How We Built a Multi-Currency Store for a Jewellery Brand

Over 35% of this jewellery brand's website traffic came from outside the UK, predominantly the US, EU, and Australia. Yet international conversion was just 0.3% against a UK rate of 1.9%. Exit surveys pointed to a clear reason: customers didn't want to buy in GBP and deal with unknown conversion charges on their card statement. The fix was obvious — the implementation required care.

The Currency Strategy

We enabled Shopify Payments' multi-currency feature and configured it to auto-detect the customer's location and display prices in their local currency. For the US, EU, and Australia — the three highest-traffic international markets — we set fixed prices rather than relying on automatic FX conversion. This gave the brand control over price points and avoided awkward prices like $47.83 showing in place of a clean $48.

Implementation Details

• Configured Shopify Markets for UK, US, EU (EUR), and Australia.
• Set fixed manual prices for USD, EUR, and AUD for all 380 products.
• Built a custom currency selector in the header with flag icons and currency codes.
• Configured checkout to settle in the customer's local currency where supported.
• Added localised trust signals — US customers see '🇺🇸 Free returns for US orders'.
• Configured geo-redirect to auto-switch market on first visit.

The Jewellery-Specific Challenges

Jewellery pricing often carries psychological price points — a ring priced at £295 in the UK should be $375 in the US, not a calculated $378.43. We worked through every product in the catalogue to set pricing that maintained brand positioning in each market while remaining commercially sound against the FX rate. This took a full week of careful work but had a significant impact on perceived value.

Results After 90 Days

• International conversion rate improved from 0.3% to 0.43% — a 44% uplift.
• US revenue grew 210% in the first quarter post-launch.
• EU revenue grew from negligible to £18,000 per month.
• Cart abandonment on international sessions reduced by 27%.
• Overall revenue grew 34% despite no increase in advertising spend.