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Broadening horizons with a globally renowned name in jewelry.


  • Experience Design
  • Custom theme development - Shopify Plus
  • Custom app development
  • E-commerce platform migration
  • Maintenance and evolution

Client at a glance

Effy Hematian designs with an unrivalled passion for quality.

Effy Jewelry’s global appeal is undeniable. Found in fine jewelry stores around the globe, including Macy’s and Hudson’s Bay, the designs of Effy Hematian have a timeless appeal recognized by many celebrities.

Effy Effy

Effy Hematian
Credit: Courtesy Company


Box Icon Diff Agency

Maintaining the brand’s upward trajectory while migrating from Magento to Shopify, without losing a sale.

Box Icon Diff Agency

Create a user experience that spans a wide range of demographics and key users.



Help Effy differentiate their amazing assortment from the wholesalers who also carry their products, highlighting the visual appeal.

Simplify the buying process. Build a robust yet easy to use navigation structure that allows users with broad or specific intents to discover and indulge in the world of Effy.

Project Highlights

Shine on you
crazy diamond

Diff provided Effy with an approach to redesigning the experience that started with a focused workshop to understand the needs of their customers. We challenged their product assortment, clarified their categorical hierarchy, and simplified the experience, resulting in a mobile-focused design that allows their products to shine through.


  • Scenario Mapping
  • User Personas
  • Information Architecture
  • Wireframe Design
  • Creative Design
  • Development & Implementation
  • System Integrations
  • Maintenance and Evolution


Elevating the mobile experience. Improving asset management.


25% increase in mobile conversions.


100% increase in maintenance efficiency.

“Switching ecommerce platforms is never an easy decision nor a simple task. We knew that Effy needed a partner that not only came with design and development expertise, but also a partner that would be able to solve business and operational challenges unique to us. After a long and extensive search, diff was that partner. We now have a partnership in place to continue to elevate the Effy brand and provide our customers with the best experience.”

- Mitch Ebrahimi,

Ecommerce Manager at Effy

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