★ Three generations of the Jogia family · Vyse Street · since 1968

58 years in the Jewellery Quarter. A homepage that finally says whose.

A free, fully built proposal site for Sonny's Jewellers, the three-generation Jogia family jeweller at 105 Vyse Street, in the heart of the Birmingham Jewellery Quarter, founded 1968. Three findings below, then a working homepage rebuild at /preview/ you can click through.

Open live preview ↗ Read the three findings Reply to the proposal

Address
105 Vyse Street, Birmingham B18 6LP Family
The Jogia family Founded 1968 Principal Manish "Sonny" Jogia

Sonny's Jewellers shopfront at 105 Vyse Street in the Birmingham Jewellery Quarter

105 Vyse Street · Birmingham B18 6LP · since 1968

Three generations of the Jogia family on Vyse Street. Open the live preview ↗

Three findings, in order of revenue impact

What the current site is leaving on the table.

A walk-through of the live sonnysjewellers.com on 19 May 2026.

01

Three generations of the Jogia family. The homepage names none of them.

Observation: sonnysjewellers.com opens to a product grid. There is no founder name, no succession story, no mention of Manish "Sonny" Jogia at the counter, no mention of the family in Birmingham since 1962 or in jewellery since the 1800s. The line "three generations" sits on /pages/about-us, two clicks deep, where a first-time visitor will not reach it. The strongest single credibility asset Sonny's holds is buried behind a footer link.
Revenue impact: A customer choosing between Sonny's and a chain on Corporation Street for an engagement ring or an inherited remodel decides on family credibility in the first scroll. "Three generations of the Jogia family on Vyse Street, since 1968" is the line that wins that decision. It is the line the homepage does not say.
Cause: The Shopify Online Store 2.0 theme places product collections at the top of the home template, and the editorial story is written separately in the page builder. The two templates never see each other, so the heritage line never reaches the home view.
After rebuild: The rebuild leads with the Jogia family above the fold. Manish "Sonny" Jogia named in the hero lede, the 1968 Vyse Street opening dated alongside the 1962 Birmingham arrival, the three generations rendered as a typographic stack rather than buried in a paragraph.

02

Six consecutive years of industry awards. Not one of them appears above the fold.

Observation: Sonny's holds UK Jewellery Awards Winner 2024 and 2025, Professional Jeweller 2024 Winner, Inspiring Independents 2024, and Jewellery Retailer of the Year 2025 Finalist. The awards live on /pages/awards and in a small footer strip. The home view a first-time visitor lands on shows zero of them. A customer comparing Sonny's to a chain has no signal that an independent in B18 has been the trade's pick for six years running.
Revenue impact: The chains pay agencies to fake credibility. Sonny's already has the trophies. A homepage that does not surface them is paying for the awards with no return on the page where the buying decision is made.
Cause: Shopify product grids are designed to push inventory above the fold. The theme template treats award imagery as a footer decoration, and the page builder used for /pages/awards does not feed the home template, so the awards have to be added by hand or not added at all.
After rebuild: The rebuild treats the six-year award run as a hero strip directly under the headline. UK Jewellery Awards 2024, 2025. Professional Jeweller 2024. Inspiring Independents 2024. Each one named, dated, and visible before the first scroll.

03

The Jewellery Quarter is the most credible address in UK jewellery. The site does not say which one.

Observation: Vyse Street is the spine of the only working jewellery district of its size in the UK. The Birmingham School of Jewellery sits on Vittoria Street, three minutes' walk. The Birmingham Assay Office, where every UK gold and silver piece can be hallmarked, is on Moreton Street. The Coffin Works museum and the Pen Museum are in the same conservation area. None of that geography appears on the home view. The shop's address is rendered as a single line "105 Vyse Street, B18 6LP" in the footer, with no surrounding context that explains what Vyse Street means.
Revenue impact: A customer outside Birmingham searches "Birmingham Jewellery Quarter engagement ring" and lands on a homepage that does not mention the Quarter, the Assay Office, or the School. The page reads as a generic Shopify storefront that could be anywhere. The trade context that no chain can copy is given away by the page that should be hardest about it.
Cause: The current homepage was templated against a generic jeweller layout, not against a Birmingham Jewellery Quarter shop specifically. The Quarter context exists in the owner's head, not in the IA.
After rebuild: The rebuild names the Birmingham Jewellery Quarter, Vyse Street, the Assay Office, and the School of Jewellery on the page. An inline-SVG hallmark stamp set (Birmingham anchor + lion passant + 2026 date letter) sits beside the headline, exactly the marks a hallmarked Sonny's piece would carry. Customers who know the marks read them; customers who do not see something hand-drawn that signals trade expertise the page cannot fake.

Web stack and gaps, May 2026

From a Shopify storefront with editorial bolted on, to a proper one-page Vyse Street site.

Current ↗ sonnysjewellers.com

Platform: Shopify Online Store 2.0
Hosting: Shopify, around 29 pounds per month, plus the page-builder add-on
Editorial: Story written on /pages/about-us, never reaches the home template
Imagery: Real shop photos mixed with Kive.ai-generated stock; six different aesthetic registers on one homepage
Schema: Shopify default Organization only; no JewelryStore, no Person, no FAQPage, no foundingDate
Awards: Six years of trade recognition; zero of it on the home view
Address: One-line "105 Vyse Street" in the footer, no Jewellery Quarter context

Proposed

Framework: Astro static site (Astro 6)
Hosting: Vercel edge network, sub-100ms first-byte across the UK
Editorial: Jogia family hero, three-generation stack, awards strip, Quarter context block, hallmark stamp set inline SVG
Imagery: Real shop photos only. Window display, workshop bench, shopfront, real service photography. No AI-generated stock.
Schema: JewelryStore + Organization with foundingDate 1968 + Person founder + FAQPage
Awards: UK Jewellery Awards 2024, 2025, Professional Jeweller 2024, Inspiring Independents 2024, named on the page
Address: Vyse Street, the Birmingham Jewellery Quarter, the Assay Office and the School of Jewellery, all named, all linked

Three-week build plan

Kick-off to live in three weeks.

Week 1

Jogia family hero with the three-generation stack and Sonny in the lede
Award strip with UK Jewellery Awards 2024 and 2025, Professional Jeweller 2024, Inspiring Independents 2024
Inline-SVG hallmark stamp set (Birmingham anchor + lion passant + 2026 date letter)

Week 2

Fine jewellery, bespoke, repairs, piercing and permanent service block, real shop photos
Hours block including the Sunday open, rare for the Quarter
Quarter context section naming Vyse Street, the Assay Office, the School of Jewellery, the Coffin Works

Week 3

JewelryStore + Organization + Person + FAQPage schema with foundingDate 1968
DNS cutover so the Shopify storefront still handles checkout; the new home page handles the buying decision
A printable family-on-the-counter card for the Vyse Street till, same artwork as the homepage hero

Pricing

Fixed price. No retainer. No hourly billing.

No retainer. No contract. No in-person visits, the build runs fully remote from Switzerland.

Build

Full Astro rebuild + schema

Jogia family hero, awards strip, Quarter context block with inline-SVG hallmark stamps, services grid (fine jewellery, bespoke, repairs, piercing, permanent), hours block, JewelryStore + Organization + Person + FAQPage schema, contact form.

£2,000

one-off, fixed

Care

Monthly hosting and ongoing care

Vercel hosting, schema kept current, monthly content tweaks, security updates, monthly analytics email, one editorial change per month included.

£150/mo

cancel any time

Optional

Embedded FAQ chatbot

Trained on the FAQ, the services page and the Jogia heritage. Handles after-hours enquiries about valuations, repairs, ring sizing turnaround and Sunday opening.

£50/mo

add or drop

• One round of revisions before launch

• DNS cutover handled (you keep the domain)

• 30 days of post-launch tweaks at no extra cost

• Source code handed over on day 60

Frequently asked

Five things worth answering before you reply.

What happens to the Shopify catalogue and the 20,000 pieces of stock?

The Shopify storefront stays for the inventory. Product URLs, cart, checkout, all unchanged. The rebuild sits at sonnysjewellers.com and handles the home view, the story, the awards, the workshop, the Quarter context. Existing Shopify product links redirect through cleanly. The customer who searches "engagement ring Birmingham Jewellery Quarter" lands on a page that tells the Jogia story; the customer who knows what they want still reaches the product page in one click.

I have not been involved in design before. How does sign-off work without that becoming a project?

You see a working version of every section before launch. One round of revisions is included in the price. The page is built section by section in the live preview that you can already click through, so there is no abstract Figma stage. If the awards row should be five badges not four, or the Sunday opening should be louder, that is a five-minute change.

The hero leans on the family being named. We are private about Dad's side of things. How firm is that?

Not firm. The brief flexes. The hero can lead on Sonny only, or on the three generations without listing every name, or on "the Jogia family" as a phrase. The thing that needs to be on the page is the lineage, not necessarily each person's photograph. The current site says nothing at all about the family, so even a one-line "Run by the Jogia family on Vyse Street since 1968" is a step the homepage does not currently take.

Will the awards stay surfaced as new years come in? 2026 results, 2027 results.

Yes. The awards block is data-driven from a small list in the source. Adding the 2026 result is a single line edit. The footer year, the founding-year string ("58 years on Vyse Street"), and the structured-data foundingDate field all derive from one value, so next January the "58" becomes "59" automatically.

How does the Jewellery Quarter context block stay accurate? The Assay Office, the School, the Coffin Works.

Each named landmark links out to its own page (assayofficebirmingham.com, bcu.ac.uk/jewellery, coffinworks.org). If any of them changes address or hours, the link still resolves to its current source. The block is hand-written rather than scraped, so the language stays in the shop's voice. The map underneath uses Google's standard embed and updates itself.

Next step

If the proposal lands.

Reply with two or three 20-minute slots in the next ten days for a video call. I take on three Midlands builds this quarter, and first confirmed wins the slot. If I do not hear back by 29 May 2026, the proposal site comes down.

Reply to the proposal Open live preview ↗

See the rebuild

A working preview you can click through.

Opens in this tab. Jogia family on the homepage. Six years of awards above the fold. Vyse Street, the Assay Office, the School of Jewellery, named on the page.

Open live preview ↗