By Pariah – Elevating a distinctive brand behaviour through thoughtful digital design

A By Pariah ring stack is built around the relationship between three pieces. The colour of a stone can change how a gold band reads, and a wider ring can shift the balance of the whole stack. Those are easy decisions to make with the pieces in front of you. Online, you’re usually looking at one ring at a time.

For By Pariah’s website update, we designed and built a Shopify tool that lets shoppers put the pieces together before deciding what to buy.

WorkGroup Studio created the 3D models and rendered a full rotation for each ring. We worked together on the framing and pace so shoppers could see the profile of a slim band and the edges of a larger stone. Working with an individual render for each piece meant the same imagery could be used across different combinations.

The builder starts with ring size, then guides shoppers through three selections. Each piece can be changed without starting again. You can keep the stone you like, try it with a slimmer band, then swap in a diamond ring and see how the balance changes. When the combination feels right, the three pieces can be purchased together.

Side view of a gold ring with a rectangular faceted stone against a black background.

The response to the Ring Stack Builder exceeded our expectations. In the first week after launch, shoppers placed multiple orders worth thousands of pounds, with some reaching five figures. For fine jewellery, where details like the width of a band or the profile of a stone can be hard to judge online, it was an encouraging sign that shoppers felt confident choosing and buying a complete stack they’d put together themselves.