Queen of Gemz
- Location
- Houston, USA
- Industry
- Fine jewelry
- Platform
- Shopify
- Scope
- Full store revamp: design, collection structure, product pages
A Houston fine jewelry brand rooted in a family jewelry tradition. We rebuilt the store to look and shop like a high-end jeweller.
Visit the store
Capabilities proven here
Services behind this work Shopify development/Shopify theme development
The brief
Queen of Gemz sells fine jewelry, from everyday gold chains to gold coin rings and gemstone pieces.
The revamp needed to make the brand feel as considered as the pieces, and give a range this varied a structure a shopper can move through with confidence.
The catalogue is large, close to 1,500 products and around 7,000 variants by our project notes, and the brand also wanted to sell beyond its own store. So the work did not stop at design: it went into product page systems the team can run themselves, and later into a marketplace channel.
Services & technology
- Store revamp
- Collection structure
- Filter setup
- Product page and trust content
01Homepage
Store revampShopify development
One of a kind, from the first screen.
The homepage opens on the jewelry itself, "One of a Kind Pieces", then moves through best sellers, the collections and customer reviews, before a sign-up to stay in the loop.
02Collections & filtering
Jewellery filtersShopify theme development
Filters that speak the language of jewelry.
A range this deep needs better than a price slider. Collections like Rings filter by price, category, gemstone, stone cut, stone colour and material, with a product count and sort at the top.
03Product page
Trust, built into the page.
The product page keeps size, quantity and add to cart together, with Shop Pay and more payment options underneath. Details, FAQs, shipping and returns, care instructions and a lifetime guarantee each have their own section.
Free shipping and returns in the US, a 30-day return policy and an authenticity guarantee on stones are stated plainly, and a "Style it with" row suggests pieces to wear alongside.
04Mobile
The same boutique in a pocket.
On a phone the collections, filters and trust details all hold up, so a shopper can go from browsing to a considered purchase without switching devices.
What we did
A store that finally matches the pieces it sells, with a structure built around how people shop for jewelry.
- Editorial homepage led by the jewelry
- Collections filtered by gemstone, cut, colour and material
- Product pages with guarantees, care and returns up front
Under the hood
Custom theme sectionsShopify theme development
The custom sections we wrote for the product page.
The store runs on the Prestige theme, version 11.2. In June 2026 we added a set of custom sections, each marked as ours in the theme and logged in a changelog we keep for the client:
- Product accordions that fill themselves. The Details and Description tabs are pulled from headings inside each product description, while store-wide tabs such as shipping and returns, care and the guarantee are edited once in the theme editor.
- FAQs by category. An FAQ tab can show different questions for rings, earrings or bracelets, chosen through a page-reference metafield on each product, with a store-wide default.
- Trust icons. A two-by-two block under the buy box for the lifetime guarantee, free shipping and returns, the 30-day return policy and the authenticity guarantee on stones.
- “Style it with”. A cross-sell row driven by a product-list metafield the team curates, falling back to Shopify’s complementary product recommendations when none are set.
On the live store today we also see Judge.me reviews, an accessibility widget and hreflang tags for six language and country versions of the store, including Spanish and Canadian French. On our visit from New Zealand, prices were shown in New Zealand dollars, so local currency is switched on for international shoppers.
Walmart Marketplace
Walmart Marketplace listingShopify development
The same catalogue, live on Walmart.
After the site build we took the catalogue to Walmart Marketplace. By 17 September 2026, 6,781 variants were live, every variant Walmart’s policies allow, covering 1,457 of the 1,489 products. The rest were removed at the client’s request or are held back by Walmart policy, for example on bullion and currency (our project notes).
We did not take that on trust: 90 listings picked at random were read back from Walmart’s own API, and all 90 were published. Marketplaces are unforgiving about grouping, categories and images, so the work is as much checking as listing.
From Shopify to Walmart, then checked
Each product is grouped, categorised and image-checked before it goes to Walmart, items Walmart policy does not allow are held back, and listings are read back from Walmart to confirm they are live.
- Variants grouped under one listing
- Category mapped to Walmart’s taxonomy
- Images checked against Walmart’s rules
- Policy check passedHeld back: Walmart policy on bullion and currency
- Status read from Walmart’s own API: PublishedStatus read from Walmart’s own API: not listed, as intended
Example products for illustration only. Not Queen of Gemz’ data.
Measured today
Checked on 3 October 2026.
We re-read the live store on 3 October 2026. These figures describe the store as it runs today, including any apps added since the build.
- Structured data: product pages output Product schema with brand, SKU and an aggregate offer that gives the lowest and highest variant price; the homepage outputs Organization schema with a postal address and contact point, plus WebSite schema with site search.
For similar merchants
Building a jewellery store the team can run.
Jewellery shoppers want the same reassurance on every piece: what it is made of, how to care for it, what happens if it is not right. Writing that into every product description does not scale past a few hundred products. Splitting it into per-product content and store-wide tabs does, and the team can change a policy once instead of 1,500 times.
The same thinking applies to a marketplace. A jewellery catalogue on Shopify and Walmart has to agree on titles, variants and stock, or it creates duplicates and oversells. Check what the marketplace actually published, not what the upload said it sent.
Questions
How do you add the same shipping and care tabs to every Shopify product?
Use a product page section with two kinds of tab: per-product tabs that read from the product description or metafields, and store-wide tabs edited once in the theme editor. Queen of Gemz uses this so a policy change is made in one place.
Can a Shopify jewellery catalogue be listed on Walmart Marketplace?
Yes, but Walmart restricts some categories, such as bullion, currency and some coin pieces, and is strict about variant grouping and images. On this catalogue every variant Walmart's policies allowed went live, and we verified a random sample against Walmart's own API.
Related case studies
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