Home page: the founder story first, with the gold, silver and gift set switch under the header
Two Shopify themes for Earra, a UK jewellery brand: a seasonal campaign theme running today, and the Earra Custom Theme, built on Shopify’s Dawn as a base and extended with its own sections, effects and modes so the store feels like the small, personal business it is.
Platform: Shopify, Dawn 16.1 as the base for the custom theme
Services used: Websites, E-commerce, Marketing
The challenge
Earra sells gold and silver plated jewellery and gift sets to shoppers in the UK. The store has to sell hard during campaigns such as Halloween, and the rest of the year it has to feel personal: a founder you can see, honest promises, and pieces that are easy to browse by metal.
Two themes, two jobs
Campaign theme (live)Built for seasonal pushes such as Halloween: big offers, deal bar, campaign collection.Earra Custom Theme (built on Dawn)A personal, founder-led store with its own sections, settings and modes.
What we built into the custom theme
Its own sections on top of Dawn: founder hero, gold, silver and gift set switch, collection cards, trust details, new arrivals, bestsellers, rolling message bar, gifting, reviews, shoppable looks, behind the scenes, founder letter, up close and recently viewed.
Shopping tools: quick view, wishlist, quick add to cart, “pairs well with” add-ons, related pieces, a sticky add to cart bar and a cart drawer that counts down to free UK delivery.
Modes: gold or silver colour themes switched in one tap, and light and dark mode that follows the shopper’s device or a header toggle.
A look of its own: soft shadows, lift and tilt on hover, reveal on scroll, floating hearts, handwritten accents, and tape, polaroid and torn-paper details.
Built for phones: search first, an app-style bottom bar for home, shop, search, wishlist and bag, and two-column product cards.
Trust where shoppers look: anti-tarnish finish, stainless steel base, free UK delivery over £45, dispatch in 1 to 3 working days, gift-ready packing and a dispatch date on every product.
Feature gallery
Pick a filter, then click any image to see it full size. Use the arrow keys to move between images.
Founder story firstThe home page opens with Apurva, the person behind Earra, and a gold, silver and gift set switch under the header.Shop by collectionCollections as polaroid-style cards with tape, then the four trust details shoppers look for.Gold, silver or gift setsOne tap on Silver Jewellery recolours the page and swaps every collection without reloading.BestsellersSale badges, wishlist hearts, quick view and add to cart on every card.Quick viewPrice, quantity and add to cart in a window, so shoppers never lose their place.Style it togetherComplete looks with dots that open each piece in the outfit.Gifting made easyA rolling message bar with the store promises, then gift sets ready to send.Product pageA dispatch date promise, pay in instalments, save to wishlist, a size and care guide and a sticky add to cart bar.Pairs well withMatching pieces with a one-tap Add button beside the main product.Pairs nicely withRelated pieces under every product to keep shoppers browsing.Dark modeFollows the shopper’s device, or the toggle in the header.Readable in the darkCards, prices and buttons keep their contrast in dark mode.Kind wordsCustomer reviews written as notes from people wearing Earra.Behind the scenesChoosing pieces, photographing them and packing orders at home.Up closeDetail photos that lead straight into each collection.A letter from the founderEmail sign-up written like a handwritten note.Recently viewedShoppers pick up where they left off.FooterKeeps the small-business voice to the very bottom of the page.New arrivalsFiltered by the metal the shopper picked.Cart drawerShows how far the shopper is from free UK delivery.On a phoneSearch first, the metal switch, and an app-style bottom bar for home, shop, search, wishlist and bag.Trust and new arrivalsTrust details and new arrivals sized for a thumb.Two-column cardsQuick view and add to cart stay one tap away.Halloween campaign: heroA full-width offer slider, a rolling deals bar and the campaign collection.Halloween campaign: collectionsMood tiles, a signature earrings strip and three collection columns.Campaign theme on a phoneThe live store as shoppers see it on mobile.
The result
The campaign theme is live at itsearra.com. The Earra Custom Theme is ready in the theme library for the next launch, and switching between them is one click in Shopify. Screenshots were taken on 1 November 2026.
