Specialist support for the jewellery & watch trade.

Deep trade experience alongside everything else I do: Pursuit, Crystal and JewelMaster EPOS integration, catalogues of thousands of SKUs, and AI product data pipelines built for jewellers and watch retailers. One specialism among several — not the only thing I do.

I spent nearly two decades inside the watch and jewellery trade — Web & IT Manager at Swico, then Global Ecommerce Development Manager at Movado Group — before founding ELK. So when a jeweller or watch retailer needs ecommerce that understands EPOS, certificated stones and supplier feeds, I’m not learning the trade on your time. It’s one of the things I do well, sat alongside my wider Shopify, WordPress and SEO work.

EPOS ⇄ web, kept in sync
Showroom Pursuit / Crystal / JewelMaster EPOS
Storefront Shopify / WooCommerce
Stock · pricing · products — synced, not keyed in twice.

What makes the trade work different?

Context, mostly. I know how Pursuit, Crystal and JewelMaster behave, what certificated stone data needs to look like, and how supplier feeds arrive. That means less explaining on your side and fewer surprises on mine — and being CMJ-approved helps too.

Can you integrate my EPOS with my website?

Yes — this is core to the trade work. Pursuit, Crystal Commerce and JewelMaster integration, so stock, pricing and products stay in sync between the showroom and the storefront rather than being keyed in twice.

Can you handle thousands of products from multiple brands?

Yes. I’ve built AI product data pipelines that take minimal supplier data — a brand, a model number, a price — and turn it into complete, structured, SEO-ready listings across brands like Seiko, Longines, Nomination and Raymond Weil. It turns a stock list into a full catalogue in hours rather than weeks.

I’m not in the jewellery trade — does that matter?

Not at all. This is one specialism among several. Everything else here — Shopify, WordPress, ecommerce, SEO and GEO — applies just as much to B2B, retail and service businesses. The trade experience is a bonus when it’s relevant, not a fence.
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Let’s talk about your project.

Drop a few words about what you’re building, where it’s stuck, or the timeline that scares you — I reply within 24 hours, weekdays. Even if it’s a polite no.

Send a brief → Contact page
Email
hello@elkdigital.co.uk
the fastest route in
Base
Hampshire, UK — GMT / BST
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Response
Within 24h — always
even if it’s a polite no