2 min read

Riddle's Jewelry: How PWA Helped Grow the Business

Riddles Jewelry

About Riddle's Jewelry

Riddles Jewelry is in the business of celebrating life’s most meaningful events. They have sixty-one retail locations in eight states. As a long-time industry leader in jewelry innovation, they sell jewelry from reputable manufacturers and have exclusive product lines of Noventa Diamonds and Black Hills Gold.

Headquarters: Rapid City, South Dakota
Industry: Luxury Goods & Jewelry


Increase In website traffic


conversion rate


average order value

Riddles needed a faster, more personalized customer experience to keep up with its growing business. They had multiple challenges in addressing the demands of modern-day shoppers. Some of the critical user experience areas Kensium
needed to address were:

  • Product presentation and visualization
  • Search functionality
  • Landing pages, rewards, loyalty programs, sales, offers, and other marketing initiatives
  • Flexible payment options
  • In-store pick-up

A Custom Progressive Web Application

Progressive Web Applications (PWA) are faster and more agile than native applications (traditional websites). Speed and accessibility are critical factors for search engine ranking. The flexibility of the PWA framework also provides the ability to customize experiences throughout the buyer journey. Built on the backbone of Adobe Commerce (Magento 2) and using Adobe's PWA Studio, Kensium's developers created a PWA with features designed to convert customers quickly.

Some of the custom solutions we built for Riddle's:

  • Product images that provide a 360-degree view.
  • Ability to allow customers to try jewelry on virtually.
  • Search function that uses predictive technology to display products based on the first three letters of a search term.
  • Functionality to easily create landing pages for special offers, sales, and other marketing initiatives.
  • Gift cards that allowed customers to purchase a unique item of their choice.
  • "Gem Club," a loyalty reward program for customers that offers additional savings and services.
  • Flexible payment options.
  • Ability for customers to buy online and pick up in-store.
  • Custom Riddles credit card through Wells Fargo.


Improved User Experience
The new PWA allows for a smoother, quicker, and more consistent user experience across desktops, tablets, and mobile phones.

Increased Conversion Rates
Riddle's PWA can work offline or with limited connectivity, allowing customers to browse products and make purchases even when they don't have a stable internet connection. The new ecommerce site Riddle's can be added to the user's home screen, making it easy to access the ecommerce store with a single tap, just like a native app.

Faster Updates
Unlike native apps requiring users to download updates, PWAs are automatically updated, ensuring customers can access the latest features and security patches.

SEO Benefits
PWAs are discoverable by search engines, and their fast loading times and mobile-friendliness can boost your site's SEO rankings, leading to increased organic traffic.

Enhanced Analytics
PWAs offer detailed analytics, allowing you to gain insights into user behavior, preferences, and trends, helping you make data-driven decisions to improve your ecommerce strategy.

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