Shopify Migration Project for Styles Silver
A Seamless Replatform from Oxatis to Shopify by ITQ Commerce
Overview
Styles Silver is a renowned independent jeweller based in Hungerford, specialising in sterling silver jewellery, gifts, and collectable pieces. Their previous e‑commerce platform (Oxatis) had become a barrier to growth, which limited site performance, UX, and operational efficiency.
ITQ Commerce led a full migration to Shopify, combining a modern theme, well‑structured product data, and essential integrations (Royal Mail, currency display, and eBay) to deliver a faster, easier‑to‑manage store that’s built for conversion and ongoing optimisation.
The Challenge
Styles Silver had outgrown its Oxatis setup. Key challenges included:
- Legacy platform constraints: Oxatis made day‑to‑day management cumbersome and restricted UX improvements.
- Inconsistent product structure: Product data required a clearer, scalable taxonomy for collections, filtering and search.
- Conversion friction: An outdated checkout and limited mobile experience hurt engagement and revenue.
- Operational overhead: Shipping, customer data handling, and merchandising required manual effort.
- SEO continuity risk: The move to a new platform needed to protect existing rankings and inbound traffic.
The client needed a reliable technical partner to guide them through a full replatform without losing key SEO rankings or functionality.
Solutions Provided
With a proven migration playbook, ITQ Commerce delivered the project end‑to‑end, de‑risking the move and laying strong foundations for growth.
🛠️ End-to-End Shopify Rebuild
- UX workshops & design implementation using a conversion‑optimised Shopify theme.
- Menu & collections architecture reflecting how customers browse jewellery (e.g., type, occasion, maker/brand).
- Product list & PDP enhancements including multi‑image galleries and a prominent “Any questions?” enquiry tab.
⚙️ Product Data Migration & Enhancements
- Clean import of product and content data from Oxatis.
- Customer data migration to maintain continuity of accounts and order history.
- Engraving options on select products via a lightweight app, styled to match the theme.
- Addition of recently viewed and related products to improve discovery and average order value.
🛒 Checkouts, Payments & Customer Experience
- Shopify Payments & PayPal configured for a simplified, trusted checkout.
- Customer account area streamlined for address management and order views.
- Currency display toggle to improve experience for international visitors.
📦 Shipping & Operations
- Royal Mail Click & Drop integration for seamless label creation and tracking.
- Delivery tables modelled on the legacy site to retain familiar pricing logic.
- eBay integration (Marketplace Connect) prepared for multi‑channel reach.
📊 SEO, Analytics & Compliance
- 301 redirects from legacy URLs to preserve organic equity.
- GA4 & Google Tag Manager migration and configuration.
- XML sitemap and cookie/GDPR controls implemented to best practice.
🚀 Enablement, Launch & Post‑Launch Support
- Recorded Shopify training sessions for the Styles Silver team.
- Go‑Live management and quality assurance across devices/browsers.
- Growth & Optimisation retainer (4 hours/month) with a monthly roadmap and SLA‑backed support led by our Account Manager, Viola.
Key Metrics & Results
Early performance shows that their new platform attracts more qualified visitors, keeps them engaged for longer, and improves product discovery. This all lays solid groundwork for higher conversion and lifetime value.
Measured over the most recent 90‑day period vs the prior period:
While revenue and conversion data has not been fully tracked in GA4 since the migration, there is strong evidence that both have improved. The increases in engagement, session quality, and organic visibility are leading indicators of healthier customer journeys. Customers are staying longer, discovering more products, and arriving from search with higher purchase intent.
Achievement Highlights
The full Shopify rebuild has made the Styles Silver shopping experience faster, clearer, and easier to use across all devices. Product discovery is more intuitive, checkout is more streamlined, and the site now supports personalisation options such as engraving.
Below, we will include before and after visuals highlighting improvements to navigation, product detail layout, and checkout flow.
Before
After
ITQ are brilliant. ITQ have completely transformed my old website to Shopify. We are exceedingly happy with it. They provide useful ongoing assistance with any issues and new ideas. I fully recommend them.
George Styles - Owner of Styles Silver
Partner Ecosystem: Amore Digital
To ensure a seamless SEO transition, we brought in our trusted partner Amore Digital. With Amore's support we were able to deliver:
- A detailed SEO migration strategy to protect rankings.
- Metadata and redirect oversight to maintain organic traffic.
- Post-launch monitoring and ongoing recommendations.
“I've personally worked with ITQ for a couple of years now. They've worked on complex projects, take their time to understand briefs and come up with great solutions for the end client. I would recommend for any business needing new exciting ecom builds and refreshes!”
- Ted Parry, Founder, Amore Digital
This collaboration highlights how ITQ Commerce pairs technical builds with specialised partners to achieve best-in-class outcomes.
What’s Next for Styles Silver & ITQ Commerce
With the new Shopify foundation in place, our joint focus shifts to continuous optimisation:
- CRO roadmap: Iterative tests on PDP, collection filters, and cart UX.
- Email & retention: Expand automations (abandoned cart, post‑purchase, win‑back), refine segments, and test offers.
- Search & content: Strengthen organic performance with structured content and product metadata improvements.
- Merchandising: Seasonal collections, gift guides, and personalisation to drive AOV and repeat purchase.
- Performance & housekeeping: App audits, image hygiene, and regular GA4 checks.
With our Shopify Support Package in place, the ITQ team acts as an extension of Styles Silver’s digital operations, helping the brand scale with confidence.
