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Foundrae

NYC-based fine jewelry brand Foundrae is known for a symbolic vocabulary that turns each piece into personal narrative. It is a product model that asks a great deal of a storefront. Driver inherited the codebase in early 2026, rebuilt the foundation beneath it, and delivered what that made possible: a UK market launched alongside the London store, product cards returned to merchandising control, search matched to the catalog, and a retail network that scales through content rather than code. Today we hold the roadmap and the day-to-day build as Foundrae's agency of record.

Industry:
  • Fine Jewelry
    • Services:
    • Web Design
    • Web Development
    • Digital Strategy

    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

    Driver Digital partners with Foundrae as an extension of the team, holding the codebase, the roadmap, and the day-to-day build work 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.

    Code Architecture Improvements

    • 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 the team inherited at kickoff.

    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 team works against a shared board with visible ownership, time tracking, and priority, with urgent issues typically closing within the week they are raised.

    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.