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The Vision
A digital experience as beautiful as the jewellery itself
Fraser Hart has been one of the UK's most trusted jewellers for over 80 years - a destination for luxury watches, diamonds and gifting that people turn to at life's most meaningful moments. Fields, founded in 1979, holds the same place in Ireland - a premier jewellery destination built on passion, craft and trust. But a brand of this calibre deserves a digital experience to match. A customer researching a diamond engagement ring or a luxury watch expects to be inspired, informed and reassured - not navigating an interface that feels like a step down from the in-store experience. The Commerce Team Global was brought in to close that gap, with a programme of connected improvements that would transform how the brand shows up online, from the first moment a customer lands on the site to the point at which they complete their purchase with confidence.
"Buying jewellery is one of the most considered purchases a person makes. The digital experience has to earn that trust at every step."
That principle guided every decision in the programme - from the choice of typeface to the way payment flows were engineered. Nothing was arbitrary. Every change was made in service of a customer who deserves to feel as good shopping online as they do walking into a Fraser Hart or Fields store.
01
A Brand Identity That Holds Everywhere
A comprehensive site-wide refresh - new typography, updated design system, consistent iconography and refined interactions - so every page of the site communicates the same premium quality as the products it sells
02
Product Pages That Inspire Confidence
A reimagined product detail experience - showcasing diamonds, watches and jewellery with the depth of information and visual richness that turns a browser into a buyer, and a buyer into a returning customer
03
Payments That Simply Work
Rigorous investigation and improvement of the payment flows that bring every transaction to its conclusion, because nothing destroys trust in aluxury purchase like a payment that fails at the final moment
The Transformation - The Brand Identity
First impressions that feel like luxury
The first thing a customer notices is how a site makes them feel. A mismatched typeface, an inconsistent button, an icon that looks like it belongs somewhere else - each one quietly signals that the brand hasn't fully invested in this moment with the customer. We fixed that, completely
Typography & Type System
Words that feel as considered as the craftsmanship behind the products
Typography is the silent voice of a brand. A new type system was implemented across the entire site - consistent sizing, spacing, weight and hierarchy that creates a reading experience which feels deliberate and refined. Customers instinctively register this as quality, even if they couldn't articulate why
Design system & Interactions
A site that feels like one brand, everywhere
Buttons, icons, hover states, navigation - every interactive element was updated to a unified design system. The result is a site that moves and responds in a way that feels intentional from end to end, reinforcing at every touch point that this is a brand that cares about the details. Customers experience this as trust
Accessibility & Quality
Beautiful for every customer, on every device
A comprehensive site-wide quality review ensured the new design system was applied with complete consistency; no regressions, no visual exceptions, full accessibility compliance. Every customer, on every device, encounters the same premium experience. That is what it means to take quality seriously
The Transformation - Product Experience
Helping customers fall in love with a product before they buy it
The product detail page is where purchase decisions are made or lost. In luxury jewellery, the stakes are especially high - customers need to be inspired by what they see, informed by what they read, and confident in how they can make it theirs. The reimagined product page delivers all three
Visual Experience
Jewellery presented with the richness it deserves
A fully reimagined image gallery with smooth slider navigation, synchronised views, intelligent sticky behaviour and a zoom experience that lets customers examine every facet of a diamond or the movement of a watch. The product is the hero - and the page is now designed around making it irresistible
Product Detail & Clarity
Every question answered before the customer has to ask
Product attributes; cut, clarity, colour, carat -are now displayed clearly and beautifully. Variation selection through colour swatches and size guides is intuitive. Finance options are presented transparently, including Klarna and V12, with dynamic deposit calculators that make high-value purchases feel accessible and straightforward
Gifting & Occasions
Turning a purchase into a moment
Gifting options, store availability, a "Complete the Look" section and jewellery care guidance - the page now supports the full emotional journey of a significant purchase. "Speak to an Expert" is front and centre for those who want the reassurance of a conversation. The customer feels guided, not pressured
The Transformation - Payment Confidence
The moment that must never fail
A customer has spent time. They've researched, considered, made a decision. They're at checkout - and then something goes wrong. In luxury retail, a failed payment is not a minor inconvenience. It breaks trust at the most critical moment and costs a sale that may never return. The Commerce Team Global undertook a deep investigation into the payment flows underpinning the checkout experience - examining how Apple Pay, 3DS authentication and alternative payment methods behave under real-world conditions, and building the visibility and logging infrastructure to identify and prevent failures before customers feel them.The outcome is a payment architecture that the team can see into, understand, and fix proactively - rather than discovering problems from customer complaints. That is the difference between a reactive operation and one that is genuinely in control
Every payment flow visible and understood
Detailed architecture documentation and flow mapping means the team can trace exactly what happens at every point in a payment transaction - and identify where things can go wrong before they do
Apple Pay and digital wallets that work reliably
Enhanced logging, correlation IDs and improved error handling means that Apple Pay - a payment method that customers increasingly expect as standard - works confidently and can be monitored proactively
Problems caught before customers feel them
Improved observability across the payment layer means issues can be identified and investigated from logs and diagnostics rather than from failed orders and customer service contacts
TCTG quickly became a key extension of our technical team. Their deep SFCC expertise and hands-on approach helped us unlock new levels of performance, speed and flexibility. We are overall happy with the support services that the team have given us.
Nigel Brookes — Group Head of IT, Fraser Hart and Fields
The Outcome
A digital brand that inspires as much as it converts
Every element of this programme was built around a customer who is making one of the most emotionally significant purchases of their life. The results are felt at every touchpoint - from the first page they land on to the confirmation of their order
A site that feels like the brand it represents
Consistent typography, a unified design system and meticulously refined interactions - every page now communicates the quality and craftsmanship that Fraser Hart and Fields stand for
Product pages that convert consideration into confidence
Richer imagery, clearer product detail, transparent finance options and expert support pathways - customers have everything they need to make a significant purchase with complete confidence
Payments that work - and can be seen to work
Improved payment observability, Apple Pay reliability and ghost order elimination - the checkout experience now matches the quality of everything that precedes it
Beautiful on every screen
The entire transformation was designed and delivered mobile-first - because a customer browsing for an anniversary gift at 10pm on their phone deserves the same experience as one at a desktop
The complete gifting journey
From discovery to purchase to gifting - the site now supports the full emotional arc of a jewellery purchase, with gifting options, care guidance and "Complete the Look" recommendations that turn a single sale into a relationship
Accessible to every customer
Comprehensive accessibility compliance means the premium experience is available to every customer - reflecting the inclusive values of brands that believe luxury should not be exclusive.
Is This You?
Does your digital experience match the quality of your brand?
Luxury retail is built on trust. Every element of the customer experience - from how a product is presented to how a payment is processed: either reinforces that trust or quietly erodes it. If any of the following resonates, we should talk
- Your digital experience doesn't feel like it belongs to the same brand as your stores
- Customers have to work too hard to find the information they need to commit to a high-value purchase
- Your product pages don't do justice to the products they're selling
- Payment failures are costing you sales - and you don't have full visibility into why
- Your site doesn't consistently communicate the quality your brand represents across devices
- You're ready to invest in an experience that matches your ambition - and you need a partner who understands what that means
