SETEPAI Diamonds×
WhyNotGlobal
SETEPAI — a jewelry store that thinks in pieces
A fine-jewelry store on Shopify for a US diamond brand, built end to end: our own design and theme, a catalog API, a ring configurator with live certified diamonds, and Catalog Manager — an admin app where the team edits one design once, across every product it is sold as.
- Client
- SETEPAI Diamonds
- Year
- 2026
- Platform
- Shopify, own theme, own catalog API and admin app
- Stack
- Liquid, Node.js, Fastify, PostgreSQL, React Router, Prisma, Redis, MCP
- Our role
- Design, theme, backend, admin app, configurator, migration and launch
One ring is sold as a dozen products.
Every SETEPAI design comes with natural or lab-grown diamonds, in several quality grades, four metals and dozens of sizes. Shopify works product by product and caps variants, so one ring became several products — and every price, photo and text had to be edited in each of them. The store was also moving off an old Bitrix site.
A store and an admin that think in pieces.
We modeled each design as a piece: linked Shopify products that the storefront shows as one page and one card, and that the team edits once in Catalog Manager, our admin app inside Shopify. Around it: a theme we designed and built ourselves, a fast catalog API and a ring configurator with real certified stones.
64
03 · tools for AI agents
Catalog Manager runs an MCP server: agents search and edit the catalog, configurator, collections and discounts under the same rules as people — preview, confirm, apply, logged and reversible.
6
Setting style, shape, metal, side stones, diamond, size and engraving — with an exact price at every step.
2
Certified stones from Amipi and Belgium Diamonds are synced into the configurator’s live diamond catalog.
1
A title, price or gallery changed on a piece is applied to all of its products at once.
A catalog that answers at once
Catalog and filter pages read from our own catalog API, so filtering, sorting and paging stay fast on a large catalog. Filters cover collection, metal, shape, color, clarity, size and badges, and new or renamed collections show up in the filter on their own.
One design, one page
A piece sold as natural and lab-grown versions appears as one product page that switches metal, carat, diamond type and size. Each variant has its own gallery with video, reviews from Judge.me are grouped across the piece, and a “Drop a hint” form sends it to someone who should know.
A ship date you can trust
The ship date is calculated from each item’s lead time and skips US business holidays. The same date follows the order everywhere: the product page, the cart, the checkout, the order emails and the order itself.
Create Your Dream ring
Customers start from a setting, a natural diamond or a lab diamond and walk through style, shape, metal, side stones, diamond and size. Setting photos change with the shape and metal, in photo, side and angle views, and the live diamond catalog shows certificates and stone videos. Add to cart creates a cart line at the exact price on the fly; “Submit your design” sends a custom request with files to the team.
On a phone
1 / 4
Catalog Manager: the team’s workshop
Shopify’s admin edits one product at a time. Catalog Manager, our app embedded in the Shopify admin, lists the catalog as pieces: each row is one design with its products, variants, labels, status and price range, plus a badge when something needs attention.
Edit once, apply everywhere
The piece card holds the texts, SEO, status, labels and ship term for all of its products together. The variants grid filters by product, stone, grade, carat and size, so a price or SKU change across hundreds of variants takes a few clicks.
The configurator, run from the admin
Setting styles, prices by metal, side-stone tables, photos by shape and metal and diamond price rules all live in Catalog Manager. Changes go draft → preview → publish with versions, and a price check breaks the cart price into setting and diamond before anything reaches the site.
A catalog that checks itself
Integrity checks find broken links between products, missing galleries, duplicate SKUs and photos of the wrong metal, and fix what can be fixed automatically. Every write is previewed first, logged with its author and can be rolled back; changes can also be scheduled.
What we built
Shopify theme
Online Store 2.0 on our own design: web components, video-first home, made-to-order flow.
Catalog API
Node.js, Fastify and PostgreSQL: catalog sync, fast filters through an app proxy, exact-price cart lines.
Ring configurator
Six steps from setting to engraving, a live catalog of certified diamonds, custom design requests.
Catalog Manager
An embedded Shopify app for pieces, variants, media, collections, discounts, redirects and feeds.
AI and MCP
A built-in AI assistant for descriptions, SEO and alt texts, and an MCP server with 64 tools.
Emails and feeds
Shopify notifications matched to Klaviyo flows; Google Merchant and Meta feeds per variant gallery.
Migration and launch
From Bitrix to Shopify, live on setepaidiamonds.com on October 15, 2026.
Safe deploys
Edits made live in the theme editor are merged into git before every upload, so nothing is overwritten.
Hard parts, solved
- 01
One design, many products
Shopify has no “piece” and caps variants. Pieces are linked products with shared metafields, edited and shown as one.
- 02
Real stones, exact prices
Every combination has its own price, and a stone can sell elsewhere. Exact-price cart lines; stock re-checked at checkout.
- 03
Two teams on one live theme
The client edits the live theme while we ship code. Our deploy merges the live theme into git first, then uploads.
- 04
Luxury media, fast pages
Diamonds need full-quality video. Instead of compressing, we control load order: the hero first, the rest on scroll.
