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Polishing digital brilliance: How our award-winning e-commerce transformation helped Bond Jewellery shine online and set a new benchmark for luxury retail experiences.

Bond Jewellery

The Challenge

Bond Jewellery & Diamonds, based in Birmingham’s famed Jewellery Quarter, has built a reputation for creating exquisite, handcrafted pieces for discerning customers -including many well-known names. But their website was letting them down. It was slow, outdated, difficult to manage, and lacked the tools needed to support the kind of bespoke experience their brand is built on.

With key retail periods like Black Friday and Christmas looming, and previous negative experiences with e-commerce lingering, Bond needed a trusted, digital partner capable of delivering a website that matched the quality of its products.

Choosing TSD: E-commerce excellence

Having had mixed experiences with e-commerce in the past, Bond were looking for more than just developers. They needed a partner who could offer technical leadership, e-commerce experience, and a flexible approach to delivery. TSD came highly recommended, and Bond were impressed by our ability to listen, advise, and build a solution tailored to the complexity of their product range.

Setting the Stone: How TSD Crafted the Perfect Digital Platform

TSD delivered a complete transformation, migrating Bond’s site to Umbraco CMS with our Igloo Theme and integrating Umbraco Commerce to power a seamless, flexible e-commerce experience.

Key highlights of the solution included:

  • A modern, responsive website design that kept jewellery front and centre, with lightning-fast performance across devices.
  • A custom product taxonomy system built to handle the intricacies of jewellery combinations (metal, size, diamond grade).
  • Integration with the Nivoda live diamond feed, giving customers real-time access to diamond inventories and certification data.
  • A bespoke, faceted filtering system powered by Lucene for intuitive, precise product discovery.
  • Performance optimisation from front to back, ensuring customers could shop without delay -even during busy trading peaks.
  • Full editorial and product control via Umbraco CMS, giving the Bond team the freedom to update content, launch collections, and manage products without developer support.
  • Integrated content marketing, including a dynamic Instagram feed, helping bridge Bond’s social and shopping experiences.

Throughout the project, TSD provided strategic e-commerce guidance and hands-on training, giving the Bond team not just a website, but a toolkit for digital success.

A Platform That Shines: Results That Speak for Themselves

The new Bond Jewellery site launched ahead of the busiest season of the year -and delivered immediate commercial results. Sales rose, user engagement improved, and the team finally felt confident managing their digital presence.

Beyond sales, the site’s exceptional performance and custom functionality earned industry recognition, receiving nominations for Best E-commerce Solution and winning the Jury’s Choice award at Umbraco Codegarden 2025.

But perhaps the most telling result? A client already planning for what comes next.

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Award Winning

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Complete Content Control

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Thought Leadership Support

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Nivoda Diamond Exchange Integration

Working with TSD has been a game-changer for our business. Their expertise and dedication transformed our online presence, making it as bespoke and refined as our jewellery. The new platform has not only enhanced our customer experience but also empowered us to manage our offerings with ease and confidence.

Jamie Beech | Managing Director, Bond Jewellery & Diamonds