Genuine Jewelry “Made in Germany” – How Aurevia Successfully Launched Its E-Commerce Business with Shopify and Its Own Jewelry Store

A fresh start from scratch, complex product data, and the goal of bringing traditional craftsmanship to life digitally: To launch the new jewelry brand Aurevia, founder Carsten Wacker needed a high-performance setup. In this case study, learn how we supported the brand’s successful market launch with our combined Shopify expertise.

The Company: Authentic Value from the “City of Gold”

Aurevia is a jewelry manufacturer based in Pforzheim, the historic “City of Gold.” The brand deliberately sets itself apart from conventional stainless steel jewelry and focuses exclusively on authentic jewelry made from recycled gold and silver.

The product range currently includes five collections: In addition to the “Luvia” line featuring cross pendants and the hinged “Imagovia” medallions for personal mementos, the portfolio includes the “Purevia” women’s silver collection, the “Tonic” men’s collection, and the “Aurevini” children’s collection with small crosses and medallions.

What sets Aurevia apart is its local value creation: The entire production process takes place at the company’s in-house workshop in Pforzheim, where a great deal of genuine handcrafted work by goldsmiths still goes into the manufacturing. This commitment to quality, sustainability, and the “Made in Germany” label forms the unmistakable core of the brand.

“We have jewelry that has real value. All the precious metals are also sustainable because we use only recycled gold and silver. What I believe is our greatest asset is ‘Made in Germany.’ Everything is actually crafted right here in our workshop in Pforzheim, the ‘City of Gold,’” Carsten Wacker tells us.

The Starting Point: From Zero to One Hundred in E-Commerce

Although founder Carsten Wacker brings 20 years of experience in the agency industry to the table, he launched Aurevia in January from a proverbial “greenfield site.” In addition to brand building, product selection, and production, the focus was on designing a professional online store.

The main challenges lay in the depth of the product data and the procedural framework. Every piece of jewelry from Aurevia is available in different alloys—ranging from silver to 8-, 14-, or 18-karat gold. This required a well-thought-out data structure for variants, weights, and dimensions to ensure error-free operation not only in their own online store but also on connected marketplaces such as Amazon.

“The biggest challenge was data quality. All the data associated with a product—the weight, size, alloy, photos. It simply took an incredibly long time until we had the appropriate data quality to post it on the website,” Carsten Wacker candidly admits.

The Solution: Shopify as the Industry Standard

To present the brand in a visually appealing way while also securing a legally compliant, comprehensive e-commerce platform, the choice quickly fell on Shopify. The deciding factors were the numerous out-of-the-box features, the integrated hosting, and the seamless integration with payment providers.

When selecting the right agency, Carsten Wacker prioritized absolute specialization:

“I wanted a dedicated Shopify expert, not someone who also works with 20 other e-commerce platforms. Latori won me over because they offered everything under one roof and already had experience with jewelry clients.”

Key Features and Tools in the Aurevia Store

To offer customers an optimal shopping experience and automate back-end processes, the Shopify store was enhanced with essential apps and features:

• Building Trust with Trusted Shops: For a young brand in the high-end segment, signals of trust are the most valuable asset. The Trusted Shops seal quickly led to a strong conversion rate and rapidly generated over 40 consistently positive reviews.

• Customer Engagement via Shopify Inbox: Instead of a traditional contact form, Aurevia uses the chat feature in Shopify Inbox, which customers actively use to ask questions.

• Logistics & Returns: The seamless DHL integration for shipping labels and the Easy Returns app automate post-purchase logistics processes and comply with new requirements, such as the mandatory “cancel order” button.

• Automated Accounting with Pathway: Pathway was integrated to smoothly handle complex Shopify payouts, payment fees, and returns. The tool automatically assigns transactions correctly and significantly reduces Aurevia’s daily workload.

• Multichannel Sales via Amazon: In addition to its own online store, Amazon was planned as an additional sales channel from the very beginning. Despite initial challenges with product attribution and handling complex product data, the integration has now been successfully completed, so that all products are listed on the marketplace and the channel is up and running.

Initial Successes and Outlook

The launch in early May was a resounding success: Despite having no prior brand awareness, the company was able to generate around 200 orders in just the first few months. Customer feedback has been consistently positive, and sales figures are rising steadily.

Aurevia has clear growth goals for the future: The company aims to further scale up orders and increase the average cart value through strategic cross-selling. In addition, the women’s product portfolio will be expanded later this year. Another focus is on building the brand through social media and preparing for new e-commerce trends, such as optimizing structured data for AI-based product searches.

“We want to keep growing and scaling up. (...) At the beginning, there was a very strong focus on the online store, and now it’s time to breathe some life into the brand and raise its profile.”

3 Takeaways for You as an E-Commerce Retailer

Drawing on his experience from the intensive early stages of launching his store, the founder of Aurevia offers three key pieces of advice to other online retailers:

1. Product data is everything: Meticulously maintain SKUs, dimensions, images, and descriptions from day one. Adding this information later takes a disproportionate amount of time—especially when integrating with marketplaces like Amazon. In the jewelry sector, top-quality, high-resolution product images are also essential.

2. Don’t underestimate the importance of your marketing strategy: A store doesn’t sell itself. A clear strategy for SEO, Google Ads, and social media is essential for generating sustainable visibility.

3. Automate your accounting early on: As soon as the first orders and returns start coming in, your accounting can quickly become overwhelming. Implement tools like Pathway before your order volume spikes.