Built by Corey / Proposal for Ebony Jewellers
Current site  ↗ Open live preview  ↗
✿ Proposal · prepared for Ebony Jewellers · 25 May 2026

A few specific fixes for ebonyjewellery.com

Ebony Jewellers · Chichester · website rebuild. I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out on the live site in ten minutes. Three findings below, then a working rebuild you can click through.

Open live preview  ↗ Read the three findings Reply to the proposal
Address · 20 South Street, Chichester PO19 1EJ Trading since · 1983 Family · Simon Tilley, with sons Cian and Seamus
The black-and-gilt corner shopfront of Ebony Jewellers at 20 South Street, Chichester, with the gilt-scroll wordmark crest
20 South Street · Chichester · since 1983

Forty-two years on South Street. Father to two sons. Bespoke designed and made on the premises. Open the live preview  ↗

Three findings, ordered by revenue impact

What the current site is leaving on the table.

A walk-through of the live ebonyjewellery.com on 25 May 2026.

01

The Open Graph image is the brand wordmark logo, not the shopfront.

What I saw
Every link to ebonyjewellery.com shared in WhatsApp, iMessage, Slack, LinkedIn, or any preview-rendering app unfurls under the file "Header_Brand_Logo_2500_x_1330_px_42b62c79-e3e7-425a-8bd7-8913bda31404.png". A 2500x1330 logo PNG sitting on a Shopify CDN, not a photograph. The black-and-gilt corner shopfront at 20 South Street is one of the most recognisable buildings on the South Street parade. A passer-by who has seen the gilt-scroll "EBONY JEWELLERS" crest can recognise it instantly. The unfurl shows none of that. It also serves the og:image as http://, not https:// (the secure_url is set separately; many unfurlers default to the canonical og:image and ignore the secure_url).
Cause
The Shopify default takes the storefront logo, sizes it for OG, and points the og:image meta at the CDN. The theme has not been overridden to pick a featured photo per page. The same wordmark PNG is shared by every product page, every collection page, the homepage and the about page.
After rebuild
After rebuild: the og:image is the dusk-light shopfront photograph at 1200x630, hosted on https with the matching twitter:image and twitter:card="summary_large_image". The card shows the black timber, the gilt scroll, the bay window, the lit-up sign. The forwarded link earns the click before the recipient even taps through.
02

There is no LocalBusiness or JewelryStore schema on the homepage.

What I saw
View source on ebonyjewellery.com and the only application/ld+json blocks present are a single-item BreadcrumbList (just "Home"), and a WebSite block with a SearchAction. There is no LocalBusiness, no JewelryStore, no Store, no PostalAddress, no openingHoursSpecification, no telephone, no AggregateRating. The site has 657 reviews on the bespoke-design page and 300+ on Google, and Google has no way to associate them. Search for "engagement ring jeweller Chichester" and the rich-result entries go to the bigger high-street chains who do have the markup; Ebony shows up as a plain blue link with a generic description.
Cause
The Shopify theme ships a default WebSite schema and a per-page Breadcrumb schema, and that is the end of the structured-data story unless an app is added. The store has not added one. The free reviews live in Shopify-app silos that never make it back into the page-level schema graph.
After rebuild
After rebuild: a full LocalBusiness graph in JSON-LD at the bottom of every page, with @type ["JewelryStore", "Store", "LocalBusiness"], the full PostalAddress, the E.164 telephone (+441243776678), the email, the openingHoursSpecification for the Monday-to-Saturday 09:30 to 17:00 hours, the founding date (1983), the founder (Simon Anthony Tilley), and the AggregateRating block populated from the existing review count. Plus a FAQPage block linking to the page-visible FAQ, so the "do you make rings in-house" question can appear as a rich result on Google directly.
03

The forty-two-year heritage and the father-to-sons succession story is buried.

What I saw
The homepage opens with a Shopify hero banner ("Timeless Elegance & Vintage Charm") and a product carousel. The story of Simon Tilley opening the shop in 1983, building a forty-year reputation curating Victorian and Edwardian pieces, and his sons Cian and Seamus taking the bench into modern bespoke design, lives two clicks deep on /pages/about-us and /blogs/meet-the-family. The customer choosing between Ebony and the chain jeweller two streets away has no way to see, on the first page they land on, that this is a father-and-two-sons shop with 42 years on South Street. The about page itself is a single column of justified text on a default Shopify template, no portrait of the family, no timeline, no quote.
Cause
A Shopify storefront defaults to product-first. Heritage content gets relegated to a page in the nav. The reviews and the family story (the things that actually differentiate Ebony from Beaverbrooks or H Samuel two streets away) never reach the homepage.
After rebuild
After rebuild: a dedicated heritage block in the top half of the homepage. Eyebrow reads "Father to sons, 1983 to today". H2 leads with "1983. Simon Tilley opens at 20 South Street. Forty-two years on, the boys run the bench." A typographic timeline on the right column anchors 1983, 1984 (Ltd), 2017 (Mary on the board), today (Cian + Seamus on the bench). A pull quote from a real review names a son by name. The 657-review track record gets a single mention as a number, not a marketing line. The shop on South Street stops being implied by the title tag and becomes the second-strongest moment on the page after the hero photograph of the actual shopfront.
Pricing

Fixed price, no hourly billing, no surprise upgrade tier.

£2,000
Fixed for the rebuild. One-off.
£150
Per month for hosting and ongoing care, including a monthly refresh of new bespoke commissions or new antique pieces.
£50
Optional. Embedded chatbot trained on the questions Cian and Seamus answer at the counter (bespoke turnaround, ring resizing, watch service, gold buying rates, Klarna).

No retainer. No contract. No in-person visits, fully remote from Switzerland.

Next step

If the proposal lands, reply with two or three twenty-minute slots in the next ten days for a video call.

I take on three South-Coast builds this quarter, and first confirmed wins the slot. If I do not hear back by 4 June 2026, the proposal site comes down.

See the live rebuild  ↗
A working preview you can click through.
Opens in a new tab. Best read on a phone first, then a laptop.