because every piece is made after the order), warranty and care with a 12-month warranty on manufacturing defects and cleaning instructions, shipping and returns, and a contact page. The site launched with terms of sale, terms of use, a privacy policy, a cookie policy and an accessibility statement, with an accessibility button on every page. Every product page carries structured product data with the brand and the price, so Google understands what is sold on it.
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