A ray of sunshine for ethical jewelry

THE RAYY uses world-first technology to inscribe messages of light into recycled gold jewelry—secret messages that only sunlight can reveal. To match their product, they needed an innovative platform to help them sell online.

The Challenge

THE RAYY’s products are one-of-a-kind – but their ecommerce platform was not.

Originally launched on BigCommerce, their online store had become too challenging to manage. THE RAYY’s unique product modeling needs (ethical, sustainable, personalized messages) required a powerful solution that only headless technology could offer.

“We couldn't maintain it anymore,” says THE RAYY co-founder Yuliy Schwartzburg. “It took too much time to shape our website into what we needed.”

With a new collection coming out, THE RAYY decided to redesign their website – but ran into the same technical issues.

“I saw that adding a new collection [with BigCommerce] would be tons of work. That solidified my decision to replatform.”

Knowing they needed a unique online experience to sell their products, they started researching headless solutions. That's when they found Swell.

The Rayy jewelry modelled on hands

The Solution

Swell made it possible to design a beautiful experience to match THE RAYY’s jewelry: unique and lovingly-crafted.

And it wasn't just better for customers. Swell’s flexible back end, out-of-the-box features and intuitive dashboard made it easier for THE RAYY’s team to add new products, manage old ones and update their store with each new collection – all without the hassle of hacking systems together.

Today, THE RAYY is a global brand selling products in three different currencies and shipping to customers around the world. Swell’s built-in multi-language and multi-currency features were key in optimizing these operations, features most headless platforms don't offer out-of-the-box.

“Swell was very easy to work with. I could get all the information out of the backend very easily, and you could tell it was something that was thought about from the beginning. Nothing was hidden behind a wall.”

What made Swell "the one"

  • Unlimited product modeling
  • Out-of-the-box multi-currency
  • Out of the box multi-language
  • Extensive Developer resources
  • Access to the backend and being able to easily add/change custom properties, options and attributes
  • Access to Support team and extensive communication

The Results

Growing a DTC Brand

THE RAYY’s transition to Swell’s headless architecture meant they could list more products, and do it faster.

Swell’s admin features and unlimited modeling capabilities made it easy to integrate data and add new products and features, which had previously been a time-consuming and painful process.

Without the headaches of store maintenance, THE RAYY were empowered to do what they do best: sell beautiful, ethical gold and diamond jewelry. They quickly grew to three collections and saw their business grow to an international customer base, without eating into corporate budgets.

We are really happy with where our site is now. Other jewelers compliment us all the time.
Yuliy Schwartzburg, THE RAYY Co-founder

Take ecommerce to the next level with Swell