Custom E-commerce Solution for Personalized Jewelry

The Client

Melissa Clayton is proud mom of three and an evangelist. She started Tinytags as a means to make other moms feel special with customized pendants.


  • Database Design
  • Process Automation
  • Custom Backend



Melissa’s entrepreneurial journey started out right out of her home. Her vision to make custom pendants that have baby names and dates was an instant hit with other moms (and dads too). Her neatly maintained excel sheet and customer receipts did not keep up with her growing business. The process became cumbersome for her as well as her production team that engraved the tags. Melissa sought Galaxy’s help to transform her manual spreadsheet based business into a modern 21st century custom e-commerce store. With an automated backend system to improve efficacy of the current website.


The Challenge

At Galaxy, we work with a lot of WooCommerce stores. Online stores run on generating a unique SKU for each product. Customization is a different business altogether. Every customizable detail will result in a different SKU. Everything from spelling, lower/upper case to style to number of characters counts. This results in a highly complicated backend code to ensure that the end-user gets exactly what they ordered. Fortunately, we were able to add a series of product codes for single item to distinguish each variation with a different product code.

The Solution

With our 10+years of experience working with SME’s, Galaxy was quickly able to identify the pain-points. We focused on helping the client automate the order fulfilling process rather than focusing on a pretty design. Creating a functional back-end that improved efficiency by 40%.

During the project kickoff, we discussed all use cases and delved deep into user journey and experience. In one such session, we discussed how users feel the need of viewing customizations before placing their order to see how the pendant or charm would actually look. Armed with this info we created a customized code to do just that. Help users view customizations.

We were able to create all possible permutations and combinations of SKU that were possible. Plotted them against past orders to find the most relevant orders, remove the ones that did not work thereby, creating a realistic system. A system that could create a unique order code for different customizations to a single product.

The standardized products helped reduce back-n-forth communication between Melissa and her production team. This system maps the codes to order instructions including names, fonts, size, single or double tags, font/back engraving etc. Resulting in a foolproof system for the production team when it comes to instructions for order fulfillment. Once the order is worked on, the team can update it to the system, keeping Melissa in the know of every step along the way.

This custom inventory system was then integrated to WooCommerce admin panel that tracked orders placed, processed, dispatched and/or delivered. This provides end-to-end tracking from the admin panel all a click away. We upgraded the panel to provide useful business analytics that help Melissa keep better handle on her business.

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