About Indigo Lune
Indigo Lune is a UK-based personalised jewellery brand founded in 2015 by sibling duo Chanté and Jules Dupont. Most of the pieces are designed in-house and made to order, so customers can create jewellery that marks a birthday, a memory or a relationship through birthstones, engravings and other personal details. The collection spans rings, layered necklaces, bracelets, hand chains and earrings, crafted for everyday wear, with many pieces designed to be waterproof and hypoallergenic.
Indigo Lune sells to customers around the world through its online store, with the US as its largest market, and the brand is now also showcased at Selfridges in London. With a fast-growing range of customisable products, Indigo Lune is focused on giving customers the confidence to create a piece that feels truly theirs, wherever and however they shop.
Overview
For a brand where every ring is made to order, getting the size right the first time matters more than ever. A personalised piece can’t simply be swapped for another size off the shelf, so sizing uncertainty weighs heavily on a customer’s decision to buy.
Indigo Lune implemented Aitaca’s digital ring sizing solution across its online store to help customers find their size with confidence before they personalise their ring. The brand then went further, making the sizer a visible part of its shopping journey online and bringing it into its retail presence at Selfridges.
The Challenge
Buying a ring online already comes with hesitation when customers aren’t sure of their size. For Indigo Lune, the stakes are higher: most pieces are custom-made, with birthstones, engravings and personal details chosen by the customer, so they generally can’t be returned.
That makes size confidence a key part of the purchase decision. Customers need to feel certain before they invest time in designing a piece, and the brand needs to avoid the cost and disappointment of a personalised ring that doesn’t fit.
Indigo Lune was looking for a sizing solution that would be accurate and easy to use, fit naturally into a shopping journey built around personalisation, and work for an international customer base shopping in many different languages and markets.
Our Solution
Indigo Lune integrated Aitaca’s AI Sizer into its product pages, letting customers find their ring size online in a few simple steps. Once a size is recommended, customers can move straight on to personalising their piece within Indigo Lune’s own design experience.
The Sizer is available in 13 languages, so international customers can find their size in their own language.
Indigo Lune actively drove adoption across its channels. As part of a new site navigation, the brand featured the Sizer directly within its Rings menu.
Key implementation highlights:
- Simple integration: set up directly through Aitaca’s Shopify app.
- Seamless fit with personalisation: the recommended size carries over to the product page, keeping customers inside the brand’s design experience.
- Built for international customers: 13 languages for customers around the world.
- Visible across the journey: featured within the rings menu of the site navigation.
The Results
In its first months with Aitaca, shoppers who used the AI sizer moved through Indigo Lune’s store very differently from those who didn’t.
Among sessions that viewed product pages with Aitaca’s Sizer, those where shoppers used it had an add-to-cart rate 3.4 times higher than those where they didn’t, a checkout rate 4.2 times higher and a purchase rate 4.8 times higher.
The difference holds after the cart, too: carts from AI Sizer users were 1.4 times more likely to end in a purchase than other carts, even though customers still go on to personalise their piece after choosing a size.
These figures compare shoppers who chose to use the virtual sizer with those who didn’t. They show that customers who check their size are far more engaged and far more likely to buy, making sizing a natural step on the path to purchase for a personalised jewellery brand.
Higher conversion rate among AI sizer users
Higher add-to-cart rate among AI sizer users
Higher cart-to-purchase rate among AI sizer users
Looking ahead
Indigo Lune and Aitaca are working to make sizing an even more natural part of the personalised shopping journey. Next steps under way or being explored include bringing the sizer into the brand’s email communications, measuring in-store engagement at Selfridges through dedicated QR codes, and connecting the sizing step even more closely with the product personalisation flow.
As Indigo Lune grows into new markets and expands its range, the sizing data generated by Aitaca also opens a broader opportunity: understanding how customers in each country engage and size, and using those insights to keep the experience relevant and seamless for every customer, online and in-store.
Testimonial
Because our pieces are made to order, our customers need to feel confident about their size before they start designing. Aitaca’s AI size recommender gives them that confidence. It’s simple, accurate and fits naturally into our personalisation journey.