Global Jewelry Brand — DTC & B2B Wholesale Ecommerce

Built and maintained the complete Shopify e-commerce ecosystem for Ella Stein global jewelry — DTC storefront serving 100K+ customers and 300+ retail partners, plus a separate B2B wholesale portal with access-controlled pricing for international distributors.

Company Context

An international jewelry brand offering ethically sourced natural and lab-grown diamond pieces across necklaces, rings, earrings, bracelets, and charms. Operates both a direct-to-consumer storefront serving 100K+ customers globally and a wholesale partner platform for 300+ retail distributors worldwide.

Engineering Environment

ShopifyStripeB2CB2B WholesaleSEOGlobal Ecommerce

What Our Scale Partnership Revealed

Standard Shopify themes couldn't deliver the brand experience required for a premium global jewelry brand — customization at the template level wasn't sufficient.
Wholesale pricing creates a fundamental access control problem in Shopify: by default, anyone can see your prices. Ella Stein needed distributor pricing visible only to authenticated, verified wholesale partners — not to DTC customers or competitors.
300+ retail partners globally means the wholesale platform needs bulk ordering workflows, account management, and distributor-specific pricing tiers — none of which Shopify handles out of the box for B2B.
SEO at scale for a jewelry catalog requires structured data, dynamic metadata, and optimized page generation across hundreds of product variants.

Engineering Work

Built a fully customized Shopify DTC storefront from scratch — brand-specific UI, optimized product presentation, and checkout flow built for global jewelry e-commerce conversion.
Implemented Stripe and Shopify Payments for secure global checkout.
Built the B2B wholesale portal as a separate authenticated environment — access-controlled product catalog where pricing is hidden until a verified wholesale account is logged in.
Implemented role-based pricing visibility: distributor accounts see wholesale prices, retail customers see retail prices, unauthenticated visitors see no pricing on wholesale products.
Built bulk ordering workflows for 300+ distributor partners.
Built SEO infrastructure: Schema.org Product markup, dynamic metadata generation per product and collection, performance-optimized page structure.

System Outcome

Global DTC platform live serving 100K+ customers across international markets.
Wholesale portal operational with 300+ retail partners accessing distributor pricing securely.
Access-controlled pricing working — wholesale prices not visible to unauthorized users.
SEO-optimized catalog driving organic product discovery at scale.

Engineering Breakdown+

Wholesale Access Control in Shopify: Used Shopify customer tags combined with Liquid template conditions to gate price display — wholesale prices stored as variant metafields, only rendered in the template when the logged-in customer has the verified wholesale tag. Unauthenticated users and retail customers see either retail pricing or a "login to see pricing" prompt.

SEO Infrastructure: Schema.org Product JSON-LD generated dynamically per product using Shopify's Liquid template variables. Collection pages use BreadcrumbList markup. Canonical URLs set explicitly on all product and collection pages to handle Shopify's default URL duplication across collections.

Scale Partnership

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