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LoveLoops Launch with Market Leading new eCom Website 

Katy Miller

When LoveLoops approached Firebrand for help with their marketing activities, it quickly became apparent a full website rebuild was needed to lead in the highly competitive customised jewellery market.

Dunedin-based company LoveLoops sell high quality, custom engraved jewellery including necklaces, bracelet charms, earrings and cufflinks. Making use of Firebrand’s full suite of creative services, we worked with LoveLoops to build a market leading website to match their premium product.


Firebrand was initially tasked to help raise awareness of the LoveLoops brand and to reposition their marketing to better match the high-end nature of their product. We created a full digital marketing strategy, including a massive amount of research into the highly competitive market for personalised jewellery.

Based on our research, we repositioned LoveLoops so as to stand out from competitors and cement the product as luxury and of high quality. Firebrand also managed the ongoing implementation of marketing activities, including digital and social media activations and competitions, as well as liaising with communication partners such as MiNDFOOD and OHbaby! magazines.

Custom Website Design and Development

LoveLoops previous site was dated and difficult to use, often leading to potential customers abandoning their product mid-way through the customization process and potentially using one of the many online custom jewellery competitors. From the get-go, it was apparent the new site needed to be fundamentally intuitive and easy to use, streamlining the customisation process to secure as many sales as possible, all while being visually stunning, fresh and enticing... Challenge accepted!

The Firebrand Dev team’s solution was a custom built, Shopify integrated eCom store. In order to meet the brief and make the process as streamlined and user-friendly as possible, we integrated multiple additional apps, including those for product categorization and personalisation. Because LoveLoops offer a massive amount of personalisation options, including Loop size, Loop Material, engraving fill, Chain length, chain material among others, every product needed customised personalisation fields - a massive task championed by our own Oli Jones.

Graphic Design:

Our work with LoveLoops also included a mass of design work. We gave the LoveLoops brand a needed refresh, including an updated colour scheme alongside a new design direction. In keeping with the updated brand direction, we designed a new set of product DLE flyers, as well as an ongoing set of digital imagery for social media including profile pictures, cover photos and promotional collateral. Alongside the unique product customisations, our design team was put to hard work, taking to Photoshop for each and every product image seen on the live site.

We are incredibly proud of the resulting site and marketing initiatives. Leaps and bounds ahead of all competing eCommerce stores both domestic and international, it’s as functional as it is stunning - Check it out for yourself here