The brief

Fairy Chest sells author handmade jewellery: brooches, necklaces, bracelets, earrings and sets. The pieces are made by Natali, the maker behind the brand. On the store's About the brand page she tells how she has made jewellery since childhood, and that her first piece was a brooch she gave to her mother.

Fairy Chest is a brand held within our own group of companies, and its store lists the same Kyiv address as other group businesses. This case describes work for a sister brand.

Handmade jewellery is a crowded online category. Buyers often shop for a gift, compare pieces by photo and ask whether a piece can be made in another colour or size. The brief was a store that could carry a wide range of one-off designs, take payment online and explain custom orders clearly.

The domain fairychest.art was registered on 3 April 2019. The design mockups show blog posts dated December 2019 and January 2020, and the Internet Archive's first capture of the working store dates from 23 September 2020.

What we did

Market analysis, prototypes and design

The project began with a market analysis and site prototypes, followed by the store design: a light layout with berry accents. The home page carries the hero "Author handmade jewellery", category tiles, featured products, a blog block and an SEO text, and the About the brand page has its own layout.

Catalogue, product card and cart

We designed the product catalogue section, the product card and the cart. On the live store the catalogue goes deep, the way handmade ranges tend to: brooches alone split into beetles, butterflies, Sirin birds, flowers, birds and stars, and exclusive pieces and sets have their own sections.

Development and payments

Animated elements and pop-up forms were coded, the store was programmed, a payment system was connected, and the site was adapted to different devices and tested for functionality and usability. The store runs on MODX Revolution with miniShop2, msMultiCurrency for prices in several currencies and AjaxForm for its forms.

SEO at launch

In her testimonial, Natali says the team also helped with SEO optimisation while the store was launching.

Where it stands today

We checked fairychest.art on 14 September 2026.

The store is live over HTTPS on MODX Revolution, and the http and www addresses redirect to it.
The design matches the mockups in this case: the menu, product names, footer and About page are the same. Internet Archive captures from September 2020, January 2022 and May 2024 show the same design and menu. The footer now reads "Fairychest ©. Все права защищены. 2026" and carries no Marketing MIX credit.
The store works in three languages: Russian at the root, English at /en/ with prices in US dollars (the "Beatrice" necklace costs $40.92) and Ukrainian at /ua/ with prices in hryvnias. A switch changes the currency between UAH, USD and EUR.
The home page lists materials such as Swarovski rhinestones, lampwork beads, leather, silver and natural gemstones. The maker takes custom orders in another colour or size or from a customer's sketch, and repairs jewellery.
Custom orders follow published terms: 30% prepayment, usually 3–5 days of work and a photo of the piece before dispatch; custom pieces cannot be returned. Orders ship in a branded box by Nova Poshta and Ukrposhta within Ukraine, and abroad by arrangement.
The blog holds styling articles, such as how to wear a brooch and how to choose earrings for your face shape. The dates on its listing are from 2019 and 2020.
The footer links to the brand's Instagram, Facebook and Pinterest. The Kyiv city directory vgorode.ua lists the store with the same phone number and website, with zero ratings.

What we would add now

The store already has what a small jewellery brand needs in order to sell: a deep catalogue, three currencies and clear terms for custom work. The gaps are in how search engines and AI assistants read the site, and in visible proof from buyers.

Language signals and a full sitemap

The three language versions have no hreflang links or canonical tags, and all 117 URLs in the sitemap belong to the Russian version. Hreflang links and a sitemap per language would get the English and Ukrainian catalogues indexed. For a Kyiv brand we would also make Ukrainian the default version. See SEO services in Ottawa: technical and local SEO.

Product data for search and AI answers

The pages carry zero JSON-LD blocks, and llms.txt returns a 404 page. Product and Offer markup on every product card, plus Organization data for the brand, would let Google show price and availability in results and give AI assistants reliable facts about the maker and her range. See AI SEO & GEO agency: ChatGPT, Gemini, AI Overviews.

A content pass in each language

The "Recommended products" block on /en/ and /ua/ still shows draft placeholder text, a Ukrainian product name appears on the English home page, and the About page has an empty meta description.

A lighter storefront

The home page loads 88 images without lazy loading, on top of jQuery and several older plugins. WebP images, lazy loading and fewer plugins would speed up the first visit on mobile. See Online store development.

Reviews and fresh content

The home page review block is dated 12 July 2023, and the store has no public ratings. Reviews collected after each purchase, with Review markup, would give gift buyers a reason to trust a small maker, and gift guides linked to catalogue pieces would restart the blog. See SMM and social media management in Ottawa.

Testimonial

Fairy Chest belongs to our own group of companies, so this quote comes from inside the group: it was written by Natali, the maker behind the brand.

Working with Marketing MIX is easy and pleasant. The team knows marketing tools and content management systems well, finds ways to bring a client's ideas to life, and is always ready to answer questions and suggest the best way to do things. They built my online store for author handmade jewellery and helped with SEO optimisation during the launch. I'm happy with our cooperation and recommend MMIX to everyone.

— Natali

For online stores: Online store development. For market research: Market analysis for marketing decisions. For search and AI visibility: SEO services in Ottawa: technical and local SEO and AI SEO & GEO agency: ChatGPT, Gemini, AI Overviews. For social content: SMM and social media management in Ottawa.

Project lead: Marketing MIX. Group brand: Fairy Chest. The testimonial has been edited for readability from the original.

Fairy Chest handmade jewellery store