Smales | Spring Web Solutions
Case Study


Smales is a family-owned jewellery business that has been operating since 1937. Their range includes some of the world’s finest jewellery, including all things diamond such as pendants, engagement rings, earrings, and bracelets.

Smales also has one of the largest and skilled teams of watchmakers in Western Australia and stock some of the finest Swiss watches, including Rolex, Tudor, and Cartier.

The Brief

Instead of a traditional online store where customers can buy online, the website needed to work by getting enquiries to their internal marketing team, so it had to be enticing enough for website visitors to enquire about their products.

Smales also have thousands of products in stock, and the website needed to be able to display the complex variations and attributes such as sizing, styles, designs, and shapes.

Rebuilding the site to be responsive design and mobile-friendly.

Assist internal marketing efforts by optimising for SEO, integrated social media functionalities, and email templates in conjunction with adding a mailing list.

The Results

With the new website, online presence, customer interaction and online inquiries have greatly improved.

The management of online content is now more streamlined and easier to manage.

We also provided consultation on improving their online marketing strategies and managing their customers in a more refined process.

To help save time on maintenance, Spring Web implemented an automated product feed that updates all their products directly from their supplier.

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