ElayaLuxe

Project Overview

ElayaLuxe is a luxury jeweller based in Surrey, BC, offering certified authentic watches and fine jewellery, from Rolex, Patek Philippe, Audemars Piguet, Cartier and Omega timepieces to custom gold and diamond pieces and bridal collections. With private consultations, complimentary insured shipping across Canada and a price-on-request model quoted at live market rates, ElayaLuxe offers a white-glove buying experience in which specialists inspect and authenticate every piece before it is listed.

Project Summary

Luxury resale sells on authentication and a conversation with the buyer, so posted prices would work against it. We built the ElayaLuxe boutique on Shopify as an elegant, high-trust storefront that presents each piece at a luxury standard and routes it to an enquiry at the live market rate, which keeps pricing flexible for the business and gives every customer a real quote. The catalogue is organized into watches, jewellery and bridal, with deep brand-and-model collections (Rolex Submariner, Royal Oak, Nautilus and more). Customers can also submit a custom request, sell or trade a watch, or ask ElayaLuxe to source one. Diamond education content, a journal blog and SEO-optimized copy support buyers who research before they spend, all within a refined, minimal design that matches the brand's luxury positioning.

About ElayaLuxe

ElayaLuxe has been selling luxury timepieces and fine jewellery from its base in Surrey, British Columbia since 2020. Its watches run from accessible icons to pieces valued in the millions, with Rolex leading the range.

Its jewellery side makes and curates gold chains, bracelets, rings, pendants and earrings, and builds one-of-one pieces from a client's sketch or reference photo. ElayaLuxe is an independent dealer, not affiliated with any watch manufacturer.

What they needed

ElayaLuxe does not post prices, because watch prices move with the market every day. The site had to earn a buyer's trust in each piece, then turn that interest into a conversation where a specialist quotes the live rate.

It also had to carry the work that is not a straight sale: finding a watch the store does not have, buying a client's watch, taking one in trade, and making jewellery to order.

What we built, and why

We built the store on Shopify with every price hidden. Each piece carries a Price on Request button next to Call for Pricing, and the request form asks for a name, phone, email, a preferred contact time, new or pre-owned, and a message.

Selling, trading and sourcing each have their own page, because each needs different details. The sell form asks for brand, reference, year, condition and whether box and papers come with it. The trade form adds the watch the client wants in exchange, and the sourcing form asks for a budget range and a timeline.

Most watch brand pages list their model lines as tags, so a Rolex buyer can go straight to Submariner, Day-Date or GMT-Master II. The custom request form takes the piece type, metal colour, karat from 10K to 22K, stone preference, a budget band and an uploaded picture of the idea.

Each watch page carries a specifications table, from model number, series and case size to calibre, bracelet and dial colour, so a collector can check the exact reference before asking for a price.

How it works for their customers

A bar across the top of every page lists the store's promises: certified authentic, private consultations, complimentary insured shipping and the phone number.

Buyers who research first can read the Diamond Education guide on the four Cs, GIA and IGI certification, ring settings and lab-grown against natural stones, which ends with links to start a custom design or browse bridal. The journal adds a guide to buying a pre-owned Rolex in Canada and a checklist for verifying a watch.

Every form tells the visitor a specialist will reply within 24 hours. Anyone who would rather talk can call from the top bar or the footer.

Where it stands today

The store is live at elayaluxe.com with 1,058 products: 791 watches from nine brands and 267 pieces of jewellery. Audemars Piguet (298), Rolex (276) and Patek Philippe (134) carry the most watches, and the jewellery runs to 68 bracelets, 47 necklaces, 44 pendants, 38 chains, 38 earrings and 32 rings.

In September 2026 we loaded the jewellery range and tagged every piece as it came in. Bracelets, Chains, Earrings, Pendants, Rings, Necklaces, Bridal, Engagement Rings and Wedding Bands each gather their pieces by tag, so a new piece lands in the right collection without anyone sorting it by hand. The same pass added watches for Audemars Piguet, Panerai, Blancpain and Cartier.

We also wrote the collections' search titles and descriptions, so the Rolex page is titled Rolex Watches: Certified Authentic.