How Jones + Co Lifted Completed Checkouts 39%With a Modern Shopify Build
Jones + Co moved off an unsupported Shopify theme to a modern, fully supported one, then rebuilt navigation, filtering, and product pages around how its customers actually shop. Completed checkouts rose 39%, month-over-month sales rose 12%, and the team can now make content changes without filing a ticket.
.webp?width=1360&height=931&name=2024-12-04%20(2).webp)
Who is Jones + Co?
Jones + Co is a modern mercantile founded in 2017, with stores in Boulder and Scottsdale plus a growing online presence.
Known for an elevated yet welcoming style, the boutique curates apparel, home goods, and clean beauty from independent and emerging designers. Each brand is chosen for craftsmanship, ethical production, and design-forward thinking. That editorial point of view is the product, which makes the digital storefront a brand asset rather than a transaction layer.
What problem did Jones + Co need to solve?
The digital storefront had stopped keeping pace with the brand, and an unsupported Shopify theme made even basic updates a roadblock.
As the brand and customer base grew, the site felt clunky and disjointed, and it did not convey the refined, editorial quality of the physical shops. Navigation and filtering were awkward, product pages were inconsistent, and the design did not match the brand vision. The unsupported theme compounded all of it, creating technical issues and blocking the team from making changes on its own. In founder Elizabeth Jones's words: "The site didn't reflect the look and feel of our brand, and we were constantly running into roadblocks when trying to make even basic updates."
Requirements that defined the project
- Move off an unsupported Shopify theme
- Rebuild navigation and filtering around how customers browse
- Make product pages consistent and story-driven
- Match the editorial feel of the Boulder and Scottsdale stores
- Preserve Klaviyo, Shop Pay, and LoyaltyLion integrations
- Give the internal team control over ongoing changes
How did Red Van solve it?
Red Van moved Jones + Co onto Broadcast, a modern supported Shopify theme, then rebuilt navigation, filtering, and product pages on top of it.
Rather than a cosmetic refresh, the project restructured how customers move through the catalog and how products are presented once they arrive. Custom components were added for cross-sells and collection views, and the existing marketing and loyalty stack was carried across intact. The team was then trained to manage the site going forward. As Elizabeth Jones put it: "We had ideas for how we wanted our product and landing pages to look, but we couldn't make those changes ourselves. Working with Red Van, we were able to bridge the ideas we had with the functionality we needed."
What the project included
Modern Shopify Theme Migration
Storefront moved to Broadcast, a current and fully supported Shopify theme, eliminating the technical issues and update limitations of the previous unsupported build.
Navigation and Filtering Overhaul
A complete rework of site navigation and product filtering, so customers can move through apparel, home goods, and clean beauty without the friction of the old structure.
Product Page Restructure
Product pages rebuilt for deeper storytelling and visual consistency, giving each independent designer the context that justifies the price point.
Custom Cross-Sell and Collection Components
Purpose-built components for cross-sells and collection views, designed to surface the curation that defines the Jones + Co brand.
Marketing and Loyalty Stack Integration
Klaviyo, Shop Pay, LoyaltyLion, and the rest of the existing tool set integrated and verified against the new build, so nothing broke in the move.
Team Enablement
Training and handoff so the Jones + Co team can manage landing pages, product content, and merchandising without a developer in the loop.
What were the results?
Online sales jumped and conversion improved after launch, with completed checkouts up 39% and month-over-month sales up 12%. Orders became more consistent, and the site now reflects the style and intentionality of the physical stores. More visitors are reaching checkout, and more of them are finishing.
- 39% lift in completed checkouts
- 12% increase in sales month-over-month
- 7% rise in visitors reaching checkout
- Improved conversion rate across the site
- More consistent order volume
- A storefront that matches the in-store brand experience
- Internal team able to make content and page changes independently
- Klaviyo, Shop Pay, and LoyaltyLion carried across without disruption
Jones + Co is now building out email automation and growing its SEO footprint, with Red Van continuing as a partner. The theme migration removed the constraint. The navigation, product page, and component work is what moved the numbers.
“"The improved flow and design have made the customer experience much smoother, and that's showing up in both engagement and sales."”
What services did Red Van provide?
- 01Shopify Theme Migration
- 02Ecommerce UX and Design
- 03Navigation and Site Search Architecture
- 04Product Page Development
- 05Custom Shopify Component Development
- 06Klaviyo and Lifecycle Marketing Integration
- 07Third-Party App Integration
- 08Training and Team Enablement
- 09QA and Launch Support
- 10Ongoing Partnership and Optimization
Frequently asked questions
What happens if your Shopify theme is no longer supported?+
An unsupported Shopify theme stops receiving updates, which creates technical issues and blocks routine changes. Jones + Co could not update basic page content without hitting roadblocks. Moving to Broadcast, a current supported theme, removed that constraint and let the internal team manage landing pages and product content on its own.
Can you improve Shopify conversion without replatforming?+
Yes. Jones + Co stayed on Shopify and still saw completed checkouts rise 39% and month-over-month sales rise 12%. The gains came from a modern supported theme, reworked navigation and filtering, restructured product pages, and custom cross-sell components, not from changing platforms.
How long does a Shopify theme migration take for a growing boutique?+
It depends on catalog size, the number of integrations, and how much of the design is being rebuilt. Jones + Co involved a theme move, a navigation and filtering overhaul, product page restructuring, custom components, and integration verification. Red Van scopes each of those separately so the timeline reflects the actual work.
Will a Shopify redesign break Klaviyo, Shop Pay, or LoyaltyLion?+
Not when the integrations are planned into the build. Red Van carried Klaviyo, Shop Pay, LoyaltyLion, and the rest of Jones + Co's stack across to the new theme and verified each one before launch. The risk comes from treating integrations as a post-launch cleanup task rather than part of scope.