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Foundrae

NYC-based fine jewelry brand Foundrae is known for a symbolic vocabulary that turns each piece into a personal narrative. The brand engaged Driver with a company-wide mandate: make the D2C flagship the highest-performing store in the brand's portfolio. We began with a period of quick wins — stabilizing legacy tech debt to clear the ground for meaningful work. From there, we delivered a roadmap of high-impact initiatives: a UK market expansion, enterprise deployment protocols, a full optimization of the product card experience, and the removal of dependencies on underperforming apps.

With that foundation established, we're now undertaking a complete redesign and rebuild of the Foundrae storefront — migrating the brand to a modern, performance-first Shopify 3.0 architecture.

Industry:
  • Fine Jewelry
    • Services:
    • Web Development
    • Digital Strategy
    • User Experience (UX) Design
    • UI Design
    • Digital Roadmapping
    • Accessibility
    • Agency of Record

    Product Cards, Rebuilt for a Luxury Catalog

    The rebuild put the card under merchandising control rather than developer control through a metafield-driven system: client-managed badge states, native color swatch linking across standalone products, an optional short description, and hover imagery with accessible alt text logic.

    Services

    As agency of record, Driver Digital partners with Foundrae as an extension of the core team, holding the codebase, the roadmap, and the day-to-day execution for a catalog where every product carries meaning.

    UK Market Expansion

    • Internationalization
    • Web Development

    UK Shopify Market for the London opening — separate entity, its own NetSuite flow. Core work was inventory logic: instead of sold-out states on pieces Foundrae would happily make, the buy button reads fulfillable inventory and presents Special Order. Plus localized ship dates, order tagging, market pricing, translations, shipping thresholds, letter-based ring sizing.

    Update Code Architecture

    • Shopify Plus Web
    • Web Development
    • +1

    Repository transfer from the previous agency, followed by a rebuilt path from local development to development store to production, removing a recurring source of friction.

    Search & Discovery

    • App Configurations
    • User Experience (UX) Design

    Retired a legacy search tool and replaced it with a solution suited to Foundrae's catalog and merchandising needs, including predictive search corrections.

    Agency of Record

    • Personalization
    • Loyalty
    • +5

    From roadmap planning to feature development and day-to-day delivery, our workstreams operate against a shared vision with ownership, transparency, and priority.

    Studios and Stores, Built to Scale

    Foundrae's retail footprint had outgrown a single stacked page. With London open and more locations ahead, the brand needed a store experience that could grow without a developer touching Liquid every time a location opens.