Alfan Jauhari
EST—2025

Architecting

Tomorrow's

Digital

Landscape

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Michelle Oh Jewelry

A contemporary jewellery brand project focused on creating raw yet refined, organically geometric, and deeply personal pieces, specialising in alternative engagement and wedding rings for modern couples.

Client

Michelle Oh

Role

Product Engineer II

Year

2023

Technologies Used

Shopify
Liquid
Live Website

The Challenge

The client needed a flexible e-commerce platform built on Shopify that could support a highly bespoke jewellery brand while still being scalable and easy to manage. Default Shopify themes were too rigid to accommodate custom product configurations, rich storytelling, and brand-driven layouts. On the operational side, managing product data, collections, and content updates became inefficient due to limited control over presentation and dynamic logic using out-of-the-box tools.

The Solution

I developed a custom Shopify storefront using Liquid, enabling fully tailored templates, reusable components, and dynamic sections aligned with the brand’s visual identity. Custom product logic, metafields, and modular content blocks were implemented to support complex jewellery details and flexible merchandising. By optimizing Liquid rendering, leveraging Shopify’s native APIs, and structuring clean, maintainable theme architecture, the solution delivers a performant, scalable storefront that empowers the client to manage content efficiently without sacrificing design or user experience.

About Michelle Oh Jewelry

A custom Shopify storefront for a contemporary jewellery brand that focuses on alternative engagement and wedding rings for modern couples. Built using Shopify and Liquid, the platform is designed to reflect the brand’s aesthetic through carefully crafted layouts, immersive storytelling, and highly detailed product presentations. Every element of the site is structured to highlight craftsmanship, material quality, and the individuality of each piece.

Beyond commerce, the platform functions as a brand narrative hub showcasing ethical sourcing, recycled precious metals, and the made-in-England production process. By leveraging custom Liquid templates, metafields, and modular content sections, the website allows stakeholders to manage collections, products, and editorial content in a unified, flexible system, while delivering a seamless, high-performance shopping experience that balances design, usability, and scalability.