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Newbridge Silverware - Case Study
We helped Newbridge Silverware stabilise a delayed Shopify Plus migration and rebuild ecommerce into a profitable growth channel.
Market
- B2C Ecommerce
- B2B Ecommerce
- Jewellery & Homeware
- Irish Heritage Brand
Technology
- Shopify Plus
- Klaviyo
- Meta Ads
- Google Ads
- Liquid
- JavaScript
- HTML / CSS
- SaaS Integrations
- Microsoft Business Central
Services & Service Packages
Fractional Director of Ecommerce
- Ecommerce Strategy & Target Setting
- Commercial Planning
- P&L & Margin Oversight
- Performance Channel Management and Direction
Implementation
- Shopify Plus Migration Stabilisation
- Shopify Plus updates/theme/app management
- SEO & Redirect Optimisation
- On-Site Optimisation & Merchandising
- Email Marketing Management
- Marketing Calendar Execution
Performance Marketing
- Meta Ads Management
- Google Ads Management
- Affiliate (AWIN) Management
Our Impact:
In the first year of full engagement, ecommerce performance moved from significant decline to sustained, profitable growth.
- Sales shifted from a year on year decline to a +30% year on year position within 6 months
- Profit strengthened through disciplined channel management and commercial oversight
- Brand search and online exposure increased through coordinated Meta and Google strategy
With performance now aligned to agreed targets, the focus has moved from stabilisation to structured expansion.
+30%
YOY turnover within the first six months
Profit Improvement
Stronger margin discipline and channel efficiency
2X
Increased search demand and paid performance
1 Team
Centralised ecommerce leadership and delivery
About:
Newbridge Silverware is one of Ireland’s most recognised heritage brands, renowned for its jewellery, silverware and homeware collections. With a strong retail footprint and international reputation, the business combines traditional craftsmanship with modern design.
Ecommerce plays a critical role in serving both domestic and international customers, supporting retail operations and extending the brand beyond physical locations.
The Challenge:
Newbridge had recently undertaken a site rebuild and migration to Shopify Plus with another agency. Delivery timelines had slipped and elements of the build were not fully aligned with commercial requirements.
Product data required optimisation. Redirect mapping needed thorough review. Conversion elements were inconsistent. There was a genuine risk to SEO performance and trading stability if the migration was not handled carefully.
At the same time, ecommerce sales were trending downwards.
The wider challenge was also structural. Multiple agencies and external actors were involved across design, development and marketing, creating fragmented accountability.
FWD was engaged on a long term MAXIMISE package to effectively run the ecommerce function, bringing strategy, performance marketing, CRO, site management and commercial oversight under one coordinated structure.
The immediate priority was to stabilise the migration and protect trading performance.
The Approach:
Migration Stabilisation & Launch Control
Working alongside the development agency and internal teams, we:
- Reviewed and corrected redirect mapping
- Optimised product data and category structures
- Identified and resolved launch snags
- Refined key conversion pages
- Protected SEO equity throughout transition
The Shopify Plus migration was successfully brought over the line in a controlled manner, minimising disruption and preserving organic visibility.
Full Implementation & Ecommerce Strategy
Following launch, we embedded as the operational ecommerce lead, working closely with senior management, the internal product team, customer service and the external design agency.
Our remit includes:
- Ecommerce strategy and commercial target setting
- Annual and quarterly marketing planning
- Performance marketing management across Meta and Google
- CRO and on-site optimisation
- Ongoing Shopify Plus site management and implementation
- Reporting, forecasting and P&L oversight
Meta and Google Ads are now managed in a coordinated structure, balancing brand building with performance acquisition and margin control.
A key part of the engagement has been centralising activity. Where there were previously multiple agencies and dispersed accountability, FWD now acts as a single point of coordination and commercial ownership for ecommerce.
This has created clarity, faster decision making and measurable commercial alignment.
The Results:
- Sales Recovery – From decline YOY to +30% YOY within the first six months
- Profit Improvement – Stronger margin discipline and channel efficiency
- Brand Visibility Growth – Increased search demand and paid performance
- Operational Clarity – Centralised ecommerce leadership and delivery
Edwina Byrne, Financial Director
FWD is an exceptional digital marketing and ecommerce partner. Professional, knowledgeable, and very easy to work with. They have helped us significantly improve our ecommerce performance and digital marketing efficiency. We highly recommend them to any brand looking for sustainable online growth.
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