Manon Herrewijnen
Where Jewelry, Shopify, and AI Come Together
How Clever combined a modern Shopify experience with UX & Design, smart AI applications, and practical AI training for Manon Herrewijnen.
The challenge
An online store that no longer fit the brand
The existing online store was outdated and not up to date. At the same time, managing it was very time-consuming. Creating product detail pages, website copy, and social media content, in particular, required a lot of manual work. For every new product, not only did the content have to be determined, but the structure, wording, and presentation also had to be reworked.
As a result, the challenge went beyond simply creating a new design. The new platform needed to showcase Manon’s jewelry more effectively, make the product range easily accessible, and align with her current positioning. At the same time, we wanted to organize the daily content process more efficiently.
The Design
From Manon's Creativity to a Digital Identity
Manon’s new logo and positioning served as the starting point for UX & Design. Clever translated this foundation into a modern digital identity that aligns with the brand’s current identity and its target audience. One thing had to remain intact: Manon’s own creative signature.
This is reflected in the prominent role given to jewelry and photography. Manon creates her own visual content. As a result, her style remains a visible and personal part of the digital brand experience. Clever provided the structure, UX, and digital design to support this and guided the transition to the new Shopify platform. The result is not an anonymous e-commerce site, but a digital presentation that puts the product and Manon’s personality front and center.
The Online Store
Shopify as a Brand Experience and a Conversion Tool
A beautiful online store alone wasn’t the goal. Above all, the new Shopify platform was designed to help visitors discover Manon’s work. That’s why the focus was on showcasing the jewelry effectively and presenting an up-to-date selection. Collections and individual pieces are given the space they need to be viewed and explored.
The online store brings together the various facets of Manon’s work: from collections and signature designs to jewelry for special occasions. This is particularly important for products where the purchase requires careful consideration. High-quality photography, clear product information, and a polished digital presentation help visitors navigate the site. As a result, conversion was a key design principle, without compromising the brand story.
AI Transformation
No more manual writing—work smarter with AI
A new online store also presents a practical challenge: all pages must be populated with content and kept up to date. That’s why we integrated the site rebuild with AI Transformation. Clever developed Custom Skills for three recurring marketing tasks: product detail pages, general website content, and social media content.
This way, the team doesn’t have to start from scratch with a blank document every time they create a new product page. The Custom Skills provide text suggestions that align with Manon’s tone of voice and the formats of the Shopify online store. This makes AI a practical tool within the day-to-day marketing process.
The Method
We didn't start with AI, but with Manon
Step 1
Interviews
Through interviews, we identified Manon’s preferences, style, and tone of voice.
Step 2
Instructions and prompts
We translated that input into custom instructions and prompts, using writing principles from Martin van Kranenburg’s *Writing for the Brain* and principles from Cialdini.
Step 3
Testing and Refinement
We then tested and refined the process. The texts are developed with a focus on engaging copy and optimization for SEO and GEO.
Step 4
Training
Finally, we trained Manon's team on how to use Custom Skills so they can continue on their own.
The Human Factor
Manon's magic touch remains
AI does not take over the creative process. Manon still creates her own photography and imagery. Even generated texts are not posted online unchecked. Manon reviews every text, refines it, and adds her own magic touch. That human touch is a deliberate part of the process.
AI provides structure and a strong starting point, but Manon ultimately decides whether a text truly aligns with her brand, product, and customers. This way, AI isn’t just a standalone experiment, but a tool within an existing creative process.
AI Training
From Learning About AI to Working with It Independently
Technology is only valuable if people can work with it. That’s why our role didn’t end with developing Custom Skills. After the interview, setup, and testing, we trained Manon’s team on how to use them. The goal was practical: to ensure that the team could continue on their own afterward.
This means the team can now create its own text proposals for product detail pages, website content, and social media—within the agreed-upon formats and brand style, but always with a final human review. In this way, we don’t just provide technology; we also share the knowledge needed to make that technology an integral part of day-to-day marketing work.
The result
A digital environment that adapts more easily
The end result is a revamped Shopify online store that better showcases Manon’s jewelry, creativity, and brand positioning. The product lineup can be presented in a fresh and appealing way, the management system is more efficient, and for recurring marketing tasks, the team has access to Custom Skills that allow them to develop content independently.
As a result, these two changes reinforce each other. The new Shopify experience gives the brand a stronger digital platform. The AI approach then helps Manon and her team continue to utilize that platform more efficiently. And that’s exactly where AI becomes interesting: not as an end in itself, but as a practical part of how a brand operates on a daily basis.
Manon Speaks
Thanks to Clever’s AI-powered platform, I can now describe my jewelry in much greater detail than before. For example, the tools help me gather and add background information about gemstones—something I simply didn’t have time for before. As a result, my customers get more information about the jewelry they’re viewing. Working with a set format also gives me a lot of peace of mind. For me, the AI tools truly complement my own creativity.
Manon Herrewijnen
Your brand
Want to design your digital brand experience more effectively, too?
A strong online store isn't just about how it looks. It's also about how visitors discover your products and how efficiently your team can manage the platform behind the scenes.
Related Cases
Would you also like a digital brand experience that showcases your products effectively and is focused on conversion? Come brainstorm with the Clever team.
Call 010-752 39 41, or fill out the form below and we’ll get in touch with you.