Ravel Watches
Ravel Watches
Building one Shopify store that sells to the public and the trade, each at their own price point.
Ravel is a family watch and clock brand that has sold to shoppers and to trade buyers for years. Those two audiences want different things from the same catalogue: a shopper wants a watch, a wholesaler wants their trade price, bulk ordering and access to special deals. We built Ravel a custom Shopify theme that recognises who is logged in and serves each of them the store they came for.
The Nitty Gritty
- ServicesE-commerce / Web Design
- CategoryRetail
- TypeShopify
What we did for Ravel Watches
At a glance
One catalogue, two prices
A single Shopify store with dynamic retail and wholesale pricing.
Built for how the trade buys
A streamlined wholesale ordering experience.
Easy filtering
Fast, intuitive filtering by colour, strap and style.
Custom build
A bespoke Tailwind-powered Shopify theme.
Magento migration
A streamlined migration from Magento to Shopify.
Easy for trade
A built-in trade application process that automatically unlocks the wholesale experience.
Tell me more...
One catalogue, two prices
A trade customer logs in and the store changes around them. We use Shopify's customer tags to tell a wholesaler from a shopper, and the theme responds: trade pricing appears where retail prices were, wholesale-only products come into view, and trade discounts apply at the cart. The public never sees the trade prices, and the trade never has to hunt for them. It is one storefront doing two jobs, decided at login.
Built for how the trade buys
Wholesalers don't browse, they reorder. We built a bulk quick-order list so a trade buyer fills a basket by code and quantity in one screen instead of clicking through product pages. Approved accounts can buy on credit terms rather than paying up front, and product spec downloads sit on the pages that need them, pulled from Shopify metaobjects so the team manages them as content.
Finding a watch by how it looks
People shop for a watch by eye, not by SKU, so the store lets them filter by colour, strap and style and see the range narrow to match. The filtering is AJAX, so choosing a colour or a strap type re-renders the results in place without a page reload, colour swatches stand in for words, and each choice updates the URL so a filtered view can be shared or bookmarked. On a catalogue of several thousand watches, it is the difference between finding one and giving up.
A theme built from scratch
This is a bespoke theme, built using Tailwind rather than adapted from an off-the-shelf one, so the storefront is Ravel's own and the trade logic is woven through it rather than bolted on. Collections organise the range by who a watch is for, and the whole store runs in multiple currencies and regions for customers beyond the UK.
Moved off Magento, without the baggage
Ravel came to us on Magento, with several thousand products behind it. We migrated the catalogue across to Shopify and onboarded the existing customers, so the trade accounts that the pricing depends on carried over rather than starting from nothing. We left the old order history behind on purpose: it is weight a new store doesn't need, and keeping it would have complicated the move for no real gain.
Applying to trade, handled
Becoming a wholesaler is part of the store, not an email thread. Visitors who aren't trade see a prompt to apply or to log in, the application runs through the site, and once an account is approved and tagged, the trade experience switches on for them the next time they sign in.
