Bringing everyday luxury to the world

About Annoushka

Annoushka aims to bring a strong female voice to the traditional world of fine jewelry. Celebrating more than a decade in the industry, Annoushka specializes in crafting pieces that elegantly adapt to the lives of the increasing number of women buying jewelry for themselves.

At the heart of Annoushka’s ethos lies a distinctive blend of playfulness, wearability, and everyday glamour, meticulously crafted in 18ct gold and precious stones. Their creations are designed to seamlessly integrate into the lifestyles of women who appreciate elegance and versatility in their accessories.

Services

NBusiness analysis
NCustom UX & UI design
NWebsite development & implementation
NConversion rate optimization
NTechnical SEO
NOn-site delivery, support, & training

Commerce Platform

Results

108%increase in mobile revenue

82%increase in transactions

38%increase in conversion

Salesforce Commerce Cloud

Jewelry

UK

The Brief

Annoushka felt that their old site was outdated and didn’t reflect their values as a brand. They wanted their online experience to reflect their mission to design creative, fine jewelry for modern women.

Coming to the end of their license with their previous platform, Annoushka decided to assess the landscape to find the best way to harness digital growth. They wanted an offering that would grow with the business and allow them to expand into new regions and offer the latest features.

Luxury ecommerce has the challenge of effectively communicating a brand story and the intricacy of a product in a tangible way. Annoushka wanted to leverage the power of video, mobile, merchandising, and machine learning to better connect with customers, communicating more about the product and the way it’s created. To succeed, it was vital to cut through with great content and superior service.

The Solution

Tryzens Global partnered with Annoushka to perform a comprehensive review of the digital commerce landscape and Annoushka’s key requirements. Keeping in mind that Annoushka has a small team that needs to remain lean while producing a superior offering, the teams selected Salesforce Commerce Cloud as their preferred platform.

Tryzens worked closely with Annoushka on an incremental approach, prioritizing a rapid launch and adding more functionality as the project progressed. All of this enabled a strategic focus on their customers and storytelling, rather than focusing on day-to-day trade at an operational level.

A significant driver behind the decision was rapid global expansion. The brand expanded from 4 to 7 regions with the launch of their new platform has become the foundation for a larger global offering. Store staff can now leverage the website as a global storefront with global footfall, providing more opportunity for support and growth.

The solution succeeded in increasing traffic and conversion, with a more SEO-friendly offering, improved load times, richer page design, and a greatly improved checkout.

Key Integrations

“We wanted an offering that would grow with us and allow us to expand into new regions and offer the latest features. Tryzens were invaluable in helping us to map out and implement our new digital flagship to help us reach our global trading potential.”

Sophie Livitnoff

Head of Marketing & eCommerce, Annoushka

Site Features

Product focus

Bespoke landing pages and product pages cater to Annoushka’s unique products – making it easy to navigate and explore while featuring the products in a more aesthetic, elegant way.

Product search has been greatly improved with richer, visual results, and boasts AI product suggestions.

Customer connection

Live chat, provided by Hero, connects customers to in-store advisors. Customers can use text or video to chat with advisors in a personal experience that brings the product to life.

The site sees a large number of orders come through live chat. It enables personal connection and allows customers from locations without a physical store to see and learn about products through guided selling.

Rich storytelling

Dynamic content throughout the customer journey allows Annoushka to tell the brand’s evolving story. The design of the new sites has given the team freedom to feature and experiment with bold campaign images and rich content, infusing the playfulness that defines the brand.

Through integration and platform tools, content pages across the sites now feature a variety of photography, animation, and shoppable images to engage customers.

Global reach

Annoushka’s digital offering operates across 7 dedicated regions, providing product guidance, support, and commerce around the world. Customers can browse the site with localized content in 6 currencies and pay using PayPal, Apple Pay, Visa, Mastercard, Maestro, Amex, and China Union Pay.

The Results

With the right technology stack and strategic approach providing solid foundations, Annoushka is now a global brand with presence across multiple regions with localized sites.

Global expansion has allowed them to grow awareness and sales across channels, paving the path for them to become a global leader in the luxury jewelry space.