By Baby is a fine jewellery brand trading online and from its boutique on James Street in Fortitude Valley, Brisbane. The range runs from ready-to-ship pieces to made-to-order, with resizing, in-store collection and international shipping behind it. It is a category people research before they commit, and one where a single order is worth many times a typical eCommerce basket. Customers come back for the next piece, and the one after that.
By Baby didn't ask for Customer Hub. They came to Atlas Studios as a growth partner across their Shopify store, and we put it on the table.
The commercial case was simple. A high-consideration purchase generates a lot of activity that never becomes an order – pieces saved, questions half-answered, journeys abandoned three steps from checkout. By Baby needed that activity to lead somewhere.
Nothing was broken. That is a harder brief than a rescue.
The clearest problem was favouriting. Customers were already using it heavily, and it had never been built properly or connected to anything. Saving a piece led nowhere – no follow-up, no reminder, no revenue.
The second constraint was register. A customer portal on a fine jewellery site cannot look like a support widget bolted onto a luxury brand. Every block had to carry By Baby's branding and hold the same standard as the storefront.
And it had to be live in three weeks.
We started with the questions, not the features.
Our Customer Experience & Retention team worked with the By Baby team to surface the questions customers ask most often before they buy – is this piece ready to ship or made to order, do you offer resizing, do you ship internationally, can I collect in store – and built the hub around those rather than around everything Klaviyo Customer Hub can do.
Every block had to earn its place. If we couldn't name the customer who would open it and say why, it didn't ship.
Our Customer Experience & Retention team launched Klaviyo Customer Hub for By Baby in February 2026, branded to match the storefront: live chat, order history and tracking, saved favourites, recently viewed pieces, newsletter sign-up, profile management, and the FAQ set built from the research.
Favouriting now connects to something. Active accounts using favourites are up 25% on the period before launch, and a saved piece feeds follow-up instead of sitting in a browser tab.
The commercial effect shows up in basket size. Between launch in February 2026 and August 2026, average order value through Klaviyo Customer Hub ran 18% above the average order value of the online store.
Support consolidated at the same time. The most common questions answer themselves, replies go out faster, and the team spends less of the day repeating itself.
