Case, Dutch Jewelry

Gemstones with meaning,from shop window to warehouse.

mybendel.com The mybendel.com homepage on desktop

The mybendel.com rings overview page on mobile

ClientMy Bendel · Dutch Jewelry

EngagementOngoing, theme and app under maintenance

Websitemybendel.com

Services

Custom Shopify theme Bespoke Shopify app B2B (Shopify Advanced)AI colour detection Migration from Lightspeed UX design

You buy jewellery on feeling. The store that sells that feeling runs on engineering. For My Bendel we built both: a custom theme that gives gemstones with meaning the room they deserve, and a bespoke Shopify app that keeps the shop running behind the scenes, from colour to order.

What we built

Not an off-the-shelf theme with a stack of plug-ins on top, but one whole: store, configurators and a bespoke app from the same hand.

01

Custom Shopify theme

Built entirely to measure: calm, fast pages, the meaning behind every gemstone, a wishlist that asks for a login only when it has to, and three languages (NL, EN, DE) with automatic language detection based on where you are.

02

Jewellery you put together yourself

Two configurators, built into the theme itself: assemble a set of five rings that lands in the basket as a single bundle, or use the Charm Bar to build a bracelet or necklace with your own charms.

03

AI that recognises the colours

The app reads every product photo with AI and picks the colour from a fixed palette of thirty. It writes that back as a metafield, so the colour filter and the swatches on the cards are right without anyone tagging them by hand.

04

Bespoke Shopify app

A NestJS app with its own admin panel right inside Shopify. Webhooks queue up neatly per shop, duplicate notifications are filtered out, and jobs run in the background.

05

B2B alongside B2C, moved over from Lightspeed

One store serves both consumers and wholesale, each with their own pricing, catalogue and access. The entire collection moved across from Lightspeed to Shopify in a structured migration.

Custom themeAI colour detectionCharm BarRing setB2B alongside B2COrder splitting

The 'All rings' collection on mybendel.com with the language picker open — 01 · A theme cut to the brandCalm, fast and in three languagesLarge product photography, the meaning behind every gemstone, a wishlist and a language picker that adapts to where you are. Everything that makes "meaningful moments" real, in NL, EN and DE.

The mybendel.com menu on mobile, with the language picker — 01 · A theme cut to the brandCalm, fast and in three languagesLarge product photography, the meaning behind every gemstone, a wishlist and a language picker that adapts to where you are. Everything that makes "meaningful moments" real, in NL, EN and DE.

The Charm Bar on mybendel.com, adding charms to a bracelet — 02 · Build it yourselfRing set and Charm Bar, inside the themeBuild a set of five rings that checks out as one bundle, or use the Charm Bar to put together a bracelet or necklace with your own charms. Built into the theme, not bolted on as a separate plug-in.

The Charm Bar on mobile, building a bracelet or necklace — 02 · Build it yourselfRing set and Charm Bar, inside the themeBuild a set of five rings that checks out as one bundle, or use the Charm Bar to put together a bracelet or necklace with your own charms. Built into the theme, not bolted on as a separate plug-in.

The colour metafields in the Shopify admin, filled with the AI's suggestions — 03 · Colours the store recognises itselfThe AI reads the photo, the swatch is rightOur app sends every product photo past an AI that picks the colour from a fixed palette of thirty. It comes back into the store as a metafield, so the colour filter and the swatches on the cards are always right, with no manual work.

The mybendel.com filter panel on mobile, with the colour filter open — 03 · Colours the store recognises itselfThe AI reads the photo, the swatch is rightOur app sends every product photo past an AI that picks the colour from a fixed palette of thirty. It comes back into the store as a metafield, so the colour filter and the swatches on the cards are always right, with no manual work.

The bespoke app's panel in the Shopify admin, showing the draft B2B orders — 04 · The invisible halfAn app that runs the storeBehind the scenes the app does the work nobody wants to think about: partial deliveries split themselves into separate orders, backorders are tracked, and the team manages it all from its own panel inside the Shopify admin.

The basket on mobile with the 'free shipping over € 50' bar — 04 · The invisible halfAn app that runs the storeBehind the scenes the app does the work nobody wants to think about: partial deliveries split themselves into separate orders, backorders are tracked, and the team manages it all from its own panel inside the Shopify admin.

From shop window to warehouse

The most beautiful jewellery store grinds to a halt the moment the engineering behind it creaks. So for My Bendel we built more than the shop window: we built the warehouse too. A custom theme for the customer, and a bespoke app that keeps colours, orders and stock in order.

The two talk to each other. The app's AI prepares colours that the theme shows as filters and swatches. A partial delivery in the admin splits itself into tidy orders. And customer service works from a single panel, right inside Shopify.

A jewellery store sells feeling. Behind that should sit engineering you never notice, until everything simply adds up.

Where it stands today

My Bendel runs on this custom theme and this app today, in three languages and for both consumers and wholesale. The move from Lightspeed is complete: the entire collection came across to Shopify in a structured migration.

And we keep building. New features arrive as modules in the same app, from AI colour detection to order splitting, so the store can keep growing without the maintenance growing with it.

Onder de motorkap

Theme: Custom Shopify theme with Alpine.js and Tailwind, in three languages (NL / EN / DE)
App: NestJS with its own panel in the Shopify admin, BullMQ queue per shop
AI colour detection: OpenAI Vision into metafields, against a fixed palette of 30 colours
Orders & stock: Automatic order splitting on partial deliveries, backorders and migration

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