Case Study: DM Bespoke Jewellery

Project: A design-led website, bespoke CRM, and client engagement platform for DM Bespoke Jewellery - Hatton Garden, London.

The Problem

Dan Mitchell at DM Bespoke Jewellery had built his reputation the hard way - through Instagram, word of mouth, and personal connections. His work spoke for itself but his website did not. When clients mentioned it, he shuddered. Rather than an asset that reinforced his reputation, it had become a liability he quietly hoped people would overlook.

This matters more in Hatton Garden than almost anywhere else. The street is synonymous with exceptional jewellery, and while DM Bespoke operates differently to the large retail names - offering individually crafted commissions from a studio rather than a showroom floor - the bar for first impressions is set by the neighbourhood. A prospect who had discovered the studio through Instagram or a personal recommendation would often look the website up before making contact. What they found did not match what they had heard.

Behind the client-facing problem was an operational one. Every enquiry arrived through personal WhatsApp messages or email, and every consultation had to be scheduled through rounds of back-and-forth messages to agree a time. For a founder running a growing studio, this was a constant drain - manageable when commission volumes were lower, increasingly unsustainable as demand grew. There was no pipeline, no visibility of where each prospective client stood, and no way to follow up systematically without doing everything by hand.

The Approach

In Check Software built a design-led platform that matched the quality of the commissions it was built to showcase. Large-format imagery, structured commission galleries, and considered typography gave prospective clients a proper context for DM Bespoke's work - turning the website from something to be embarrassed about into something worth sharing. The design language established for the site carried directly into the newsletter template: the same colours, spacing, and visual identity, so that every client touchpoint felt consistent and considered.

The consultation booking tool replaced the WhatsApp scheduling loop entirely. Prospective clients can now book directly from the site, without any back-and-forth. A bespoke, lightweight CRM was introduced behind the scenes to give the studio visibility from first enquiry through to consultation - built to be simple enough for a small team to actually use, rather than a system that creates its own overhead.

The Outcome

"The tool you set up for me for booking appointments, mate - it has been an absolute game changer."

- Owner, DM Bespoke Jewellery

The platform has changed the commercial trajectory of the studio. Enquiries that previously came only through Instagram and personal referrals are now coming through a website worth sharing - and converting faster once they arrive.

• More enquiries, better quality - prospects now arrive having seen the full portfolio, better informed and further along in their decision before making contact
• Faster conversions - a structured journey from gallery to booking means less time between first discovery and confirmed consultation
• Consultation scheduling solved - the booking tool eliminated the WhatsApp back-and-forth that was consuming founder time across every new enquiry
• A website worth sharing - the studio now has a digital presence that reflects the quality of its work and the prestige of its Hatton Garden address
• Consistent brand across every touchpoint - the newsletter design mirrors the website's visual identity, maintaining a premium impression whether a client is browsing or receiving communications
• Pipeline visibility for the first time - enquiries are tracked from first contact through to consultation, with no leads falling through the gaps

DM Bespoke Jewellery is a bespoke jewellery studio based in Hatton Garden, London, specialising in engagement rings, wedding bands, and custom commissions for discerning clients.