How Alex and Ani Grew Halloween Collection Sales 71% with Kimonix
Alex and Ani is a Rhode Island jewelry brand known for its expandable charm bangles, alongside necklaces, earrings and rings. Ahead of the holiday season, the team ran an A/B test for a few weeks on its Halloween jewelry collection: manual sorting against the Kimonix Collection Sorting app, on the same collection and the same traffic. The automated version drove 2.4x the click-through to product pages and 71% more sales.
2.4x
More shoppers clicking into products
+71%
Sales
1.8x
Higher conversion rate
The Challenge: Manual merchandising on a fast-growing jewelry catalog
Alex and Ani adds new pieces every week to a catalog of thousands of SKUs. Shopify's native best-seller sort ranks products by total revenue to date. That suits a stable catalog, but here it kept long-running styles on top while new arrivals sat further down. With the holidays ahead, the team needed collections that kept new, high-potential products visible without re-sorting every page by hand.
The Solution: Automated collection sorting, tested head to head
The team ran the test with Kimonix's built-in A/B testing, which credits each sale to the collection page the shopper came from. The Collection Sorting version used a strategy that blends newness with best-seller performance. It re-ranked the collection automatically as demand and stock moved, and pushed out-of-stock products down.
Explore Kimonix collection sorting →
Conclusion
“Fantastic app that's very easy to use. The support we've received since installation has been outstanding. [The Kimonix team] are extremely knowledgeable about merchandising and helped us understand how to leverage different triggers to improve our merchandising strategy. Highly recommend this app and team!”
Puja Patel
Senior Director, E-commerce & Marketplace, Alex and Ani
Key Takeaways
+71%
Sales
+66%
Gross profit
From the same traffic, the Kimonix version beat manual sorting at every step: more shoppers clicked into products, more of them bought, and the collection drove 71% more sales and 66% more gross profit.
- A sort that blends newness with sales performance kept a seasonal collection current without daily manual sorting
- The lift came from the same traffic: better ordering turned more existing visits into sales
- Product order alone moved every step at once: more product views, more orders and more sales from the same collection
- In a seasonal jewelry collection, the first rows decide whether shoppers click into products at all
Frequently Asked Questions
What results did Alex and Ani see with Kimonix?+
In an A/B test on its Halloween jewelry collection, Alex and Ani's Kimonix-sorted version drove 2.4x the click-through to product pages, a 1.8x higher conversion rate, 71% more sales and 66% more gross profit than manual sorting, even with 8% fewer collection views.
How do Shopify jewelry stores improve their merchandising?+
By sorting collections on current performance, not total revenue to date. Jewelry catalogs keep adding new pieces, and a best-seller sort built on all-time revenue keeps older styles at the top. A strategy that blends newness with sales performance, pushes out-of-stock pieces down and keeps a few hero pieces pinned keeps the first rows of every collection current. The Kimonix Collection Sorting app runs that automatically on Shopify.
What is a good seasonal merchandising strategy for jewelry?+
Let the collection re-rank itself while the season runs. Seasonal jewelry collections only last a few weeks, so there's little time to learn by hand which pieces sell. Automated sorting reorders the collection as demand and stock move. On Alex and Ani's Halloween jewelry collection, that drove 71% more sales than manual sorting.
Does automated collection sorting work for jewelry brands?+
Yes. Jewelry catalogs add new pieces constantly and lean on seasonal and gifting moments, so a hand-sorted collection goes stale quickly. A strategy that blends newness with sales performance keeps new arrivals visible next to proven sellers, which is how Alex and Ani lifted sales 71% on its Halloween collection.