How did we build this project?
Project overview
FIRESC is a Romanian diamond jewellery manufacturer that sells both its own finished pieces and loose certificated diamonds sourced from international suppliers. That mix is unusual for e-commerce: a ring is a configurable object whose price depends on metal, purity and central stone, while a diamond is a one-off item that exists only until someone buys it. We built the platform on nopCommerce 4.90 with PostgreSQL, running a bilingual Romanian and English storefront on a catalogue of over 760,000 products — most of them diamonds, synchronised automatically from several suppliers, each with its own feed format and pricing rules.
Beyond the storefront itself we built a ring configurator that lets customers combine a setting with a stone in either order, combination-based pricing so the displayed price always matches the exact configuration, and product feeds for Doofinder, Meta, Google Ads and Google Merchant Center — all generated from the same pricing logic the site uses, so advertised prices provably match the landing page.
The hardest work was not the features but the scale. Browsing a 240,000-product category was brought under a second through query restructuring and caching. Image delivery was moved off the application, removing 83% of image requests. The Meta catalogue export went from 565 MB and four hours to 774 KB and under thirty seconds. Home page imagery dropped from 7.7 MB to 139 KB. Recurring outages were traced to real root causes — a single database row updated by every crawler request, and static files traversing the full application pipeline — and closed rather than restarted around. The result is a platform where a diamond arrives, is priced, is advertised and is sold without anyone touching it.
Click & Collect
Offline retailer
Facebook Catalog
Google Analytics 4
.png "Tag Image firesc.com Image 5 noptech")
TBI Payment method
The FIRESC homepage was designed to present the brand as a premium destination for engagement rings, wedding rings, diamonds, and bespoke jewellery while giving customers clear paths into the most important shopping journeys.
The page opens with a large Engagement Ring hero section that introduces the custom ring-building experience. Customers can begin either by selecting a ring setting or choosing a diamond first, with quick access to popular diamond shapes such as round, oval, cushion, emerald, pear, princess, and marquise.
A dedicated benefits section immediately highlights key customer advantages including purchase security, premium packaging, insured delivery, and post-purchase services.
Further down, the Bespoke Jewellery section introduces FIRESC's custom design service, combining product photography with hand-drawn jewellery concepts to reinforce the craftsmanship behind the brand. Dedicated category blocks for Engagement Rings, Wedding Rings, and Jewellery provide direct entry points into the main product collections.
The Creators of Unrepeatable Moments section focuses on FIRESC's heritage and craftsmanship, using workshop imagery to communicate the handmade character and attention to detail behind each piece.
A large New Models product carousel showcases recently added jewellery directly on the homepage, allowing customers to quickly discover new designs together with pricing and delivery information.
The page also introduces FIRESC's physical locations through the Spaces of Experience section and includes customer reviews to strengthen trust and social proof.
Visually, the homepage combines an elegant editorial layout with soft neutral tones, deep purple typography, high-end jewellery photography, generous spacing, and subtle luxury details. The result is a refined digital storefront that balances brand storytelling, product discovery, and conversion-focused e-commerce functionality.
The Natural Diamonds category page was designed to make browsing a very large diamond catalog simple, visual, and easy to navigate.
At the top of the page, customers can quickly filter diamonds by shape, including popular cuts such as Round, Princess, Pear, Oval, Marquise, Emerald, and Cushion. This provides an immediate visual way to narrow down the catalog before exploring individual stones.
The main section uses a clean multi-column product grid with large diamond imagery, allowing customers to compare stones directly from the listing page. Each product card presents the most important information, including the diamond type, specifications, price, and availability, while keeping the overall interface minimal and focused on the product itself.
The catalog supports a large volume of products while maintaining structured navigation through sorting, filtering, and pagination. This is especially important for FIRESC, where the diamond inventory contains hundreds of thousands of items synchronized from external diamond suppliers.
The page is intentionally image-driven, helping customers visually compare different cuts and stones before opening the detailed product page. Consistent spacing, neutral backgrounds, elegant typography, and restrained use of the FIRESC purple brand color keep the experience aligned with the premium visual identity of the website.
Additional trust-building elements, including customer reviews and newsletter subscription, are integrated further down the page without distracting from the primary product discovery experience.
The result is a scalable and user-friendly diamond catalog that transforms a very large inventory into a structured shopping experience suitable for both customers who already know exactly what they are looking for and those who are still exploring their options.
The Wedding Rings category page was designed to provide a clean and elegant browsing experience for couples exploring FIRESC’s collection of wedding bands.
The page opens with a concise introduction to the collection, followed by filtering and sorting controls that help customers quickly narrow down the available designs according to their preferences.
Products are presented in a spacious multi-column grid with large, high-quality imagery that keeps the focus on the rings themselves. Each product card includes essential information such as the model name, price, available variations, and estimated delivery time, allowing customers to compare different options directly from the category page.
The collection includes a wide range of styles, from classic polished bands to more detailed designs featuring diamonds, textured surfaces, mixed metals, and decorative finishes. Presenting both rings together in many of the product images also helps customers better understand how each design works as a matching pair.
The minimal layout, generous white space, refined typography, and subtle FIRESC brand accents maintain the premium visual language used throughout the website while ensuring that even a large product catalog remains easy to explore.
Pagination, customer reviews, and newsletter subscription are integrated into the lower part of the page, extending the shopping experience without distracting from the primary goal of product discovery.
The result is a sophisticated and conversion-focused category page that allows customers to browse a broad wedding ring collection comfortably while preserving the premium character of the FIRESC brand.
The Engagement Ring Product Page was designed as a complete configuration and purchase experience, allowing customers to personalize their ring before continuing with the diamond selection process.
A large product gallery keeps the ring at the center of the experience, with multiple images and video content available for closer inspection. Alongside the gallery, customers can immediately see the product name, current and previous price, production information, estimated delivery time, and insured shipping benefits.
The main configurator guides the customer through the available options step by step. Users can select the preferred metal purity, choose between white, yellow, or rose gold, define the central stone shape, and select the appropriate ring size directly from the product page.
Once the configuration is complete, the customer can continue through the Select This Setting action, making the page an integral part of FIRESC’s custom engagement ring journey rather than a standard add-to-cart product page.
Additional reassurance is provided through sections highlighting exceptional quality, timeless design, durability, and craftsmanship. Detailed information about the ring, packaging, gifting options, showroom consultations, certification, materials, and transport is presented without overwhelming the main purchasing flow.
A dedicated craftsmanship section reinforces the handmade nature of the jewellery with workshop imagery and direct calls to book a consultation or visit a FIRESC showroom.
The overall layout combines complex product configuration with a clean and premium interface, making it easy for customers to understand their options while maintaining the refined visual identity expected from a luxury jewellery brand.
The Bespoke Jewellery page was designed to present FIRESC’s custom jewellery service as a guided, personal journey from the first idea to the finished piece.
At the top of the page, the entire bespoke process is explained in six clear steps — Idea & Budget, Our Suggestion, Order Confirmation, Consent, Production, and Delivery — helping customers understand exactly how a one-of-a-kind jewellery project is created. A prominent call to action allows visitors to submit a bespoke jewellery request directly from the page.
A dedicated benefits section highlights the key values behind the service, including individually tailored designs, expert craftsmanship, ethically sourced materials, and timeless quality.
The Your Story. Our Craft. section reinforces the emotional and personal nature of bespoke jewellery, combining elegant editorial typography with workshop photography to show the craftsmanship behind every piece.
Further down, the Design Without Limits section introduces the creative possibilities of the service and encourages customers to book a consultation. Video content and close-up workshop imagery help communicate the complexity, precision, and artistry involved in producing custom jewellery.
The Bespoke Creations gallery showcases real examples of the design and manufacturing process, from digital concepts and certified gemstones to workbench preparation and the final presentation of the finished jewellery. This provides customers with a visual understanding of how an idea develops into a unique piece.
A strong consultation section at the bottom of the page provides direct access to FIRESC’s specialists through working hours, telephone, and email, making it easy for customers to begin their own project.
The result is a premium storytelling and lead-generation page that transforms a complex custom jewellery service into a clear, approachable, and highly personal experience while emphasizing FIRESC’s craftsmanship and attention to detail.
The FIRESC Showrooms page was designed to connect the online shopping experience with the brand’s physical locations and personal consultation services.
The page highlights FIRESC’s showrooms in Bucharest and Constanța, presenting each location with dedicated photography, address details, opening hours, contact information, and clear calls to action for directions or appointment booking.
A large interactive map helps customers quickly understand where the showrooms are located and makes the transition from online browsing to an in-store visit simple and intuitive.
Throughout the page, customer reviews are prominently featured to reinforce trust and demonstrate the level of service customers can expect when visiting FIRESC. These testimonials provide valuable social proof while complementing the premium visual presentation of the brand.
A dedicated Private Diamond Consultation section encourages customers to book a one-to-one appointment with FIRESC specialists. This supports customers making high-value purchasing decisions by giving them direct access to professional advice and personalized assistance.
The visual design combines elegant showroom photography, generous white space, refined typography, and FIRESC’s signature purple accents. The result is a sophisticated location and consultation page that strengthens the connection between the brand’s digital platform and its in-person customer experience.
.png "Usage Technologies firesc.com Image 1 noptech")
.png "Usage Technologies firesc.com Image 2 noptech")
.png "Usage Technologies firesc.com Image 3 noptech")
.png "Usage Technologies firesc.com Image 4 noptech")
.png "Usage Technologies firesc.com Image 5 noptech")
