04/06/2026
📢 Welcome to our newest NAJ member - Caether
Caether is a UK-based digital atelier built exclusively for jewellers. The company helps jewellery brands close “The Storefront Gap” — the distance between a website that looks beautiful and one that is genuinely visible, trusted, and aligned with how customers now discover and buy.
Their point of view
Caether believes the next decade of jewellery commerce will not be won by brands with the largest advertising budgets, but by those that are easiest to find, easiest to trust, and easiest for AI to understand and recommend.
They recognise that most jewellery storefronts were built for a search era that is already passing. Today’s customers no longer rely solely on Google; they increasingly ask platforms such as ChatGPT, Perplexity, and Gemini who to trust. As a result, jewellers that adapt their storefronts to be readable to both humans and AI will be the ones that define the category.
What they do
Caether crafts and refines Shopify storefronts that combine luxury presentation with the structural clarity required by AI systems. Their work spans bespoke builds, platform migrations, conversion optimisation, and ongoing visibility improvements.
Each engagement begins with The Storefront Gap Audit — a diagnostic assessment across 15 criteria covering trust, conversion, and AI readability.
Credentials
Caether is a Shopify Partner, Meta Business Partner, and Google Partner. The company was founded by Ewan Duncanson and is based in Birmingham.
