Heritage Jeweller Boutique Site
Brand + WhatsApp-first landing site for Soni Khimraj Lalji Jewellers, a 25-year jewellery house in Ghatkopar West, Mumbai. Next.js + Tailwind on Vercel, shipped in two weeks.
The Problem
Soni Khimraj Lalji Jewellers has anchored Jivdaya Lane in Ghatkopar West for more than twenty-five years, with master karigars crafting Kundan, Polki, hallmarked gold, and Basra-pearl pieces by hand across generations. The shop runs on trust, walk-ins, and word of mouth, but the moment a customer searches 'Ghatkopar jeweller' or asks for the brand by name, the absence of a web presence costs credibility against newer, less-experienced storefronts that show up first. The business model also does not fit a generic e-commerce template: high-ticket bridal sets and one-of-a-kind heritage pieces are priced and reserved through conversations with Mr. Soni, not added to a cart. The brief was a landing site that would carry the family's heritage online, surface in local search, and route every interested visitor cleanly into the existing WhatsApp and walk-in sales motion, without forcing the shop to operate like a marketplace.
The Solution
Apex36 delivered the full brand and web stack in roughly two weeks: a single-page landing built on Next.js, TypeScript, and Tailwind CSS, deployed on Vercel for edge delivery and image optimization. Every conversion path is intentionally WhatsApp-first — collection catalogues, the daily 22K gold rate, private viewings of reserved pieces, and general inquiries all open a pre-filled WhatsApp message to Mr. Soni, who typically replies within ten minutes. The scope covered brand asset preparation (logo lockups and transparent PNG variants for dark and light surfaces), editorial copywriting across the heritage story, three flagship collections (Shahi Dulhan, Heritage Gold, Nakshatra Diamonds), and trust education on BIS Hallmark HUID and the diamond 4Cs. The Shrestha Ratna spotlight — the Nizam's Emerald Choker (84.5g, 22K, Colombian emeralds, Basra pearls, 200+ artisan hours) — anchors the page as a hero piece. Product photography was curated for web delivery, and the site shipped with local SEO, schema-tagged business details, and embedded Google Maps directions to drive Ghatkopar footfall.
Features
Next.js + Tailwind on Vercel
Server-rendered single-page landing on Next.js with Tailwind CSS, deployed to Vercel. Edge cache and built-in image optimization keep first paint fast on mobile, where most jewellery research now happens.
WhatsApp-first conversion design
Every CTA — collection catalogues, daily 22K gold rate, private viewing requests, general inquiries — is wired straight to Mr. Soni's WhatsApp. No cart, no checkout, no platform tax; the high-trust in-person sales motion stays intact.
Brand asset preparation
Logo lockups and transparent PNG variants prepared for dark and light surfaces, so the same brand reads cleanly across the site, WhatsApp profile, Google Business profile, and any future print or signage use.
Editorial content architecture
Heritage story, three flagship collections (Shahi Dulhan, Heritage Gold, Nakshatra Diamonds), Signature catalogue, and a Shrestha Ratna spotlight on the Nizam's Emerald Choker — written to read as an editorial rather than a product brochure.
BIS Hallmark + 4Cs trust education
Dedicated sections on BIS Hallmark / HUID purity certification and the diamond 4Cs sit alongside the catalogue. Customers arriving from generic searches land informed, which converts better in person and on WhatsApp.
Local SEO + Google Maps integration
Schema-tagged business details, embedded Google Maps directions to Shop No 9, Dr. Lakhani Estate, and keyword targeting for 'Ghatkopar jeweller' and brand-name searches. The 25-year-old business now shows up alongside its own reputation online.
Results / Impact
from brief to live brand + landing site.
now ranks for Ghatkopar jewellery and brand-name searches.
more inquiries routed straight to Mr. Soni post-launch.
production site continues to drive footfall and WhatsApp conversations.
FAQ
SKLJ sells high-ticket bridal sets, Kundan and Polki masterpieces, and one-of-a-kind heritage pieces that are priced and reserved through conversations with Mr. Soni, not added to a cart by a stranger. An e-commerce build would have added platform overhead, trust friction, and order-management complexity without changing how the shop actually closes deals. A single-page landing that routes every visitor into WhatsApp or a Ghatkopar walk-in matched the business model exactly.
Every conversion surface on the page — collection catalogues, the daily 22K gold rate, private viewing requests, general inquiries, and the persistent 'Chat with Mr. Soni' CTA — opens a pre-filled WhatsApp message to the shop number. The promise on the page, 'Mr. Soni usually replies within 10 minutes,' sets expectations honestly. No forms, no email funnels, no account creation; just the existing conversation channel that closes business in person.
End-to-end: brand asset preparation (logo lockups and transparent PNG variants for dark and light surfaces), Next.js + TypeScript + Tailwind frontend build, editorial copywriting across the heritage story and three flagship collections, BIS Hallmark and 4Cs trust education sections, product photography curation, local SEO setup with schema and Google Maps integration, and domain plus Vercel deployment. Yash Soni led the engagement; the repo yashsoni369/soni-khimraj-lalji-jewellers is public on GitHub.
The landing carries the full address (Shop No 9, Dr. Lakhani Estate, Jivdaya Lane, Ghatkopar West, Mumbai 400086), business hours, embedded Google Maps directions, and structured-data tags so the page surfaces in Google's local pack and brand-name searches. Combined with the 25-year heritage copy and the WhatsApp CTA, intent-led visitors land on a page that converts to either a walk-in or a WhatsApp conversation within seconds.
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