Roxie®

Roxie® faced three compounding challenges as they looked to scale their jewelry business through a modern dropshipping model. First, manual operations.the existing setup required merchants to manage inventory and logistics entirely by hand, creating a ceiling on scalability and introducing constant operational inefficiency. Second, limited customization options.the platform lacked any tool for customers to personalize their jewelry, which was central to Roxie®'s value proposition and a key differentiator in the jewelry market. Third, a complex e-commerce integration challenge.transitioning to a Shopify-based model required a streamlined, purpose-built solution capable of handling both product customization and the full dropshipping workflow simultaneously, with no off-the-shelf option that could serve both needs.

CodeBricks approached the project in two parallel workstreams.the customer-facing experience and the merchant/admin backend. For customers, the jewelry configurator was designed to be intuitive enough that any user could personalize products without friction, making customization a delight rather than a barrier. For merchants and admins, the focus was on eliminating manual work entirely: building a white-label dropshipping system that handled logistics automatically, and an admin dashboard that gave Roxie® full visibility and control over inventory, orders, and merchant products. Shopify served as the commerce backbone, extended through custom integrations built on Node.js, React, Ruby on Rails, and AWS to deliver the scale and flexibility the platform required.