Our work | Michael Arthur Diamonds

Michael Arthur Diamonds

Award wining custom ring builder on Shopify

Building confidence in custom rings with a cutting-edge Shopify experience bringing bespoke engagement ring design online with live pricing, imagery, and unmatched usability.

Industry

Jewellery

Services

Design , Development

Tech & Partners

Shopify Plus , AWS S3 , Cloudflare

Website

michaelarthur.com.au

Engagement rings are one of the most personal and sentimental purchases a customer can make. Michael Arthur Diamonds wanted to bring this experience online without losing the intimacy or trust required in the process.

We built a Shopify website powered by a custom diamond API, delivering real-time prices, videos, and imagery. The result: a ring builder that lets customers design the engagement ring of their dreams with clarity and confidence, all within a seamless eCommerce journey.

ROI in just 50 days

The website paid for itself within just 50 days of launch.

Unmatched customer experience

A live diamond feed, videos, and imagery create transparency and build trust.

Next-level customisation

Dynamic product visuals and flexible image handling support unlimited design combinations.

“We had an extremely complex website idea in mind so we contacted the team at Prosper, who held our hand through every step and were able to produce exactly what we were after. Thank you so much again, team—we really appreciate all the hard work put in to make this dream a reality! HIGHLY recommend!”

Michael Fallah, Director, Michael Arthur

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Frequently Asked Questions

Can Shopify really handle this level of product complexity?

Yes. While Shopify’s default structure has limitations, we extend its capabilities through custom APIs and cloud storage. In Michael Arthur’s case, we overcame Shopify’s 250-image limit and enabled live pricing across thousands of variants.

How do you integrate live data like diamond feeds?

We build middleware APIs that fetch and cache supplier data in real time, layered with Cloudflare for speed and uptime reliability.

Is a project like this only viable for luxury brands?

Not at all. The same architecture can be applied to any brand needing complex configuration, visualisation, or customisation tools (e.g. furniture, automotive, or tech).

How fast was the return on investment?

Michael Arthur Diamonds achieved a full ROI within 50 days of launch, thanks to the immediacy of online orders and reduced dependency on physical showrooms.

How do you maintain the sense of trust that’s so important for luxury purchases?

We focus on clarity, transparency, and visual quality — high-resolution imagery, real-time pricing, and smooth user flows that reflect the same confidence a buyer would feel in-store.

Michael Arthur Diamonds brings bespoke engagement ring design online with a custom Shopify Plus ring builder.

Client Overview

Michael Arthur Diamonds is a luxury Australian jewellery brand known for its bespoke engagement rings and contemporary designs. Founded by entrepreneur and designer Michael Fallah, the brand combines traditional craftsmanship with cutting-edge technology. With over 350,000 Instagram followers and features in major media outlets like Daily Mail, Michael Arthur Diamonds has become one of Australia’s most recognised jewellery names.

The Challenge

Buying an engagement ring is one of the most personal and emotional purchases a customer can make. Traditionally, it demands an in-store experience with trust, guidance, and tactile connection.

Michael Arthur Diamonds wanted to bring this process online without losing that intimacy. They envisioned an online experience that would:

Allow customers to design and price their own custom rings in real time.
Display live diamond availability, images, and videos directly from global suppliers.
Maintain the luxury feel and craftsmanship synonymous with the Michael Arthur brand.
Operate seamlessly across thousands of variants and hundreds of thousands of assets—without slowing down performance.

In short, they wanted to create a Covid-proof digital business model that could scale globally while preserving trust and emotion.

The Solution

Prosper Digital partnered with Michael Arthur Diamonds to create a custom Shopify Plus experience powered by innovation and technical excellence.

Custom Diamond API: We developed a proprietary API that integrates with diamond supplier feeds to deliver real-time pricing, availability, and imagery, displayed instantly within the ring builder.
Cloudflare-Powered Speed: To handle the high data volume of diamond videos and imagery, we implemented Cloudflare caching for lightning-fast global load times.
AWS S3 Image Infrastructure Shopify’s default 250-image limit per product couldn’t handle the sheer number of combinations required for ring design. We solved this by hosting over 40,000 ring and diamond images in AWS S3 buckets and dynamically serving them through a custom image carousel that updates based on the user’s selections.
Interactive Ring Builder UI: A seamless, intuitive interface lets customers design every element of their ring — from setting style to diamond choice — and see live pricing updates instantly.
Shopify Plus Foundation: The entire experience was built on Shopify Plus, ensuring scalability, security, and flexibility for future features and international growth.

The Impact

The results were immediate and transformative:

Full ROI within 50 days of launch.
Award-winning recognition, with the website named as a benchmark for innovation in the jewellery industry.
Revenue growth through Covid, as online orders surged despite global retail downturns.
Brand credibility elevated, attracting high-profile clients and media attention across Australia and beyond.

Michael Arthur Diamonds not only weathered the pandemic — they redefined what’s possible for luxury ecommerce.

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