Georges of Dubai

Luxury gifting platform with conversion‑focused design, loyalty & AI content engine

Georges of Dubai is a boutique gifting and lifestyle store founded in 2016. With its curated selection of jewellery, homeware, bath products, books and baby items, it already enjoyed a loyal following, but the Shopify site lacked the polish and functionality to scale. In 2025 the brief was to overhaul the store’s digital experience: improve page speed, lift conversions, extend the brand’s storytelling and introduce a loyalty program and AI‑driven content engine. The project had to honour the brand’s refined aesthetic while modernising its technical foundations.

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The brief

The redesign addressed multiple facets of the business:

High‑performance storefront: Implement a modern Shopify theme optimised for speed, high‑volume stores and brand storytelling.
Conversion drivers: Add scarcity and urgency cues (“Low in stock”, “Trending now”), clear shipping policies, free‑shipping thresholds, trust badges and transparent returns.
Streamlined checkout: Enable one‑click checkout, guest checkout, autofill forms and express payment options to reduce drop‑off.
Loyalty & social proof: Build a points‑based loyalty program with exclusive rewards (merch, personal colour consults, early drops), automated review collection and prominent testimonials.
AI content engine & SOPs: Develop a GPT‑powered assistant to generate on‑brand product titles, descriptions and metadata, and create standard operating procedures (SOPs) to guide staff on uploading products, creating collections and launching seasonal updates.
Ongoing care: Define an annual support and maintenance plan covering bug fixes, theme updates, speed optimisation and feature adjustments.

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The execution

A data-driven approach shaped the Shopify rebuild. CRO research revealed issues with hidden costs, slow load times, and inconsistent product presentation. To resolve them, a high-performance theme was implemented, assets compressed, code minified, and lazy loading applied.

The home and category pages were redesigned around premium storytelling, moving the focus from discounts to craftsmanship. Product cards now display material, price, and scarcity signals such as “Low stock” or “Trending,” alongside quick-add functionality and gift-box options. Transparent shipping calculators and trust badges reduce friction, while limited-time offers encourage action.

Checkout was restructured to include guest checkout, Apple Pay/Google Pay, and one-click payment. A loyalty programme, integrated via Smile.io, rewards purchases with points redeemable for branded merchandise, consultations, or early access. Automated review emails gather feedback and showcase verified testimonials.

Merchandising was streamlined with a custom AI tool that generates product titles, descriptions, and metadata in the brand’s tone, populates Shopify fields, and suggests social captions. Detailed SOPs with step-by-step instructions ensure staff can add products, create automated collections, and refresh seasonal content consistently.

Support includes an ongoing maintenance plan for updates, bug fixes, and optimisation. Google and Facebook pixels were installed for retargeting, while schema markup and structured data strengthen SEO. Analytics dashboards track conversion rates, loyalty engagement, and product performance.

Key features:

Optimised theme & speed: fast load times and refined aesthetics
Psychological triggers & transparency: scarcity badges, shipping calculators, trust seals
Express checkout: guest checkout, one-click payment, and autofill
Integrated loyalty programme: points and rewards for repeat customers
AI-powered content: automated product descriptions, metadata, and captions
Standard operating procedures: illustrated guides for consistent merchandising
Annual support plan: updates, bug fixes, and performance optimisation
Social proof & storytelling: verified reviews and craft-focused copy build trust

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Georgina Trigg

Founder & MD

“I have absolutely adored working with Stergios to build our new on-line boutique. He is such a great communicator and it instantly felt like he was part of our team, not just a consultant working on an external project. Couldn't recommend you more.”

The impact

The revamped Georges of Dubai store unites elegance with performance. Customers now enjoy a fast, transparent shopping experience that highlights product craftsmanship and encourages trust. Scarcity cues and simplified checkout have lifted conversion rates, while the loyalty programme has increased repeat purchase frequency. The AI content engine has cut product upload time and ensured consistent brand voice across thousands of SKUs, and the SOPs empower the team to handle merchandising without guesswork. Combined with ongoing support and maintenance, the site is well‑positioned to respond quickly to seasonal trends, launch new collections and deepen customer engagement—solidifying Georges of Dubai’s status as a premier gifting destination.