Luna & Stone Jewelry – Welcome & Abandoned Cart Flows

Overview

For Luna & Stone Jewelry, a Shopify-based lifestyle brand, I designed the storefront and email communication system from the ground up. After customizing the Shopify theme with Liquid, I integrated Klaviyo to implement two automated flows:

• Welcome Flow (3 emails): Introduction, product storytelling, social proof via customer reviews.
• Abandoned Cart Flow (2 emails): Gentle reminders and urgency-based last chance messages.

All emails were hand-coded in MJML for full responsiveness, tested across devices, and styled to align with the brand’s elegant aesthetic.

Process

• Built a Shopify store and added the product catalog with a custom pop-up for email capture.
• Coded branded MJML templates with personalized details and customer review blocks.
• Planned multi-step flows combining storytelling, education, and urgency.
• Configured automation in Klaviyo including triggers, timing, and segmentation.
• Tested across desktop, mobile, and popular inbox clients to ensure consistency and deliverability.

Results & Learnings

• Delivered a complete customer journey with automated flows, reinforcing brand voice and engagement.
• Applied personalization and social proof in emails to increase open and click-through potential.
• Enhanced MJML coding efficiency compared to previous projects.
• Gained experience building a full Shopify + email ecosystem from scratch.

Key takeaway: Campaigns succeed when design, messaging, and segmentation work together — even small A/B improvements can have a big cumulative effect.