Off-the-shelf ecommerce could not support the buying experience Nubon needed
Key results at a glance
A quick view of how Nubon transformed its commerce platform into a custom, owned D2C experience for premium jewellery.
Nubon’s track record
Why the old stack stopped fitting the business
Nubon needed premium, trust-led buying experiences, but off-the-shelf storefront tools were optimized for generic checkout flows, not the custom lifecycle journeys the brand depended on.
The platform could not express the business model.
Standard storefront software made it hard to support try-at-home programs, swap-within-a-year logic, and deeper operational integrations. The product looked polished on the surface, but the core buying experience was constrained.
Before and after Nubon
The real shift was moving from generic ecommerce constraints to a commerce engine shaped around Nubon’s premium customer journey.
Generic ecommerce with rigid logic
- Special purchase journeys were hard to model cleanly
- Backend logic and integrations were restricted by SaaS conventions
- Customization added cost and long-term complexity
- Platform choices forced trade-offs between polish and flexibility
Custom commerce built around trust-led buying
- Try-at-home and swap flows became first-class platform features
- Business logic, data, and integrations moved under Nubon’s control
- The architecture could expand into new categories and geographies
- The storefront matched the brand’s premium experience end to end
Rigid buying flows
Standard commerce systems could not naturally support Nubon’s try-at-home and swap-within-a-year journeys without complex workarounds.
Limited backend control
SaaS commerce tools restricted access to core business logic, which made fulfillment, CRM, and custom operational workflows harder to connect cleanly.
Too much trade-off between polish and flexibility
Feature-rich platforms offered convenience, but extending them for Nubon’s business model increased cost, complexity, and dependence on external constraints.
What made the rebuild difficult
Nubon needed enterprise-grade polish and reliability while also supporting customer journeys that typical commerce products were never designed to handle.
Match premium UX with custom business rules
The platform had to feel as polished and dependable as leading commerce systems while still supporting workflows unique to Nubon.
Support trust-heavy jewellery buying journeys
High-value purchases needed more than checkout optimization. They needed flows that helped customers feel safe before and after the sale.
Build for future expansion without another rebuild
The architecture needed to support new categories, markets, and operational logic without forcing another platform migration later.
How Nubon rebuilt the platform
The solution was a custom commerce foundation: headless core, business-specific flows, and operational logic built around the full customer lifecycle instead of a generic transaction model.
Swap-within-a-year flow
Nubon built a custom exchange system with eligibility checks, return handling, order lifecycle tracking, and inventory visibility so the promise became part of the platform itself.
Try-at-home jewellery experience
The platform introduced a dedicated sample-order journey with deposit handling, timed trials, delivery, pickup, and returns built into the commerce flow.
Medusa-powered custom commerce core
Using Medusa.js as the base, Nubon created a modular headless stack for product management, cart and checkout APIs, fulfillment, order tracking, and custom loyalty or discount logic.
Architecture
Nubon was redesigned as a headless commerce system: storefront experience on top, custom customer journeys in the middle, and a modular backend for products, orders, fulfillment, and lifecycle operations underneath.
Built to support premium commerce without SaaS limits.
The architecture separated the customer experience, the business-specific buying logic, and the operational backend so Nubon could grow without inheriting the limits of a closed platform.
- Headless commerce foundation with Medusa.js
- Custom flows for try-at-home and swap-within-a-year journeys
- Independent product, cart, checkout, and order modules
- Integrations for fulfillment, loyalty, CRM, and lifecycle operations
What changed after the rebuild
The result was not just a nicer storefront. It changed how customers bought, how fast the brand could launch new experiences, and how much control Nubon had over its future commerce roadmap.
From constrained storefront to owned commerce platform.
Nubon turned ecommerce from a restrictive tool into a strategic product layer: better customer trust, faster experimentation, and a foundation that could grow with the brand.
higher repeat purchases after introducing custom purchase journeys
See our Excellence being validated
What Our Partners Say?
Apoorva came in and not only took over the full backend technology but also built an amazing team of talented engineers who were hungry to make an impact. He optimized our technology function end to end starting from building an in-house technology team
Ashit Joshi
Ex Director of Engineering Chegg
Gaurav is super good at troubleshooting issues and does necessary research and identifies the approach/root cause. Given a problem he comes up with quick proposals/solutions with the required amount of research.
Sathishkumar Subramaniam
Amazon
From the start, Apoorva impressed me with his remarkable creativity. He consistently brought fresh perspectives and innovative solutions to the table, challenging the status quo and pushing our team to think outside the box.
Rupesh Bansal
Software Engineer
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