From Static Catalog to Live 3D Customization

The Client

A premium jewellery retailer with multiple physical showrooms across Western India, expanding into direct-to-consumer digital sales. Known for bridal and fine-jewellery collections with heavy customization demand (stone, metal, size variations).

The Challenge

Customers researching online had no way to visualize customization options before visiting a store. This created two problems: high drop-off from online browsers who never converted to a store visit, and a high in-store exchange/return rate from customers who were shown options that didn't match what they'd imagined. The client's existing website was a static catalog — essentially a digital brochure with no interactivity.

The Approach

• Discovery workshop with the promoter's team to map every customization variable (metal type, karat, stone cut, sizing) that needed to be configurable
• Wireframes and Figma prototypes reviewed with stakeholders before a single line of code was written, so the client could react to the experience early — not after launch
• Weekly governance calls through the build to keep design, engineering, and the client's merchandising team aligned
• Phased rollout: bridal collection first (highest customization complexity), broader catalog second

The Solution

MFA implemented a Stelmach-powered 3D configurator embedded directly into the client's e-commerce storefront, allowing a shopper to rotate, zoom, and swap stone/metal combinations in real time and see an accurate price update live. The configurator was integrated with the client's inventory system so only genuinely available combinations were shown — avoiding the classic "customize something we can't make" problem. The full stack was deployed on AWS for scale during festive/wedding-season traffic spikes.

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