British jewellery brand’s migration to Magento 2


Migration of an online store from Magento 1 to Magento 2 for Dinny Hall — British manufacturer of luxury jewellery.

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Dinny Hall



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History of cooperation

Dinny Hall is a British brand that has been creating handmade & luxury jewellery for women for over three decades.

June 2020 was an important date for e-commerce companies that were based on the Magento platform — due to the official Magento 1 support expiry date. From then on, online sellers who used this version of the system could not count on support and security patches by Magento. For this reason, the Dinny Hall brand made the decision to migrate to Magento 2.

The project started in 2019 and progressed slowly due to the lack of skilled Magento 2 resources within Dinny Hall’s established partner. With time getting closer to the deadline, the company made the decision to seek an alternative experienced partner who would help them smoothly upgrade the online store using the new software.

case study magento 2

Magento audit

In the first stage of cooperation, we performed an audit of the Magento 1 platform on which the Dinny Hall store was based. After the analysis, we proposed to the client to upgrade the platform to the latest version, and erase the Magento 1 code so that the new system would be efficient and operating in accordance with the best e-commerce practices.

Strix has proven to be a proactive and committed website partner for our brand. The team gave us the confidence to launch our Magento 2 site, offering unprecedented momentum and integrity to best-practice. We are impressed with their pace, the dedication of the development team and their continued communication throughout a complex build which they inherited from another agency. We feel confident developing further functionalities tailored to our brand with Strix’s team at the helm - Hollie Chung, Head of Marketing at Dinny Hall

Night migration to Magento 2

The next step of the work was to prioritise improvements that would enhance the shopping experience in the Dinny Hall online store in the first place. We recommended to our client functions that should be launched before the migration and those that can be implemented at a later stage.

Then we started the main task — migrating from Magento 1 to Magento 2. As part of the project, we transferred the entire system, and therefore also such elements as customers data, orders, products etc. The challenge for our team was to delve into the intricacies of the previous version of the system, which unfortunately had many bugs.  

We have planned the migration process during the night hours so not to interfere with the shopping access for Dinny Hall's customers. The migration went smoothly, and the new version of the store was up and running within an hour. Thanks to that our client could fully realise its business goals.

case study magento 2


  • safe & efficient e-commerce system Magento 2
  • improved filter performance
  • integration with e-mail marketing system — Mailchimp
  • implementation of Google Tag Manager module for Magento Open Source
  • improvement of the checkout
  • new product page
  • new integration with WordPress — better efficiency
  • PDF module on the product page