Link: digbyandiona.com
Digby and Iona is a custom jewlery studio located in The Invisible Dog arts center in Cobble Hill, Brooklyn. In addition to the jewelry, the studio is also packed floor to ceiling with antiques and curiosities.
The Story
For Digby & Iona, I built a fully custom Shopify theme designed to reflect the brand’s handcrafted, detail‑driven aesthetic. Instead of relying on a modified template, I created a bespoke front‑end system that showcased their jewelry with clarity, elegance, and strong storytelling. Every layout, interaction, and component was tailored to the brand’s visual identity, giving them a digital presence that felt as intentional as their products.
A major part of the project involved migrating all product data from their legacy Magento installation into Shopify. I handled the full data‑migration pipeline — mapping product structures, cleaning and normalizing metadata, importing media assets, and ensuring variant logic and collections transferred cleanly. This process eliminated years of technical debt and gave the brand a far more stable, maintainable ecommerce foundation.
To elevate the shopping experience, I also built a custom product filtering tool that allowed customers to browse by material, style, collection, and other key attributes. The tool was engineered for speed and clarity, helping customers navigate a large catalog without friction. By combining custom theme development, a complex data migration, and thoughtful UX enhancements, I delivered a Shopify experience that strengthened Digby & Iona’s brand and improved their day‑to‑day operations.