Brighton: An Exquisitely Crafted Digital Transformation

Brighton, known for its exquisitely crafted women’s handbags, jewelry, and bracelet charms, has taken its world-class design to a new level with a complete digital transformation. In partnership with CQL and Scruggs Consulting, Brighton sought to achieve brand consistency across all channels, including the website, stores, and catalog in a new customer-driven, digital-first approach.

The CQL & Brighton teams collaborated on concepts and designs in a brand refresh that elevated and modernized the Brighton brand. Using mood boards and digital styles to change colors, fonts, photo direction, and layout, both teams crafted a new best-in-class Brighton design that’s contemporary, chic, fun, stylish and customer-focused.

With a stylish, elevated new look, a user-friendly commerce platform, and over 20 new integrations with 3rd parties, Brighton unveiled a brilliantly crafted new customer-first digital ecosystem.

Built on Shopify Plus, Brighton’s new site offers a robust suite of third party applications including: Locally (inventory by store locator), PIM (Salsify), Yotpo (Reviews, Loyalty & UGC), Shopify Payments (including Apply Pay & Google Pay), Searchspring (Search, Merchandising, and Personalization), Aftership (Shipment Tracking), Loop Returns (Return Management), Gorgias (customer service), Clutch (physical & e-gift cards), Avalara (taxes), Signified (fraud prevention), Elevar (tagging), Tangibly (product size comparison), Wrap In (gift wrapping), Salesforce Marketing Cloud (email), Customization (product personalization), and AWS (supporting CQL’s custom middleware to Brighton’s OMS).

By accessorizing every aspect of the Brighton site – from shopping to post-purchase support, Brighton delivers an industry leading customer experience, with a perfect blend of automation and personalization to grow their business. At last, Brighton’s phrase “World Class Design, Handcrafted to Last” applies no longer to just their finely detailed pieces, but now to the entire Brighton shopping experience.

“Brighton and CQL were able to design a robust and next-gen online experience that builds customer engagement and loyalty. With a vibrant new brand refresh and custom features essential to the fashion industry, our site offers advanced product personalization and customizations, targeted content, UX best practices, and a brand consistency across all digital channels for a seamless and enjoyable shopping experience.” - Matt Kohl, CEO, Brighton