// case study
Finer Lux - Luxury Watch & Jewellery Marketplace
Full-stack e-commerce platform for a London luxury dealer - custom product catalog, four lead-capture flows, and Cloudinary-powered image delivery at scale.
Problem
A 30-year London luxury watch and jewellery dealer needed to move online without losing the trust that a private, appointment-only business runs on. The catalog had to handle hundreds of high-value SKUs across major houses (Rolex, Patek Philippe, Cartier, Van Cleef & Arpels), while four completely different customer intents - sell, part-exchange, source, and authenticate - each needed their own path to conversion instead of a single generic contact form.
Approach
Built with Next.js for fast, SEO-ready product pages under heavy image load, backed by a Node.js API for catalog and inventory logic. Product images run through Cloudinary for optimized delivery across hundreds of listings without sacrificing load speed. Each of the four service flows (Sell, Part Exchange, Source, Authenticate) got its own structured lead form - routed straight to WhatsApp and email - rather than one shared inquiry box, so every visitor's specific intent was captured with the right follow-up questions from the start.
Tech stack
Outcome
Shipped a production catalog spanning hundreds of listings across nine+ major watch and jewellery houses, live with four distinct lead-capture flows from day one - plus integrated Google Reviews, an embedded showroom map, and same-day-payment messaging built directly into the sell/exchange funnels to reduce hesitation at the highest-value step of the journey.