Client Overview
Fulton Jewellery is an independent master goldsmith and jewellery shop based in Keswick, in the Lake District. Brian Fulton is a Fellow of the Institute of Professional Goldsmiths and National Association of Jewellers member with over 35 years of craftsmanship, selling handmade fine jewellery online and in-store, offering bespoke design and repair services, and running The Bench Café from their workshop. CreativePixels have been their web partner since 2023, delivering a full WooCommerce redesign and ongoing maintenance support.
Industry
- Retail /
- Ecommerce /
- Jewellery
Services
- Maintenance /
- WordPress /
- Migrations /
- WooCommerce
Tools Used
The Challenge
Fulton Jewellery had an existing WordPress site that had been stretched beyond what it was capable of, with attempts to improve it incrementally failing to overcome the limitations of the underlying theme-based build. Key challenges included:
- A theme-driven WordPress site with limitations
- A WooCommerce store that needed a complete overhaul to properly showcase a premium handmade jewellery range across rings, earrings, necklaces, bangles, and bespoke collections.
- Multiple service lines including bespoke commissions, repairs, gem setting, and a café, none of which had clear homes on the old site.
- A visual quality that didn't reflect the craftsmanship and heritage of a business making fine jewellery in the Lake District for over three decades.
Our Approach
We maintained the existing site while planning the rebuild properly, then started from scratch in Elementor rather than trying to salvage what was there.
- Rebuilt entirely in WordPress and Elementor, moving away from the restrictive theme-based setup to a properly structured, flexible build.
- Redesigned the WooCommerce store with clear product categories, detailed product pages, and a buying experience that matched the quality of the pieces being sold.
- Built dedicated sections for bespoke services, repairs, gem setting, and The Bench Café, giving every part of the business proper visibility.
- Provide ongoing WordPress and WooCommerce maintenance to keep the site secure, up to date, and performing reliably.
The Solution
Fulton Jewellery now has a WooCommerce website that reflects the quality and heritage of the business behind it. The rebuild replaced years of accumulated compromises with a clean, well-structured platform that serves both online shoppers and in-store visitors. As an ongoing maintenance client, the site continues to evolve alongside the business. For independent retailers and ecommerce brands on WordPress who have outgrown a template-based build, this project is a clear example of what a proper rebuild delivers.
All visuals used in these case studies are provided by our clients or their partners. All such images remain the property of their respective owners and may be subject to copyright.
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