case study:
royal chain group

Enhancing their brand, expanding their market, satisfying clients, and selling beautiful jewelry.


A family-run jewelry wholesaler founded in 1978, Royal Chain Group is a leader in the world of designer jewelry. With a nationwide client list of respected jewelry retailers, they have a laser-focus both on beautiful products and exceptional client service. In order to provide an even richer client experience, Royal Chain Group selected Magento 2 as their digital commerce platform and chose IronPlane as their development partner.

Contact us

case study:
royal chain group

Enhancing their brand, expanding their market, satisfying clients, and selling beautiful jewelry.


A family-run jewelry wholesaler founded in 1978, Royal Chain Group is a leader in the world of designer jewelry. With a nationwide client list of respected jewelry retailers, they have a laser-focus both on beautiful products and exceptional client service. In order to provide an even richer client experience, Royal Chain Group selected Magento 2 as their digital commerce platform and chose IronPlane as their development partner.

View our services

case study:
royal chain group

Enhancing their brand, expanding their market, satisfying clients, and selling beautiful jewelry.


A family-run jewelry wholesaler founded in 1978, Royal Chain Group is a leader in the world of designer jewelry. With a nationwide client list of respected jewelry retailers, they have a laser-focus both on beautiful products and exceptional client service. In order to provide an even richer client experience, Royal Chain Group selected Magento 2 as their digital commerce platform and chose IronPlane as their development partner.

View our services
+107%
Revenue
+32%
Average order value
-33%
Page load time
+107%
Revenue
+32%
Average order value
-33%
Page load time
+107%
Revenue
+32%
Average order value
-33%
Page load time
problem

The challenge

Royal Chain Group’s existing website was not meeting their needs. A high visitor bounce rate and low returning visitor numbers were two key elements demonstrating the need for an overhaul. Their vision was to create a website their clients would want to visit, would stay to browse, and would be able to easily build and complete their orders.

problem

The challenge

Royal Chain Group’s existing website was not meeting their needs. A high visitor bounce rate and low returning visitor numbers were two key elements demonstrating the need for an overhaul. Their vision was to create a website their clients would want to visit, would stay to browse, and would be able to easily build and complete their orders.

problem

The challenge

Royal Chain Group’s existing website was not meeting their needs. A high visitor bounce rate and low returning visitor numbers were two key elements demonstrating the need for an overhaul. Their vision was to create a website their clients would want to visit, would stay to browse, and would be able to easily build and complete their orders.

THE SOLUTION

IronPlane’s first step was to fully understand Royal Chain Group’s complex business needs and online analytics. Then, using the rapid development offered by the Colibri framework, IronPlane delivered a complete solution. The core features implemented included:

  • Restructured product data to comply with industry standard categorizations and naming conventions
  • A tool for the Magento admin to update their store to accurately reflect the current market price of gold
  • A more intuitive product search functionality using the new product attributes
  • Implementing a full-featured client portal with:
  • Quick order function
  • Product comparison tool
  • Product reviews
  • Wish List
  • Advanced grouped product capabilities
  • Order history and rapid re-order

THE SOLUTION

IronPlane’s first step was to fully understand Royal Chain Group’s complex business needs and online analytics. Then, using the rapid development offered by the Colibri framework, IronPlane delivered a complete solution. The core features implemented included:

  • Restructured product data to comply with industry standard categorizations and naming conventions
  • A tool for the Magento admin to update their store to accurately reflect the current market price of gold
  • A more intuitive product search functionality using the new product attributes
  • Implementing a full-featured client portal with:
  • Quick order function
  • Product comparison tool
  • Product reviews
  • Wish List
  • Advanced grouped product capabilities
  • Order history and rapid re-order

THE SOLUTION

IronPlane’s first step was to fully understand Royal Chain Group’s complex business needs and online analytics. Then, using the rapid development offered by the Colibri framework, IronPlane delivered a complete solution. The core features implemented included:

  • Restructured product data to comply with industry standard categorizations and naming conventions
  • A tool for the Magento admin to update their store to accurately reflect the current market price of gold
  • A more intuitive product search functionality using the new product attributes
  • Implementing a full-featured client portal with:
  • Quick order function
  • Product comparison tool
  • Product reviews
  • Wish List
  • Advanced grouped product capabilities
  • Order history and rapid re-order

THE Results

As a B2B company, Royal Chain Group’s key performance indicators (KPIs) were centered on servicing their existing clientele with an attractive and useful website. The results were dramatic with a 130% increase in return traffic, 98% reduction in bounce rate, 170% increase in time on site, and a 149% increase in conversion rate.

solution

THE RESULTS

As a B2B company, Royal Chain Group’s key performance indicators (KPIs) were centered on servicing their existing clientele with an attractive and useful website. The results were dramatic with a 130% increase in return traffic, 98% reduction in bounce rate, 170% increase in time on site, and a 149% increase in conversion rate.

solution
solution

THE Results

As a B2B company, Royal Chain Group’s key performance indicators (KPIs) were centered on servicing their existing clientele with an attractive and useful website. The results were dramatic with a 130% increase in return traffic, 98% reduction in bounce rate, 170% increase in time on site, and a 149% increase in conversion rate.

Start estimating
your project

Tell us about your business and we’ll create a custom plan to improve, upgrade, and elevate your website.

Contact us

Start estimating
your project

Tell us about your business and we’ll create a custom plan to improve, upgrade, and elevate your website.

Contact us

Start estimating
your project

Tell us about your business and we’ll create a custom plan to improve, upgrade, and elevate your website.

Contact us