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Miraki Jewels
How Miraki Jewels Built a Multi-Store Online Jewellery Brand Across 8 Countries With StoreHippo
Enabling a global brand to localise every storefront on one connected AI-powered ecommerce platform
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Localised Country-specific Stores
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Central Control
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Currencies
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Languages
About Miraki Jewels
Miraki Jewels is a global jewelery brand bringing 50+ years of jewellery craftsmanship into a modern, design-led brand built around personal expression, customisation and responsible sourcing. Its collections include natural and lab-grown diamond jewellery designed around individual style and expression, with provision for customers to personalise pieces across multiple design and product attributes.
As Miraki expanded its digital presence, the challenge was to make the ecommerce experience reflect the same level of choice and personalisation customers can access at offline jewellery shops. Miraki needed a premium ecommerce experience where buyers could explore intricate product variants, customise jewellery around their preferences and budget, and complete high-value purchases with less friction.
The next priority was global expansion. Miraki wanted to serve customers across the US and GCC through region-specific storefronts, local currencies, multilingual experiences and market-relevant collections, without creating disconnected commerce operations for every geography.
StoreHippo provided the foundation for this multi-store model, bringing together advanced product customisation, multilingual and multicurrency commerce, tailored storefronts and custom buying journeys on one connected platform.
Explore how Miraki Jewels built a highly customised, localised, premium jewellery commerce experience designed to scale across multiple global markets.
Miraki’s Company Profile
Industry: Fine Gold & Diamond Jewellery
Locations: Global- United States, expanding across the UAE and the GCC (Bahrain, Qatar, Saudi Arabia, Jordan, Oman, and Kuwait)
Use Case: B2C Multi-Store Ecommerce with Global Presence
Challenge - Scaling a Highly Customised Jewellery Experience Across Multiple Global Markets
Miraki Jewels was building more than an online jewellery store. The brand needed to take a highly personalised buying experience across multiple countries while keeping product management, regional storefronts and customer journeys connected from one backend.
The challenge was to balance global scale with local relevance. Each market needed the right language, currency, collections and storefront experience, while customers still expected the depth of choice that comes with customised jewellery.
Building this model came with specific challenges:
- Scaling Across Markets Without Fragmenting Operations - Expanding into multiple countries could easily lead to separate storefronts, disconnected teams and duplicated management across regions.
- Localising the Buying Experience For Every Market - Customers across the US and GCC needed region-relevant storefronts, currencies, languages and product assortments without creating independent ecommerce setups for each geography.
- Managing Complex Jewellery Variants At Scale - Individual designs could span multiple combinations of size, metal, colour, diamond type and other attributes, making variants harder for internal teams to find, update and manage efficiently.
- Making Jewellery Selection Easier – Buyers needed an easier way to explore product options, stay within budget and understand payment choices before purchasing.
- Delivering A Premium, Brand-Specific Commerce Experience - Standard ecommerce journeys were not enough for a design-led jewellery brand. Miraki needed custom product pages, curated brand experiences and a smoother checkout journey without compromising flexibility.
Miraki needed a flexible multi-store ecommerce platform that could centralise operations, localise commerce for every market and support deeply customised jewellery buying journeys as the brand expanded globally.
Solutions
Unified Multi-Store Ecommerce - StoreHippo’s Global Multistore® Commerce Solution for Miraki Jewels
With StoreHippo’s built-in Multistore ecommerce capabilities, Miraki Jewels built an agile, scalable and connected commerce foundation for taking its jewellery brand across multiple international markets. Instead of managing separate ecommerce setups for every geography, the brand could support regional storefronts, local currencies, languages and market-specific experiences from one central control.
StoreHippo’s flexible MACH architecture and headless capabilities also enabled Miraki to go beyond standard jewellery ecommerce to offer custom product configurations, variant management, budget-led product selection and a highly tailored storefront experience. The result was a commerce setup designed to preserve Miraki’s premium brand experience while giving the business the flexibility to expand across the US and GCC.
Here is what Miraki Jewels achieved with StoreHippo:
Multi-Store Commerce for Global Expansion
Miraki leveraged StoreHippo’s native Multistore feature to build a B2C business model that could easily scale to new geographies across the US and GCC markets. Location-based stores enabled the brand to create distinct storefront experiences for individual markets while managing them through one connected backend.
This gives Miraki the flexibility to showcase market-specific collections, experiences and merchandising without building and maintaining a separate ecommerce setup for every country. As its GCC expansion progresses, the base storefront built for the USA could be replicated and customised to create dedicated stores for Bahrain, Qatar, Saudi Arabia, Jordan, Oman, Kuwait and the UAE.
Localised Shopping Across Languages and Currencies
Serving customers across different markets meant the buying experience could not remain one-size-fits-all. StoreHippo enabled Miraki to offer its storefront in English and Arabic while supporting multiple international currencies for different locations.
Miraki implemented an IP-based currency feature using StoreHippo’s native multilingual and multi-currency features.
Customised Jewellery Discovery And Buying
Miraki needed a buying journey that could handle diverse and personalised jewellery choices without making the experience feel complicated. StoreHippo’s inherent flexibility and customisable backend and frontend enabled the brand to combine product personalisation, budget-led discovery and tailored purchase journeys within the PDP.
Key customisations included:
- Budget-Based Discovery - Buyers enter a preferred budget and the closest matching product variant is automatically surfaced.
- Detailed Product Configuration - Customers can personalise attributes such as metal, diamond specifications and ring size.
- Custom Jewellery Pages - Bespoke jewellery and Seen On pages blend product discovery with premium brand storytelling and celebrity-led showcases.
- Purchase-With-Purpose Options - Custom selections can be incorporated directly into the product and purchase flow.
- Separate Variant Management - Individual jewellery variants can be searched, viewed and updated independently, making it easier to locate a specific configuration and modify its parameters without navigating through every variation of the parent product.
- Single-Page Checkout - Delivery, payment and custom cause selection are brought into one streamlined checkout flow for a faster, simpler purchase experience.
Together, these customisations make it easier for customers to narrow choices, personalise jewellery and move towards purchase without navigating multiple disconnected steps.
Connected Marketing, Tax And Payment Integrations
StoreHippo’s API-based integration capabilities enabled Miraki to connect key business tools and customer-facing payment experiences to build their tailored ecommerce ecosystem. Klaviyo for email marketing and customer communication, TaxJar to manage tax-related workflows, and Klarna on product pages helps shoppers understand available EMI and payment-plan options before checkout.
Miraki also uses custom newsletter capture experiences to grow its customer base and connect storefront activity with ongoing marketing campaigns.
Scalable Foundation for Global Expansion
Built on StoreHippo’s flexible MACH (Microservices, API-first, Cloud-native, Headless) architecture, Miraki’s ecommerce ecosystem can continue evolving as the brand enters new markets and adds more regional experiences. New Multistore® storefronts, custom frontends, local collections, payment options and checkout enhancements can be introduced without rebuilding the core commerce setup.
This gives Miraki a scalable foundation to expand across the GCC, localise experiences by market and keep adding new capabilities while maintaining one connected backend.
A Customised Ecommerce Ecosystem Built for Scalable Global Retail
Miraki’s growth story is ultimately about making a traditionally high-touch category work better online. Instead of forcing customers into a standard ecommerce journey, the brand built a highly customised ecommerce ecosystem that gives buyers more control over how they discover, personalise and purchase jewellery.
With StoreHippo’s Multistore® capabilities at the core, Miraki also gained the agility to expand its global commerce presence market by market without rebuilding operations each time. Regional storefronts can be adapted for local customers while catalogue, commerce logic and backend operations remain connected.
That balance between local relevance, central control and scalability gives Miraki the flexibility to keep growing across the US and GCC while preserving the premium, personalised experience its brand is built around.
StoreHippo is proud to support Miraki’s next phase as the brand scales its multi-store global commerce ecosystem across new markets.