All Blues
Solutions
E-commerce, Development, Design, Centra
All Blues designs jewellery and objects, manufactured in Sweden without compromise. The brand was founded in 2009 in Stockholm with the ambition of providing a new perspective on contemporary jewellery.
All Blues
Researching quality and progression, All Blues jewellery emerges from a dialogue between the rational and the emotional. It serves as a platform for craftsmanship, community, and curiosity.
The jewellery collection is a gathering of iterated designs with equal hierarchy in wearability and expression. Products are seen as a collective system of emotional tools for the everyday.
All Blues believe in the power of small scale and responsible production methods. Using only recycled precious metals, all items are handmade by local artisans at a third-generation foundry outside of Stockholm.
How it’s built
- Platform Centra, headless
- CMS Storyblok
- Frontend Next.js, React
- Payments Adyen, through Centra
- Shipping Ingrid
- Hosting Vercel
- Markets Global, priced per market
A headless Centra storefront
The full catalog and all content are compiled into a cache and served as static pages, with market-correct prices and stock loaded per visitor, so one fast page serves every country. Checkout is built into the site in the brand’s own interface rather than a hosted checkout page, with Adyen handling payment and Ingrid the delivery options.
Jewelry in the details
The necklace pages let customers compose a piece, picking a letter pendant for a chain through product relations in Centra. Size variants held as separate products are merged into a single product page, and sale prices show the lowest price of the last thirty days, straight from pricelist history.
Publishing without deploys
The team publishes from inside the CMS: a built-in tool works out exactly which pages changed and updates only those, so content goes live in moments and the site never rebuilds more than it has to.
Quiet performance
The typeface is self-hosted, marketing tags wait until the page has finished loading, and every form works without JavaScript. None of it is visible, all of it is felt.