When Jonathan Sevendal set out to launch Hartwell.no, he wasn’t just starting another online jewelry shop. He was stepping into the $446B diamond jewelry market – with no prior e-commerce experience, just a bold idea:
Luxury jewelry should be stunning, ethical, and fairly priced.
Most luxury brands thrive on 300% markups and outdated retail models, meaning customers pay $4,000 for jewelry that costs $1,000 to produce.
Jonathan didn’t buy into that. He believed customers deserved better:
“We refuse to accept that you must choose between high quality and fair pricing. Through our direct-to-customer model, we eliminate unnecessary middlemen.”
— Jonathan Sevendal, Founder of Hartwell.no
But there was a challenge: jewelry isn’t an easy business. Jonathan had a clear goal, but he had zero e-commerce experience. Product variants, complex catalogs, and high customer expectations can overwhelm even experienced online sellers. Jonathan needed a theme that could handle it all.
The Technical Challenges:
When Jonathan discovered Eurus Theme by Omni Themes, three things stood out:
Omni Themes also provided a free setup service. The team transformed Jonathan’s ideas into a stunning site with a clean layout.
With Eurus, Jonathan wasn’t just building a store; he was creating a premium experience that matched his vision.
The results? Outstanding.
Jonathan prioritized website performance, understanding its importance for both customer satisfaction and SEO – crucial for Hartwell’s marketing strategy.
During the cooperation, Hartwell also took care of every detail and worked closely with the Omni Teams to enhance all the small elements that affect speed. As a result, we together successfully launched Hartwell with:
(Tool: Pagespeed insight from Google)
These numbers weren’t just bragging rights. For a luxury jewelry brand, speed and trust go hand in hand. A smooth, fast website meant customers stayed longer, explored more, and felt confident enough to invest in diamond jewelry online.
Rings are never just rings. Each ring design comes in multiple gold colors: white, yellow, and rose.
Most online stores struggle here: too many product pages, confusing navigation, SEO nightmares. Traditional e-commerce solutions create confusing user experiences.
The Eurus Theme’s advanced Product Siblings feature becomes a best match for Hartwell:
Buying jewelry is emotional. People want to see it in real life, not just on a white background. That’s why Hartwell integrated their Instagram feed directly into their store with Omni Themes’ OT: Instagram Feed app.
Now, when visitors browse, they see real posts, real customers, and real moments. That social proof builds trust and brings the brand to life.
What the app can do:
Jewelry stores require sophisticated navigation systems. Customers need to browse multiple categories, subcategories, and product types efficiently.
Hartwell wanted customers to glide through the catalog without getting lost. Eurus Theme’s Product Menu type creates an intuitive mega menu structure.
Hartwell organized their catalog into clear sections: Rings, Earrings, Bracelets, Necklaces.
This implementation helps customers find specific products quickly without overwhelming them with options.
Even though Hartwell is a new name in the e-commerce landscape, Jonathan has a clear vision of the business’s personality in mind. As a result, Jonathan can make appropriate decisions to provide the technical foundation for his premium positioning.
Omni Themes’ setup service proved invaluable for a first-time entrepreneur. The team handled complex technical requirements, including Product Siblings, SEO optimization, and performance tuning.
Plus, the Omni Themes team remains responsive and adaptive to the requests from Hartwell. Therefore, we make sure to deliver the most glamorous online store that emphasizes Hartwell’s jewelry pieces.
Leveraging multiple Omni Themes solutions (Eurus Theme + OT: Instagram Feed app) created a cohesive brand experience. This ecosystem approach eliminated integration challenges and delivered consistent functionality.
Hartwell.no isn’t just a case study – it’s proof. Hartwell starts from the idea on paper. The strategy, the support from Omni Teams for design, setting up the store, and the powerful features of Eurus that make Hartwell now come to reality. With the right tools, vision, and support, even the most competitive industries can be disrupted.
If you’re ready to build your own premium e-commerce brand and just lack a support hand, Omni Themes’ Eurus Theme can give you the same powerful foundation that helped Jonathan bring Hartwell.no to life.
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