Case Study | Premium E-Commerce Development
Building a Luxury E-Commerce Platform for Devji Since 1950 - Bahrain's Iconic Jewellery Brand
- Client: Bhaskar Devji Co. W.L.L
- Platform: Magento
- Industry: Premium & Luxury Jewellery
- Headquarters: Manama, Bahrain
Project Overview
Webshark Web Services is building a custom premium Magento e-commerce platform for Devji Since 1950, one of Bahrain’s most respected names in luxury jewellery. The platform is engineered to reflect the brand’s legacy and deliver a high-end shopping experience across the GCC — with real-time gold rate pricing, 360-degree product views, AR Virtual Try-On capability, multi-currency checkout, and a future-ready architecture that supports a mobile app and in-store POS integration. The project is in its final stage, awaiting the completion of product image assets before final integration and go-live.
Devji Since 1950 | A Legacy of Fine Jewellery Across the GCC
Devji Since 1950 is one of the most established and trusted names in premium jewellery across the Gulf Cooperation Council. With a history spanning over seven decades, the brand has built a reputation for exceptional craftsmanship, fine gold and diamond jewellery, and a clientele that spans Bahrain, the UAE, Saudi Arabia, Kuwait, Qatar, and Oman.
Operated by Bhaskar Devji Co. W.L.L and headquartered in Manama, Bahrain, Devji’s stores carry an extensive catalog of rings, necklaces, earrings, bangles, bracelets, and curated collections that represent both traditional design sensibilities and contemporary tastes. The brand’s retail presence in Bahrain has long been a destination for buyers across the GCC region.
As consumer shopping behaviour shifted decisively toward digital and mobile-first experiences, Devji recognised the need to create an e-commerce platform worthy of the brand — one that could present their jewellery catalog with the same elegance and sophistication their physical stores offer, while meeting the operational needs of a luxury retail business that deals in real-time gold pricing, multi-currency transactions, and international logistics.
Identifying the Challenge
Building an e-commerce platform for a luxury jewellery brand is fundamentally different from a standard retail website. Every element of the product experience — how a ring looks at different angles, how the gold price on a product reflects today’s market rate, how a customer in Kuwait sees prices in KWD while a buyer in the UAE sees AED — has to work seamlessly. For a brand like Devji, digital presentation is not just a convenience feature. It is a direct reflection of the brand’s identity.
The challenge was not simply to put products online. It was to build a platform that could deliver a premium, trust-building shopping experience for high-value purchases across multiple countries, currencies, and customer expectations — while giving the Devji team the operational tools to manage a large and complex catalog with real-time pricing dependencies.
No E-Commerce Presence for a 70-Year-Old Luxury Brand
Despite decades of brand equity and a loyal customer base across the GCC, Devji Since 1950 had no digital storefront. Customers who knew and trusted the brand had no way to browse or purchase online. In a region where luxury e-commerce is growing rapidly and consumers expect premium brands to have a digital presence that matches their in-store experience, the absence of a platform was a direct gap in both reach and revenue.
Gold Pricing Complexity Requires Real-Time Integration
Jewellery pricing — particularly for gold — is not static. It fluctuates with global markets and must be reflected accurately on every product in real time. A standard e-commerce platform has no mechanism for this. For Devji, incorrect or outdated pricing on a product page is not just an inconvenience — it is a trust issue that can cost a sale or damage the brand's credibility with high-value customers. The platform needed a gold rate update system that admin could control in real time, with the ability to automate updates based on defined time intervals.
Presenting Premium Jewellery Digitally at the Level the Brand Demands
Jewellery is one of the most visually demanding product categories for e-commerce. A customer purchasing a gold ring or diamond necklace online needs to see it from every angle, understand how it looks when worn, and trust that what they see on screen matches what they will receive. Flat product images are not enough. The platform needed 360-degree product rotation, a professional image gallery with zoom functionality, and AR Virtual Try-On capability — so customers could visualise how a piece looks on them before purchasing. Building all of this into a single cohesive product experience was a significant technical and design challenge.
Our Approach
A custom Magento platform engineered for luxury retail, built for the GCC
Webshark chose Magento as the foundation for the Devji platform — the only enterprise-grade e-commerce framework capable of handling the catalog complexity, multi-currency requirements, real-time pricing logic, and extension ecosystem a luxury jewellery brand of this scale demands. The platform was built with a premium custom design, a curated set of Magento extensions, and direct API integrations for payments, logistics, and AR Virtual Try-On — all configured specifically for Devji’s GCC market and product range.
Home Page — Brand-First Shopping Experience
A homepage designed to reflect the Devji brand at the highest level, featuring a dynamic banner slider, New Launches and Best Selling sections, Top Offers, Shop by Category (Rings, Necklaces, Earrings, Bangles, and more), Shop by Collections, and Trending Products driven by customer engagement data. Customer testimonials, a gallery section, Instagram feed integration, and social media connections complete the brand experience.
Advanced Search & Layered Navigation
A sophisticated search system with two modes — exact search for product names or codes, and product type search for broader discovery (a customer searching "gold necklace" sees all relevant results regardless of exact naming). Powered by Amasty Improved Layered Navigation, the catalog offers advanced filtering by category, price range, materials, and product attributes — giving GCC customers the kind of refined browsing experience they expect from a luxury brand.
Product Catalog & Single Product Experience
A premium product catalog with hover effects, quick-view popups, real-time stock status, MRP and offer price display, ratings, estimated delivery time, and add to cart and wishlist functionality. Each single product page features a multi-image slider, YouTube video integration, zoom-on-hover, 360-degree product rotation (using 72 client-provided images at 5-degree intervals), detailed specifications, coupon code application, size guides, and recommended product carousels — delivering a product detail experience that rivals physical store engagement.
Real-Time Gold Rate Update
A dedicated gold price management system allowing the Devji admin team to update gold rates manually or configure automatic updates based on defined time intervals (seconds, minutes, or hours — synchronized with the client's pricing source). Every gold product on the site reflects the current rate dynamically, ensuring pricing accuracy across the entire catalog at all times.
AR Virtual Try-On Integration
Integration with Mirrar, Tangiblee, or Camweara — leading AR jewellery try-on platforms — enabling customers to virtually try on rings, necklaces, earrings, and bangles using their device camera before making a purchase decision. Webshark's team processes the product image assets to create transparent cutouts in the format required by the AR platform's 2D/3D rendering engine, then integrates the try-on widget directly into each product page. This feature is included in the project at no additional cost.
Multi-Currency & Multi-Market Checkout
The platform supports nine currencies out of the box — USD, BHD, AED, SAR, KWD, OMR, QAR, SGD, and INR — covering the core GCC markets and key diaspora buyer segments. Customers see pricing in their preferred or auto-detected currency, with live exchange rate conversion. Payment is accepted via PayPal, Stripe, and CCAvenue, covering major credit and debit cards, Visa, Mastercard, Amex, and net banking.
International Shipping & Order Tracking
Integrated shipping support for DHL, FedEx, and other Magento-supported carriers — with real-time shipping cost calculation at checkout based on the customer's delivery address. Amasty Order Tracking integration gives customers live shipment status updates from within their account dashboard, reducing support queries and increasing post-purchase confidence.
Customer Dashboard & Store Operations
A comprehensive customer dashboard covering account management, order history with detailed views and warranty information, reorder and return initiation, wishlist management, address book, saved payment methods, referral and loyalty points via the Refer & Earn program, and Virtual Try-On access. The super admin module gives the Devji team full control over order processing, product and inventory management, CMS updates, customer records, gold price settings, discount codes, promotions, and analytics.
Store Locator & Brand Information
An interactive store locator powered by Amasty Find a Store — showing all Devji locations across Bahrain and the GCC on a live map with search by address or location. Supporting pages cover the brand's 70-year history, mission and values, customer testimonials, a blog and article section for jewellery care and style guides, and a contact page with inquiry form and customer service details.
Future-Ready Architecture
The Magento platform is built to support the natural next steps in Devji's digital journey — with compatibility for a dedicated iOS and Android mobile app (future development), integration with Devji's in-store POS system to connect physical and online retail, and the Virtual Try-On plugin already included. As the brand's digital footprint grows, the platform scales with it without requiring a rebuild.
The Outcome
Devji Since 1950 is completing the final stage before go-live — product image preparation. Once the photography assets are delivered, Webshark will complete the final product upload, integration testing, and launch sequence. What goes live will be one of the most technically complete luxury jewellery e-commerce platforms in the GCC.
For the first time in the brand’s 70-year history, customers across Bahrain, the UAE, Saudi Arabia, Kuwait, Qatar, and Oman will be able to browse, try on virtually, and purchase Devji jewellery online — with pricing that reflects today’s gold market rate, in their own currency, with trusted international shipping to their door.
For the Devji team, the admin panel gives them complete control over every aspect of the platform — from real-time gold pricing to product catalog management, order fulfillment, discount campaigns, and customer data — all from a single Magento dashboard.
The platform is not just an e-commerce website. It is a digital extension of a brand that has served the GCC’s most discerning jewellery buyers for over seventy years.
- Devji Since 1950 now has a digital storefront worthy of a 70-year luxury brand legacy
- Customers across 6+ GCC countries can browse and purchase in their own currency with trusted payment options
- Real-time gold pricing eliminates manual price management and ensures accuracy across the entire catalog
- AR Virtual Try-On gives customers the confidence to purchase high-value jewellery online
- The platform is future-ready for a mobile app, POS integration, and catalog expansion without rebuilding
- Admin team has complete control over pricing, inventory, orders, and promotions from one dashboard
In Their Own Words
We needed a platform that could represent what Devji stands for — not just put our products online. Webshark understood that from day one
Abhishek Prakash Kumar Devji
General Manager, Bhaskar Devji Co. W.L.L
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