Helping customers shop with confidence, wherever they start. Grahams Jewellers brings together craftsmanship, heritage and connected retail
Since 1932, Grahams has been part of South Australia’s jewellery story. Founded by the Grahams brothers, the brand was built on a shared passion for high-quality diamonds, gemstones and Swiss watches, paired with a commitment to exceptional customer service.
More than just jewellery, Grahams has always been about the moments behind each piece, engagements, birthdays, milestones and memories that last a lifetime. Today, that same philosophy is guiding how Grahams approaches modern retail.
Creating confidence before customers walk in-store
Jewellery is rarely an impulse purchase. Customers want reassurance, availability and the ability to see a piece in person before committing.
Grahams recognised an opportunity to remove that uncertainty.
By implementing Find in Store, Click & Collect and Store Locator across their Shopify store, they’ve made it easier for customers to move from online inspiration to in-store experience.
Customers can now:
- Check real-time availability at nearby stores
- Select a convenient location for Click & Collect
- Quickly find and navigate to their closest Grahams store, all within a single, seamless journey.
Turning meaningful purchases into seamless journeys
For Grahams, this transformation isn’t just about convenience, it’s about supporting how customers shop for important moments.
By surfacing store availability early:
- Customers gain confidence before visiting
- Store visits become more intentional
- Online discovery naturally leads to in-store engagement
Click & Collect complements this by offering a reliable way to secure a piece quickly, especially for time-sensitive occasions.
Making better use of what already exists
Rather than reinventing their retail model, Grahams focused on unlocking more value from their existing store network.
With stockinstore, they can:
- Expose store-level inventory online
- Reduce missed opportunities due to stock limitations
- Improve fulfilment visibility for store teams
- Create a more unified experience across channels
This ensures every store plays a more active role in the digital journey.
“Retailers are sitting on a huge competitive advantage in their store networks,” said Gil Blackstone, Co-founder & Director at stockinstore. “The key is unlocking that inventory online. Grahams is doing exactly that, turning their stores into a powerful extension of the digital experience and driving more customers in-store with intent.”
Keeping the human touch at the centre
What hasn’t changed is just as important as what has.
Grahams stores remain central to the experience, places where customers can see, feel and choose pieces with the support of knowledgeable staff. By enhancing visibility and convenience online, store teams can focus on delivering the personalised service Grahams is known for.
A natural evolution of the Grahams experience
From its beginnings in 1932 to today, Grahams has always been about quality, trust and meaningful moments. This next step brings that same philosophy into a more connected retail world, where online and in-store experiences work together to better serve the customer.
Technology stack
Ecommerce: Shopify
ERP and POS: Microsoft Business Central
A big thank you to Roumen Staykov, Sandra De Gregorio and the wider Grahams team for their collaboration in bringing this experience to life.
