Schullin has a grand tradition so the step towards e-commerce had to be very carefully thought through. The online shop is in a similar style to the actual store, subtly underlining the timeless elegance of the jewellery on display while conveying a hint of luxury. Yet, however sophisticated a website is in terms of design and content, it must also be simple to use and manage. All existing customers should be able to use the online ordering process, as well as new customers who, because of distance, may only ever purchase online. And because e-commerce is always expected to be fast, the system has been designed to allow customers to manage products and content themselves.