When a charm jewellery ecommerce is built with meaning.

Branding, visual identity, and strategic Shopify e-commerce for a brand designed to last.

The challenge:

When BeCharmy arrived at Sirène, the idea was clear, but the brand wasn’t.

What existed at that point was:

A registered domain,
A default Shopify template, with no identity,
A temporary sketch standing in for a logo,
No defined positioning,
No SEO or marketing strategy.

In practice, BeCharmy didn’t exist digitally yet.

It was a project with strong potential, but without the structure needed to grow, sell, or stand out.

Immersion and diagnosis:

Before selling jewellery, we needed to create meaning.

Our starting point was simple and deep: BeCharmy shouldn’t sell jewellery. It should sell stories.

Before any layout or product setup, we immersed ourselves in:

The brand’s purpose,
The Canadian cultural context and target audience,
The emotional meaning behind charms (memory, travel, faith, identity),
The desired user experience.

Here, branding wasn’t about aesthetics.
It was about translating intention into structure.

The strategy we developed:

#01

Structure before speed. Emotion before sales.

The core strategic decision was clear:

Build the foundation before accelerating traffic.

That meant:

Creating a solid, coherent brand identity,
Ensuring narrative and visual clarity,
Structuring the e-commerce for real scalability,
Preparing SEO from day one.

No shortcuts.
No “we’ll fix it later” websites.

#02

From scratch with method and intention:

Brand strategy and positioning,
Visual identity and logo creation,
Complete brandbook,
Definition of tone of voice,
E-commerce architecture,
Shopify website development,
Product and category organization (UX),
Strategic SEO (on-page and technical),
AutoDS integration,
Meaning-driven copywriting.

Everything was designed so the website would:
✔ Feel intuitive,
✔ Tell a story,
✔ Create emotional connection,
✔ Be ready to grow.

#03

User
experience:

Shopping as a way to build memories.

Navigation was designed to:

Reduce friction,
Make bracelet customization easy,
Encourage discovery and emotional engagement.

The user doesn’t just browse a catalogue.

They explore symbols, choose meanings, and create something personal.

#04

Brand
Identity:

Design that doesn’t follow trends, it builds a connection.

BeCharmy’s visual identity balances:

Modern elegance,
Timelessness,
Emotional subtlety,

Every detail was crafted so the brand would:

Feel trustworthy,
Be memorable,
Scale without losing identity,

Here, visuals and mockups speak for themselves.

From a “white elephant” to a professional ecommerce:

If you feel your idea has potential but lacks clarity, positioning, or structure, the issue may not be the product it’s the foundation.

“Was it worth it?”
The impact was clear:

Professional, scalable Shopify website.

Clear product and category structure.

Consistent emotional narrative.

Technical foundation ready for SEO and traffic.

Significant time and clarity gained for the founder.

Fabio David

Becharmy

“Before working with Lucas, my website was a ‘white elephant.’ Today, it’s beautiful, well-structured, professional, and ready to grow.Everything was delivered in about a month, with strategy, aesthetics, and a clear focus on results. I highly recommend Sirène to anyone looking for an e-commerce built with vision and purpose.”