I partnered with deBoulle Diamond & Jewelry to modernize and elevate their digital presence by migrating their website from WordPress to Shopify. The project focused on creating a luxury-driven e-commerce experience while maintaining the brand’s high standards and heritage. In addition to the main storefront, I developed a bespoke Rolex subsite—carefully crafted to reflect the exclusivity and precision expected from one of the world’s most prestigious timepiece brands.

deBoulle is a family-owned luxury jeweler and authorized Rolex dealer with a flagship location in Dallas, Texas. Renowned for its curated selection of fine jewelry and timepieces, the brand has built its legacy on elegance, service, and discretion. With increasing demand for a refined online experience, deBoulle needed a modern platform that could translate their in-store sophistication to a global e-commerce audience.

The project required solving several high-end design and operational challenges:

Transitioning from an outdated WordPress environment to a robust, scalable Shopify platform

Capturing the essence of luxury and trust in a digital interface

Creating a separate but integrated Rolex subsite that aligned with strict brand guidelines

Ensuring smooth navigation between editorial content and product-focused pages

Preserving the brand’s heritage while delivering a high-performance, mobile-first experience

Rebuilt the entire website on Shopify to take advantage of its stability, performance, and design flexibility

Streamlined the content structure and modernized the information architecture

Enhanced performance and backend usability for easier product management and merchandising

Set up the foundation for future integrations, including CRM and appointment scheduling

Developed a bespoke Rolex subsite within Shopify that met Rolex’s global branding requirements

Designed with an emphasis on minimalism, elegance, and ease of use across devices

Brought deBoulle’s brand to life digitally through high-resolution imagery, refined typography, and balanced white space

Crafted editorial-style product storytelling to complement the premium product lines

The re-platforming and redesign resulted in:

A modernized digital experience that aligns with deBoulle’s luxury positioning

A seamless integration of brand storytelling and e-commerce functionality

A refined Rolex subsite that strengthens the brand’s authority and partnership compliance

Faster site performance, improved backend workflows, and greater scalability for future growth

A polished, premium online presence that mirrors the in-store customer experience