Allum & Sidaway

January 15th, 2020

Velox helped Allum & Sidaway launch online echoing their impressive in-store experience and incredible reputation within the jewellery industry, as well as entering into the Bridal industry.

Project duration

~ 3 month initial build Ongoing support, SEO, and development retainer

  • In a modern world, businesses need to be continually moving with trends and keeping up with technology to survive in an increasingly competitive landscape.

  • Allum & Sidaway needed to bring their impressive in-store experience and incredible reputation into the online market and provide the same level of experience and service a customer would receive in-store.

  • Your online store is another shop window for the world to view. So it makes absolute sense that it should echo the style, quality and retail experience that the physical stores offer.


Working in collaboration with design agency Ardour we created a bespoke luxury eCommerce website that showcased their entire product catalog from all 5 of their unique stores. Focused on improving brand visibility in local areas to drive more Organic Search users into physical stores and to make online purchases. The stock availability and sales were integrated with their in-store POS system so everything that happened online was in sync with the rest of the business. We provided an array of payment methods and delivery options to customers including Click & Collect and Interest Free Credit.

Business effects
  • Increased organic search traffic to website by 117%

  • Increased revenue by offering items for sale online

  • Sales online picked up in-store give additional touch points to improve customer experience

  • Increased local search traffic directing online search customers to stores

  • Improved brand presence and online awareness

  • More payment and delivery flexibility for customers

System Architecture


Magento 2 Store

  • The latest version of Magento powers Allum & Sidaway's online store.

Bespoke Magento 2 Theme

  • A bespoke theme was designed for Allum & Sidaway based on their existing branding, then developed using a mobile first methodology the latest web technology and integrated into Magento.

2-way POS Integration

  • Sales and Stock information is passed between the in-store POS system and the Magento database keeping the online store in sync with the rest of the business.

Bespoke Page Builder components

  • We created re-usable components in order to give flexibility in page design and ease of development when creating new pages, speeding up time spent on new content and allowing us to train Allum & Sidaway staff to handle content management.

Enhanced Search Functionality

  • Enhanced search features allow customers to filter and search for exactly what they’re looking for

Click & Collect

  • Customers can pay online, and collect in store at a time that is convenient for them, this gives Allum & Sidaway additional touch points with the customer to improve their overall buying experience.


  • Apple Pay, Google Pay

  • Credit or Debit Card payments via Elavon payment gateway

  • Interest free credit payment by V12 available directly through checkout

  • V12 Retail finance calculators are available on product pages to get a feel for packages and estimated costs prior to purchase

Store Finder

  • Customers can see more information about a store, opening times, and what services they offer. This helps drive online traffic into physical stores, as well as showcasing their beautiful and unique interiors and shopfronts.

Mailchimp integration

  • New customer accounts are added to a Mailchimp subscription (on an opt-in basis) in order for marketing and promotion emails to be created via Mailchimp.

Search Engine Optimisation

  • Continuous research, competitor analysis, experimentation and content creation on targeted keywords and topics helps to generate more inbound organic traffic, and provides customers with a useful source of information for helping purchase high value products.



“Velox exceeded our expectations for quality, service, and speed. We communicate via email, biweekly phone meetings, and the team’s service desk. The Magento site has increased revenue and led to noticeable in-store traffic.” 

Jack Allum - Allum & Sidaway

Read full review (Clutch)

Ready to build something amazing?

We’d love to hear about your business and discuss how we can develop solutions to help you get ahead.