Building a scalable foundation for an internationally expanding brand
As Rosefield Watches expanded into an internationally recognized jewelry and watch brand, their Adobe Commerce (Magento) platform struggled to keep up with demand — creating instability during peak traffic and increasing operational complexity. Domaine partnered with Rosefield to migrate to Shopify, creating a reliable, scalable platform built for international growth. The goal was simple: eliminate performance risks while enabling the team to focus on expanding the brand globally.
From platform instability to dependable performance
Before migrating to Shopify, Rosefield’s Magento infrastructure regularly struggled to handle traffic spikes. At one point, the site crashed within the first hour of launch due to overwhelming demand, and a prolonged outage on Black Friday 2018 resulted in significant lost revenue on the most critical sales day of the year. With Shopify’s infrastructure handling scale automatically, the brand no longer needed to worry about server capacity or downtime during major sales moments. This shift allows Rosefield’s internal teams to redirect their focus from maintaining infrastructure to growing the business.
A multi-store architecture built for international expansion
As Rosefield expanded globally, localized experiences became essential to connecting with customers in each market. Rather than relying on simple translation layers, Domaine implemented a multi-store architecture in Shopify that enables the brand to tailor storefronts for individual regions. Each market can now localize design, content, and app integrations while maintaining a unified commerce ecosystem. This approach supports Rosefield’s growing international footprint, with dedicated storefronts across regions including the United States, Canada, Australia, the United Kingdom, Germany, and additional markets.
Interactive product customization with a Shopify configurator
Rosefield offers customers the ability to design their own jewellery directly on the site. To further differentiate the brand experience, Domaine developed a custom Shopify configurator that allows shoppers to visualize personalized jewellery in real time. Customers can combine elements such as charms, stones, and engravings while instantly seeing how their selections change the final product. Behind the scenes, the tool uses layered imagery and dynamic configuration logic to render personalized products seamlessly within the shopping experience. Once a design is complete, customers can add the item to their cart immediately, creating a smooth path from customization to purchase.
A long-term partnership built for continuous evolution
For Rosefield, the Shopify launch was only the beginning. Since the initial migration, Domaine has remained closely involved in the ongoing evolution of Rosefield’s site — launching new features, improving functionality, and supporting the brand’s growth strategy. Over the course of several years, the collaboration has included upgrading their Shopify store and the development of multiple configurators that continue to expand the brand’s customization capabilities.
Results: a global commerce platform built for growth
By migrating Rosefield from Adobe Commerce (Magento) to Shopify, Domaine helped transform the brand’s digital foundation from a platform constrained by performance issues to one built for reliability and expansion. Today, Rosefield operates a global multi-store ecosystem that supports localized customer experiences across key markets. With infrastructure complexity removed and a scalable architecture in place, Rosefield is positioned to continue expanding internationally while delivering a seamless customer experience across every region.
