TUTTI — Affordable Luxury

After twenty years in business, TUTTI had gone through a full rebrand — new visual identity, new positioning, a completely fresh direction. But their Shopify store hadn't kept up. It felt outdated, the product experience was bare bones, and features the brand actually needed, like personalised engraving and wishlists, just weren't there. This wasn't a case of tweaking what existed. They needed a full rebuild that matched where the brand was heading.

We worked closely with TUTTI to translate their new visual identity into a fully custom Shopify experience, reworking everything from typography and colour palette to product page layouts and navigation until it felt like something built just for them. The big technical pieces were a custom engraving tool so customers can personalise jewellery right on the site, a wishlist system built specifically around how TUTTI's audience actually shops, and a product architecture that handles their mix of fashion and jewellery with variant combinations way beyond what Shopify does out of the box. It all ties together into a store that looks premium, runs fast, and gives TUTTI full control over the experience.

The new TUTTI & Co. store launched to an overwhelmingly positive response from both the brand and their customers. The site now reflects the premium quality of the products, with a shopping experience that feels considered at every touchpoint. The custom engraving tool has become a key revenue driver, turning standard jewellery purchases into personalised gifts. The bespoke wishlist feature has increased customer engagement and return visits, while the complex product stitching system handles TUTTI's extensive catalogue seamlessly. The rebuild has given TUTTI a digital home that truly matches their rebrand — modern, bold, and built to grow with the business for the next 20 years.