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Britain's Oldest Jeweller

How Gatwards of Hitchin Established 1760 Escaped Platform Restrictions with a Custom WooCommerce Solution

BigCommerce to WooCommerce Migration

Successfully migrated a heritage jewellery business from restrictive BigCommerce SaaS platform to flexible WooCommerce, eliminating monthly platform fees and unlocking unlimited customisation for product pages, payment gateways, and SEO optimisation.

Bespoke WooCommerce Plugin Development

Developed a fully custom V12 payment gateway plugin using PHP, JavaScript, and HTML/CSS, enabling finance payment processing unavailable on BigCommerce or through standard WooCommerce extensions, perfect for UK businesses requiring specific payment providers.

Jewellery eCommerce Website Design

Built a conversion-focused WooCommerce jewellery store with custom product fields, high-resolution image galleries, detailed product pages, and fully customised WordPress setup allowing self-management ideal for luxury retail requiring detailed product presentations.

Website & Project

Gatwards of Hitchin isn’t just another jewellery store. Established in 1760, they’re Britain’s oldest jeweller a 265 year old institution serving generations of customers with exceptional craftsmanship and service.

But their BigCommerce website was holding them back.

 

The problems:

 

  • Payment restrictions – No compatible solution with current platform
  • Generic product displays – Couldn’t showcase with proper detail
  • Rigid templates – Unable to create meaningful service pages 
  • SEO limitations – Platform restrictions blocked proper optimisation
  • Zero control – Every customisation attempt hit a wall
 

For a 265-year-old institution, being trapped by a SaaS platform was unacceptable.

Product Page Improvement

Visual & Technical Improvements:

 

  • High-resolution image galleries – Multiple angles, zoom functionality, and detailed close-ups showcasing craftsmanship and stone quality
  • Custom product specifications – Clearly displayed carat weight, metal type, stone details, and sizing information
  • Mobile-optimised layouts – Perfect display on all devices, from desktop to smartphone
  • Fast loading speeds – Optimised images and code ensuring instant page loads (critical for conversions and SEO)
  • Trust signals – Customer reviews, security badges, and delivery information building confidence
 

Multiple Payment Options:

 

  • Google Pay – One-click checkout for faster purchases
  • V12 Integration – Custom-built payment gateway offering secure card processing
  • Klarna – Buy now, pay later flexibility attracting more customers
  • Finance Calculator – Interactive tool showing monthly payment options, making luxury jewellery accessible and removing price barriers
 

Product pages that don’t just display jewellery they sell it. Higher time on page, lower bounce rates, and improved conversion rates compared to the restrictive BigCommerce setup.

Payment Gateway Plugin Development

We coded a bespoke V12 payment gateway plugin from scratch—unavailable on BigCommerce and non-existent as a WooCommerce extension. This custom plugin directly integrates the V12 API for seamless jewellery finance applications and secure payment processing.

 

Technical Build:

  • Custom Plugin – V12 integration connecting to WooCommerce 
  • JavaScript validation – Real-time payment processing and smooth checkout
  • Branded frontend – Custom HTML & CSS matching Gatwards’ identity
  • WooCommerce integration – Order management, refunds, and reporting
  • Zero commission – No transaction fees or platform restrictions
 

Business Impact:

  • Finance at checkout – Customers apply for jewellery finance instantly
  • Higher conversions – Adds flexibility removing barriers for luxury purchases
  • Complete ownership – No third-party limitations or monthly gateway fees
 

Bespoke payment solution delivering competitive advantage impossible on SaaS platforms.

Custom Service Pages

We built completely custom service pages from scratch unrestricted by templates, SEO-optimised, and designed to convert visitors into customers.

 

Design & Features:

  • Custom layouts – Unique designs for each service (bespoke design, repairs, valuations, resizing)
  • SEO-optimised content – Keyword-targeted copy driving organic traffic for high-value searches
  • Video integration – Embedded craftsmanship videos showcasing expertise and building trust
  • Rich media galleries – Before/after imagery and portfolio examples
  • Clear CTAs – Strategic calls-to-action guiding visitors to enquire or book consultations
 

Business Impact:

  • Organic visibility – Pages ranking for “jewellery repair Hitchin”, “bespoke engagement rings”, and similar local/national searches
  • Increased enquiries – Detailed service explanations converting browsers into customers
  • Brand authority – Professional presentation matching 265 years of heritage

 

Service pages that educate, inspire trust, and drive qualified leads—impossible with template restrictions.

View Live Website

Want to update
your website

Yes, absolutely. We specialise in bespoke WooCommerce payment gateway development. For Gatwards of Hitchin, we coded a custom V12 payment gateway plugin from scratch using PHP, JavaScript, HTML & CSS. This plugin directly integrates the V12 API for jewellery finance applications—something unavailable on BigCommerce or as a standard WooCommerce extension. We can develop custom payment integrations for any provider, giving you complete control and zero platform restrictions.

Yes, we handle complete platform migrations from BigCommerce, Shopify, Wix, and other SaaS platforms to WooCommerce. For Gatwards, we migrated their entire jewellery store including all products, customer data, and order history while building custom features impossible on BigCommerce. Our migration process ensures zero downtime, improved functionality, and eliminates restrictive monthly platform fees. You’ll own your website completely with unlimited customisation potential.

Absolutely. Unlike restrictive SaaS platforms, WooCommerce supports unlimited payment gateway integration. For Gatwards, we integrated Google Pay for one-click checkout, Klarna for buy-now-pay-later flexibility, our custom V12 gateway for finance applications, and a finance calculator tool. This payment flexibility dramatically reduces cart abandonment and increases conversions especially for luxury purchases where finance options are crucial.

Not at all. WooCommerce offers complete design freedom. For Gatwards, we built entirely custom service pages, product layouts, and category displays using Elementor Pro unrestricted by rigid templates. We integrated videos, custom specifications for jewellery (carat, metal type, stone details), high-resolution galleries, and SEO-optimised content. Every page is uniquely designed to match your brand and convert visitors, not forced into generic templates.

Yes, that’s a core feature of how we build. Gatwards’ entire website is built with Elementor Pro, allowing them to edit content, update images, add products, and modify layouts themselves without any coding knowledge. Unlike platforms that require developer access for every change, you’ll have complete control through an intuitive drag-and-drop interface. We provide full training, and you can always contact us for support when needed.