Australian-born Francesca Jewellery has launched its own personalisation tool for shoppers on its website.
The ‘Create Your Story’ tool allows customers to design their own bespoke necklaces or bracelets, covering desired metal tones, chain styles, charms, lcokets, and engravings.
Francesca’s co-founders Hannah and Rachel Vasicek said they noticed a gap in the market and decided to tackle this in a bid to stand out against competitors.
The personalisation tool officially launched on April 3 this year, ahead of its Mother’s Day campaign. This release coincided with the debut of its Soldering Collection, which allowed customers to build bespoke pieces such as soldered charm pieces onto necklaces and bracelets.
In the lead-up to Mother’s Day, the tool saw thousands of unique sessions according to the sisters, and its interface helped increase conversion rates and average order values.
“It has since generated strong repeat usage, with customers returning to create multiple designs across occasions like birthdays, anniversaries and births,” they said.
According to the sisters, it took 12 months to build, refine and test the new tool. The project began with a vision from its leadership and product teams, and was executed by a cross-functional group including Francesca’s web developer, jewellery designer, and production team.
“The tool was custom-built from scratch using a combination of modern front-end frameworks and integrated directly into our Shopify-based platform through bespoke APIs,” the sisters added.
Hannah and Rachel said the personalisation tool has significantly enhanced the overall shopping experience on its website.
“Customers who engage with the tool spend more time on-site, have higher basket values, and exhibit stronger emotional connection to their purchase – turning gifting into a co-creation moment,” they said.
“Compared to standard product browsing, the tool increases average order value by approximately double and has contributed to a rise in customer retention and positive post-purchase feedback. The ability to visualise their creation before checkout helps reduce purchase hesitation and has led to fewer customer service queries or returns.”
Once a customer has paid for their design, it is then crafted and sent off within three days, developed and finalised by its in-house team. This includes quality checks, engraving, and soldering where needed.
The sisters said the tool will continue to evolve with new features ahead. This includes live previews of engraved handwriting, more charm and chain options, and the potential to launch a gifting preview function.
“Most importantly, the response from our community has been overwhelmingly positive – reinforcing that co-creation is not just a feature, but a fundamental part of the Francesca experience.”