Case Study

Laings

Laings is one of the UK’s oldest and most respected luxury jewellers, renowned for its curated selection of fine jewellery, engagement rings, and Swiss timepieces. Since 1840, the brand has been synonymous with craftsmanship, heritage, and an elevated client experience.

We began working together in early 2023 to stabilise and modernise their ecommerce platform, resolve long-standing technical issues, and support a major redesign that aligned with Laings’ luxury positioning.

Platform

Magento 2

Industry

Luxury Jewellery & Swiss Timepieces

Platform Foundation

Technical Audit & Infrastructure Migration

When Laings approached us, their existing Magento 2 website—built by a previous agency—faced numerous technical challenges impacting stability and performance.
We conducted a full technical audit, prepared the platform for migration, and successfully transitioned the site to a new cloud hosting environment. This created a more reliable foundation for future development and resolved many underlying performance bottlenecks.

Core Platform Stabilisation & Performance Improvements

Following the migration, we focused on addressing long-standing issues across code, integrations, and infrastructure.
Through systematic optimisation, the platform became significantly faster, more stable, and more resilient—ready to support an elevated luxury customer experience.

Growth & Customer Experience

Full Website Redesign & Bespoke Magento Theme

Laings embarked on a full website redesign to better reflect its luxury positioning. Working closely with their in-house design team, we implemented a bespoke Magento theme with refined layouts, elevated visual storytelling, and a modern editorial feel that strengthened both brand expression and conversion.

Alignment with Luxury Brand Standards

Alongside Laings’ own brand guidelines, we ensured the new site adhered to the visual standards required by the Swiss luxury brands represented on the platform — delivering a cohesive and premium digital experience.

Delivered in Four Months

Despite the scope of the redesign, the project was completed within four months, enabling Laings to deploy the elevated experience ahead of key trading periods.

Operational Efficiency

Improved Stability & Reduced Maintenance Overhead

The infrastructure migration and subsequent technical stabilisation significantly reduced operational friction, enabling smoother ongoing management and fewer support incidents.

Optimised Workflows for Content & Merchandising Teams

The bespoke theme was built with flexible, modular components, empowering internal teams to create editorial pages, landing pages, and campaign content independently—reducing reliance on development cycles.

Results

+18% increase in orders
+23% increase in revenue
Faster, more stable Magento 2 platform
Strong positive feedback from leadership, teams, and customers
A luxury digital experience aligned with Laings’ brand heritage

Looking ahead, our partnership continues to focus on elevating the luxury customer journey while strengthening the platform behind it. From stabilisation to a full redesign, we’ve helped Laings create a modern digital experience worthy of its heritage —and we continue to support the brand as it enters its next chapter of growth.