Fine Diamonds R Us: custom jewellery e-commerce platform with CRM, AI advisor and MCP, a case study by CodBizz

A diamond jeweller's store that the team runs from the admin, and that an AI assistant can run through MCP.

finediamondsrus.com

Fine Diamonds R Us home page with a hero banner and the main jewellery menu

62

MCP tools for store management

7

Home page layouts

3

Payment providers

1965

Jeweller trading since (client)

The storefront

A fast Next.js store with a certified-diamond search, style pages, bespoke journey and a guides library. Click any screen to view it full size.

Fine Diamonds R Us engagement ring category page with a collection introduction — Category page with an SEO introduction written in the admin

Fine Diamonds R Us solitaire engagement rings listing with sale prices — Style listing with live sale prices

Fine Diamonds R Us certified diamond search with IGI and GIA certificates and filters — Certified diamonds from a supplier feed, with filters and discount

Fine Diamonds R Us bespoke jewellery page — Bespoke journey for custom jewellery

Fine Diamonds R Us natural diamonds guide article — Guides library written for search and for buyers

Fine Diamonds R Us ready to ship jewellery listing — Ready to ship range

Changed in the admin, live on the site

Look and content are controlled by the team. No code release is needed to change a colour, a banner or a page.

Theme and brand

Primary, secondary and text colours, logo, favicon, fonts and the product page layout are set here. The storefront picks them up without a developer.

Primary colourSecondary colourText coloursProduct layouts 1 to 6Chatbot on or off

Banners and home page

Home banners with separate desktop and mobile images, a sale banner, collections, sliders and spotlight sections are arranged and reordered from one screen.

Home bannerSale bannerCategory sectionDiamond sliderReorder

Fine Diamonds R Us admin panel: Banners and home page

Navigation menu builder

The main menu, its dropdowns and the featured links are built and reordered in the admin.

Menu itemsDropdownsSection descriptions

Fine Diamonds R Us admin panel: Navigation menu builder

Email template UI

Order status and other emails are edited in a template editor with placeholders, so the wording and branding match the website.

Order status updatePlaceholdersEmail brandingRich text editor

Fine Diamonds R Us admin panel: Email template UI

Sale and promotions

A store-wide sale is set up with categories, a start and end date and a pop-up, then switched on or off.

Sale periodCategoriesPop-upDiscount tag

Fine Diamonds R Us admin panel: Sale and promotions

Footer and content pages

Footer pages such as delivery, privacy, returns and terms are written and published in the admin, next to FAQ, blog and guides.

Footer pagesFAQBlogGuidesSEO content

Fine Diamonds R Us admin panel: Footer and content pages

Pricing, sale and discounts

Prices follow rules the team sets, not a spreadsheet.

Custom prices and markups

Prices are built from metal, setting and centre diamond. Overrides can be set per product and per setting variant, and a margin calculator sets markups.

Sale and discounts

A store-wide sale, discount codes, reward coupons and an email sign-up discount are all managed from the admin.

Price match

Customers can submit a price match enquiry, which lands in the admin for the team to answer.

Taxes and payments

Tax rules are configured in the admin. Checkout supports Stripe, PayPal and Blink.

AI advisor and MCP

MCP (Model Context Protocol) gives an AI assistant a fixed set of store tools. Changes to payment credentials are blocked.

62 tools in 9 groups

CatalogProducts, categories, tags and taxonomy

OrdersLook up and manage orders

CustomersCustomer records and history

CMSSite settings and content pages

CommunicationEmail and customer messages

EngagementCoupons, rewards and reviews

AnalyticsSales and store reports

FeedbackCustomer feedback handling

MutationsControlled changes, with payment credentials blocked

The group names follow the backend's MCP controllers: catalog, order, customer, CMS, communication, engagement, analytics, feedback and mutation.

CRM, marketing and search

Enquiries are captured, followed up and measured, and pages are built to be found.

CRM leads

Enquiries from bespoke requests, product enquiries, ring size requests, appointments and chat arrive as leads.

Ask Advisor chat

A chat assistant answers shoppers, using Google Gemini through the Vercel AI SDK with fallback between models. The team can step in from the admin.

Email and marketing

Newsletter, Klaviyo sync, marketing events and discount claims are tracked.

Search visibility

Every page has structured data (breadcrumbs, FAQ, products, collections), sitemaps for products, blogs and guides, and an llms.txt file for AI assistants.

Fine Diamonds R Us on a phone: home page

Fine Diamonds R Us on a phone: style listing

The same store on a phone.

Case study

Client: Fine Diamonds R Us, UK. Engagement: monthly retainer.

Stack: Next.js · React · Node.js · MongoDB · TypeScript

The problem

A UK jeweller trading since 1965 needed an online store where the team, not a developer, controls prices, offers, content and look, while search engines and AI assistants can read every page.

What we built

A Next.js storefront, a React admin panel and a Node and MongoDB backend with a built-in MCP server. Pricing, sale, discounts, CRM, email, SEO content and the visual theme are all editable in the admin.

What changed

The team now runs offers, banners, content and enquiries on its own, and an AI assistant can manage the store through MCP. CodBizz keeps the platform running on a monthly retainer.

Jewellery e-commerce Custom vs Shopify for jewellery How live metal pricing works Retainer pricing

FAQ

What is the Fine Diamonds R Us platform?

It is a custom jewellery e-commerce platform for a UK diamond jeweller: a storefront, an admin panel, a backend with custom pricing, a CRM, an AI chat advisor and an MCP server for AI-driven store management.

Who built it?

CodBizz Technologies built the platform and maintains it on a monthly retainer.

Can the team change colours, banners and pages without a developer?

Yes. Primary and secondary colours, banners, the sale banner, home page layouts, footer and content pages, and email template themes are all edited in the admin panel.

How does custom pricing work?

Prices are built from the metal, the setting and the centre diamond. The admin can override prices per product and setting variant, and a margin calculator sets markups. A sale, discount codes and coupons sit on top.

What is the MCP server?

MCP (Model Context Protocol) lets an AI assistant work with the store through a fixed set of tools. The platform exposes 62 tools covering catalog, orders, customers, content, communication, engagement and analytics, and it blocks changes to payment credentials.

Is the platform built for search and AI visibility?

Yes. Pages carry structured data, the site publishes sitemaps for products, blogs and guides, and it serves an llms.txt file so AI assistants can find the key pages.

Can CodBizz build a similar jewellery or B2B e-commerce platform?

Yes. CodBizz builds jewellery and B2B e-commerce platforms with custom pricing, CRM, AI integration and an editable storefront on a flat monthly retainer. Book a call to discuss your project.

Need a store the team can run?

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