SOVA is one of Ukraine's most recognizable jewelry brands: in-house collections, designer collaborations and a chain of brand stores. ANIART built an online store for the brand that works in tandem with retail and sells emotion as well as an in-store consultant does.
Context: a jewelry brand with a strong retail network
SOVA means a recognizable style, collaborations and a chain of brand stores across the country. For a brand like this, online is not just a catalog but an extension of the storefront. Jewelry buyers decide emotionally, and the digital channel has to support that feeling rather than reduce the product to a row in a table.
Online as part of the brand experience
Jewelry is bought both online and in store — often within a single decision: seen in the app, tried on in the boutique, ordered in whichever way is convenient. So the store was designed from the start as part of an omnichannel experience, not as a separate "site alongside."
The challenge: selling emotion through a screen
The main challenge is to convey a piece's value on screen without losing the "magic" of the physical product. That requires premium presentation of every item, fast and precise navigation, and a link to the store network where the customer can see the piece in person.
| Channel | Role in the brand experience |
|---|---|
| Online store | Collection catalog, new arrivals, collaborations, online payment and delivery |
| Brand stores | Fitting, consultation, pickup and service |
| Together | One assortment and one brand voice across every touchpoint |
Approach: a premium storefront and fast navigation
We focused on product presentation and speed: collections, new arrivals and collaborations live in managed content blocks, while the path to purchase is cut to a few clicks. The brand manages the storefront itself — without developers for every seasonal update.
- Designed a collection catalog with fast navigation by jewelry type.
- Built managed showcases for new arrivals and collaborations for the brand team.
- Linked online with the store network into a single omnichannel experience.
- Connected online payment via LiqPay and delivery integrations.
- Provided technical support and regular releases of new features.
What we built
Collection catalog
Fast navigation by jewelry type and premium presentation of each item.
New-arrival showcases
Collaboration and new-arrival content blocks managed by the brand.
Omnichannel
Online purchases and brand stores complement each other.
Online payment
LiqPay and delivery integrations for convenient checkout.
Architecture and technology
The store runs on a PHP and MySQL stack with online payment via LiqPay. The content model lets the brand manage collections, new arrivals and collaborations on its own, and the architecture is ready for seasonal peaks — from collection drops to the pre-holiday rush.
Result
The brand got an online channel that matches the product's level: fast, precise in the details and ready for seasonal peaks, working in tandem with the store network. We continue to provide technical support for the project.
Growing a jewelry or fashion brand and want online that matches your product? Browse our other projects or get in touch.
