Demi-fine Jewellery, India, UAE & GCC
Ekava: A D2C jewellery storefront built to travel, reused across India, the UAE and the wider Gulf.
Ekava is a demi-fine jewellery brand selling across India, the UAE and the broader Gulf. Demi-fine sits between fashion jewellery and fine jewellery, priced high enough that buyers research, low enough that the purchase should not require a consultation.
The challenge
These were the specific constraints the project had to resolve.
- One brand selling into three regions with different currencies and buying behaviour
- Demi-fine positioning requiring more trust than fashion jewellery, less friction than fine
- A design-led catalogue where photography and styling carry the sale
- Sizing across rings, bangles and chains multiplying the variant matrix
- A small team needing to run merchandising without developer support
What we did
- Built a storefront architecture designed for reuse across regions from the outset
- Positioned the experience between fashion and fine jewellery in tone and detail depth
- Structured sizing and variants so the catalogue stays maintainable as it grows
- Delivered merchandising controls the in-house team runs independently
- Configured region-appropriate payment and courier stacks per market
Results
What the work produced.
Figures are stated only where the client has cleared them. Where a project produced results we cannot publish, we have left the space empty rather than filled it.
Services used
What the engagement involved.
Why Globosoft
Reasons that are checkable.
Growth model
We would rather be paid for the growth than the hours.
For ecommerce clients we can work on growth-share: an agreed baseline from your trailing performance, then a percentage of the incremental sales we create above it. No fixed retainer. If your revenue does not grow, we do not earn. It changes what we recommend, because we carry part of the risk of being wrong.
Keep reading
Related sectors.
Jewellery
Selling jewellery online is not selling a product with a fixed price. Gold moves daily, making charges differ by design, stone weight is certified separately, and a single ring can exist in six sizes and three metal colours. A generic store template treats all of that as one SKU and quietly breaks your margins.
Read onClothing & Fashion
Fashion commerce lives and dies on two numbers: conversion on the product page and cost of returns. Both are decided by how well you handle size and fit, and most stores in the UAE still ship a static size chart image and absorb the returns as a cost of doing business.
Read onAbaya & Modest Fashion
Modest fashion has its own sizing language. Abayas are chosen by length and cut rather than dress size, kaftans and jalabiyas follow occasion logic, and a large share of demand is made-to-measure, none of which a standard fashion template handles.
Read onEvidence
Work we have done in this category.
Jawhara Jewellery
A maintenance engagement that became a full Shopify Plus rebuild, and tripled revenue within four months of launch.
3× revenue in 4 monthsUAETUMI
Design and UI/UX for a global premium travel brand's UAE storefront, delivered within international brand guidelines.
Global brand, UAE storefrontEgypt, KSA & BahrainAmerican Tourister
One regional foundation rolled out across Egypt, Saudi Arabia and Bahrain with localised payments, language and courier integration.
3 markets from one foundationWant work like this for your business?
Tell us what you sell and where growth has stalled. We will come back with a view on what it would take.