Susan Shaw

Web traffic has increased astronomically 3.3% Increase In Conversion Rate within weeks
For forty years, Susan Shaw has created handmade, heirloom-quality jewelry collections that embody a natural charm and grace. From their Texas HQ, Susan Shaw has grown into a globally recognized brand, known for its iconic designs worldwide.

Susan Shaw

Why Rainy City?

Susan Shaw enlisted Rainy City to review, redesign, and develop their Shopify website.

The task was to reimagine the user experience, optimize the site for conversions with an aesthetic that made their website the jewel in their crown.

Project details:

  • Custom theme design
  • Migration of +10k users
  • Enhanced search and filtering
  • Rapid deployment
  • Customized tool integration
  • Page speed optimization

The Power Of Teamwork

Working alongside the in-house team, we analyzed the site’s online user journeys. We found that loyal customers continued to shop with the company, but new customers had difficulty understanding the brand identity.


Experiential Web Design

With a brand that boasts such an extensive collection, we redesigned the customer journey to look and feel like a shoppable lookbook. Typically, customers shop online by collection, occasion, or product. We integrated all three – creating an immersive experience that told Susan Shaw’s brand story while customers were shopping.

Swift & Accurate Searches

We integrated an enhanced search and filtering process, enabling existing customers (who often know exactly what they’re after) to circumnavigate the process and vastly improve checkout speeds. As each Susan Shaw design is available in multiple variants and colors, we engineered a specially-geared search filter to ensure customers could find their desired product and purchase with ease.

Shop The Look Features

For customers who purchase on impulse, we baked-in a ‘Shop the Look’ feature with quick links to product detail pages. We helped make customers’ buying choices easier with wide-angled light boxes for greater focus in the product image’s details. We also added distinctive USPs and founder notes, creating the feel of personalised messages to customers.

The results

With a heightened user experience, rigorous search and filter mechanic and beautiful aesthetic, Susan Shaw now has a site that reflects their world-renowned brand. Web traffic has increased astronomically and their conversion rate rose to 3.3% within weeks of project completion.


Increased conversion rate


Increase of total orders


Increased AOV

Lets get to work

Ready to discuss the finer details? Let’s talk Shopify.

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