Rellas Jewellery

Rellas has sold jewellery in Patras since 1935. Alongside engagement rings, wedding bands and baptism crosses, it is an authorised retailer for Tissot and carries Hamilton, Swatch and a dozen other watch brands — more than a thousand references, most of them described by a technical table rather than by prose.

The shop ran on OpenCart 3.0 with a commercial theme, a version no longer maintained. Its login page had been the target of automated password attempts for years, and every change to the storefront had to be pasted into two free-text fields of the theme's settings.

It had no search-friendly addresses — every product lived at an index.php URL — and the specifications of each watch sat inside its description as text, so none of them could become a filter, and none of them could be found by someone searching for exactly that watch.

The whole catalogue

1,629 products with their 2,075 photographs, categories, brands, customers and past orders, imported from the OpenCart database into NEXTCOMMERCE.

Every old address answered

Each index.php product, category, page and brand URL that Google knew redirects permanently to its new home, so the shop kept the positions it had earned.

Launch without a gap

The new shop ran on a staging address until the day of the switch; the domain moved in minutes, with email untouched.

Structured specs

The spec tables of 1,134 watches and rings became structured fields — dial, case, diameter, movement, water resistance, metal, finish, carat — with one consistent spelling for each value.

Filters people actually use

Brand, dial colour, diameter, movement, strap, stones: several at once, on phone and desktop.

Descriptions from the facts

Every watch and ring has a written description generated from its own specifications — no invented claims — and ready-made templates let the shop enter new products the same way.

Programmatic SEO

Around 4,600 landing pages built from real combinations in the catalogue — «Tissot men's watches with a blue dial», «VeraOro wedding bands with a satin finish» — each with its own title, heading and copy, and combinations that would only repeat another page kept out of the index.

Ready for AI answers

Product, store and organisation data in schema.org, and an llms.txt map of the shop, so assistants such as ChatGPT and Gemini can read and cite it.

Payments

Cards, Apple Pay, Google Pay and IRIS through Nexi XPay, plus bank transfer and cash on delivery — switched off automatically above €500, as Greek law requires.

Automated email

Order confirmations, product enquiries and owner notices sent from the shop's own address, signed and authenticated; opt-in reminders for a forgotten cart, saved favourites and recently viewed pieces.

Speed

Page caching for visitors, limits on aggressive crawlers and a lighter homepage film took the server's first response from about 2.4 seconds to about 0.3.