Project Overview
If your Los Angeles fine jewelry brand has been operating since 1981, expanded from B2B wholesale into direct-to-consumer e-commerce, and built one of the most distinctive non-traditional engagement ring collections on the West Coast, but your website is running on Magento 1.x with over a thousand rings incorrectly cataloged, you are not giving that product quality a digital platform worthy of it. Barkevs is a Los Angeles-based fine jewelry brand specializing in engagement rings, wedding sets, diamonds, moissanite jewelry, and custom-designed pieces serving direct buyers across the United States.
Magento 1.x reached end-of-life status and became a liability rather than an asset for any brand still running on it. Beyond the platform’s own limitations, the Barkevs catalog had accumulated more than a thousand rings that had not been correctly imported, categorized, or attributed in the previous store, meaning buyers searching for specific ring styles, stone types, or metal configurations were either finding nothing or finding incorrect information that undermined purchase confidence before a buyer ever reached the point of making a genuine decision about whether to purchase.
The transition from B2B wholesale to direct-to-consumer e-commerce requires more than a website. It requires a purchase experience that removes the barriers preventing online fine jewelry buyers from committing to a significant purchase without an in-store consultation. The most significant barrier for Barkevs was the inability of a buyer to physically experience a ring before placing a made-to-order custom purchase. For a brand whose philosophy centers on distinctive non-traditional engagement ring designs, this hesitation was costing the business buyers who reached the consideration stage but never converted to a completed order because no physical sampling option existed.
Connecting diamond and gemstone inventory from multiple suppliers simultaneously into a single coherent catalog serving buyers browsing natural diamonds, lab-grown diamonds, and moissanite in parallel is a data architecture problem that requires deliberate technical design. When that supplier integration is built on a legacy platform that cannot handle the catalog depth or pricing logic the suppliers require, the result is a browsing experience that fails both the buyer evaluating a stone and the brand attempting to present its full range of diamond and gemstone options competitively.
Our Solution
Keyideas migrated the Barkevs website from Magento 1.x to a new platform, rebuilding and correctly cataloging more than a thousand ring products that had been incorrectly imported in the previous store. The migration preserved the brand’s existing URL structure to protect accumulated search equity while delivering a platform capable of handling the catalog depth, customization workflows, and supplier integrations the Barkevs business requires. Each ring received correct category assignments, accurate stone and metal attributes, and complete product data that the previous Magento installation had not maintained across the full catalog.
The Keyideas Ring Builder was integrated with inventory from eight diamond and gemstone suppliers: MID Diamonds, Aarush Diamonds, RDI Natural Diamonds, JAS, Mercury, Unique LabGrow, Parallel Diamonds, and PureGrown Diamonds. The Ring Builder connects natural diamond, lab-grown diamond, and moissanite inventory into a unified Build Your Own Ring workflow, allowing buyers to select a stone, choose a ring setting, and complete a custom configuration in a guided experience that matches the complexity and quality of the distinctive non-traditional designs Barkevs has built its brand around since 1981.
The See Sample at Home program was integrated as a dedicated purchasing workflow, allowing buyers to request sample rings for home trial before committing to a custom-made engagement ring order. This feature directly addresses the trust gap preventing a significant share of online fine jewelry buyers from completing a high-value custom purchase and is a core differentiator for Barkevs against competitors without a pre-purchase physical sample experience. Vimeo video integration was implemented across product pages to communicate ring design details and craftsmanship in a format static photography cannot replicate.
Stripe and Bitcoin payment methods were configured to serve the full range of Barkevs buyers, including the growing share of high-value purchasers who prefer cryptocurrency for significant transactions. Klaviyo email marketing automation was integrated to support post-visit follow-up, abandoned cart recovery, and the longer consideration-cycle communication flows that fine jewelry purchases typically require. Google E-Commerce Tracking through Google Tag Manager was implemented to give the Barkevs marketing team accurate purchase attribution and funnel visibility across the customer journeys that begin with product browsing and complete with a custom ring order.
