About the brand
Thomas & George is a UK watch and jewellery brand selling through paid social and PPC. With quality products and active ad spend already in place, the business was struggling to convert that traffic into revenue. They came to JM Digital with a clear problem: their website wasn’t working hard enough.
The challenge
When Thomas & George first engaged JM Digital, their site was averaging a conversion rate of between 0.6% and 0.9%. Paid traffic was being driven to poorly optimised landing pages that weren’t set up to convert, meaning significant ad spend was being wasted at every session. The product and the brand were strong, but the website was the bottleneck holding revenue back.
What we did
JM Digital rebuilt the Thomas & George website on a new Shopify theme with mobile optimisation and customer journey at the centre of every decision. Rather than simply refreshing the design, the rebuild focused on the structural and technical fundamentals that drive conversion: page hierarchy, mobile experience, product listing pages, product detail pages, and the path to purchase.
Alongside the Shopify build, JM Digital reviewed the brand’s existing paid traffic from their PPC and paid social team and redirected sessions to the most relevant product detail pages and product listing pages. Getting the right traffic to the right pages is one of the most overlooked levers in ecommerce, and the impact here was immediate.
Beyond the website work, JM Digital connected Thomas & George with Hattie Carter, a TikTok Live presenter from our creator network, to lead the brand’s TikTok Shop launch. This is the kind of value JM Digital brings beyond strategy and execution: a genuine network of creators and commercial relationships that open doors for the brands we work with.
The results
The impact of the Shopify rebuild was immediate and significant. Conversion rate improved from between 0.6% and 0.9% to over 2%, more than doubling the previous average. Critically, this improvement was driven entirely by structural and technical changes to the site rather than increased ad spend, making it one of the most commercially efficient interventions JM Digital has delivered.
In Q3 2025, Thomas & George achieved revenue growth of +897% year on year, with orders up +658%, average order value up +28%, new customers up +640%, and revenue per visitor up +208%.
“Working with James throughout 2025 on Thomas & George has seen the business experience year on year revenue growth of over 700%. He is extremely knowledgeable and great to work with.” Jamie Rice, Thomas & George
“James is brilliant at bringing people together. He connected me with one of his clients to collaborate on launching TikTok Shop Lives, and it’s been a great success. Really appreciate the introduction, highly recommend working with James.” Hattie Carter, TikTok Live Presenter
Ready to grow your brand?
JM Digital works with DTC brands across the UK and Ireland on Shopify builds, ecommerce growth strategy, and influencer-led marketing. Get in touch to talk through your goals.
