Industry
Fashion & Lifestyle
Services
Redesign & Replatform
How do you bring a fourth-generation jewelry brand into the digital age, without losing its soul? Murphy Jewelers partnered with UN/COMMON to reimagine their site on Shopify Plus—blending luxury design with real retail utility and retention strategies that drive impact beyond the inbox. From modern bridal journeys to location-aware shopping features and behavior-driven email flows, every detail honors their legacy while unlocking new growth levers. We migrated their email program from Campaign Monitor to Klaviyo, launched foundational flows, and activated SMS campaigns to support in-store events and promotions. It’s not just a redesign—it’s a full-stack digital flagship, purpose-built for the next century.
I'm so thankful for UN/COMMON team’s help and hard work on our new website launch, and grateful to keep the ongoing partnership. Working with UN/COMMON is the first time our expectations have not only been met, but also far exceeded. I believe our partnership will be one of the best business decisions we have made thus far, which is saying a lot for a 110-year-old company!
- Mallory Murphy, Marketing Director for Murphy Jewelers
Rooted in Heritage. Reimagined for the Modern Buyer.
Murphy Jewelers is a fourth-generation family-owned jewelry brand, built on a legacy that began in 1913 when their great-grandfather traveled door-to-door repairing schoolhouse clocks. With a foundation of trust, service, and timeless design, Murphy came to UN/COMMON to modernize its digital experience, without losing the warmth and elegance that made it iconic. Our partnership focused on building a Shopify Plus site that elevated luxury storytelling, improved mobile shopping, and created clear pathways from digital discovery to in-store conversion.
A Digital Flagship for a Legacy Brand
Murphy Jewelers' previous site didn’t do justice to their rich family history or luxury positioning. We reimagined the site architecture and UI with their brand values in mind: welcoming, refined, and human. From the moment a user lands on the homepage, the new site speaks in Murphy’s brand language through curated lifestyle imagery, sage green accents (mirroring their store interiors), and intuitive navigation that honors digital and in-store customers.
Built for Bridal, Optimized for Everyone
Murphy's hero categories are engagement rings and bridal collections, but they lacked a modern digital funnel. We created a bespoke bridal landing page with filtering tools and visual storytelling, and overhauled the Complete Engagement Ring PDP to differentiate between diamond and setting. The result? A more confident shopping journey, especially for first-time buyers navigating a high-emotion purchase.
Driving In-Store Visits with Digital Touchpoints
A key goal was to drive online purchases and send shoppers into Murphy’s physical showrooms. We infused the site with location-aware CTAs, refined copy emphasizing white-glove service, and structured the mobile experience around appointment booking and store proximity. Now, the website serves as a springboard to the in-person experience, not a separate channel.
Smarter Email & SMS, Powered by Behavior
When Murphy Jewelers came to us, they had no active email flows and were still using Campaign Monitor. We led a complete Klaviyo migration, building foundational flows and a long-term retention strategy designed to power both ecommerce growth and in-store traffic. From wishlist-driven holiday campaigns to segmented bridal journeys, we create every message around customer behavior, not batch-and-blast tactics. We also used SMS to drive attendance for in-store trunk shows and designer events, helping align marketing with real-world store moments. With 11,000+ email contacts and a growing event cadence, Murphy’s email channel has become a storytelling engine that balances elegance with ROI.
Layered Functionality with a Light Touch
The build included critical backend upgrades, including Edge POS integration, reviews through Stamped, accessible returns via Loop, and shoppable UGC. We integrated these layers with a focus on simplicity, keeping the shopping experience fluid, never bloated. Each enhancement served a clear purpose, reinforcing Murphy’s belief that luxury speaks loudest when quiet.
Core partners
As one of the first few Shopify Plus partners, UN/COMMON has been delivering innovative, profit-driven eCommerce solutions from the start. Built for speed, reliability, and demand generation, Shopify Plus now powers 13,000+ merchants, offering enterprise-level capabilities with the flexibility to grow and evolve.