How KARAAT brought its whole business into one place.
A Scandinavian fine-jewelry brand running on Shopify, two showrooms, and conversations spread across Instagram and WhatsApp — now coordinated in a single system shaped around how they actually work.
KARAAT Jewelry · affordable-luxury diamond jewelry · Helsinki & Stockholm showrooms · Shopify-based DTC with appointment showrooms.
A business too specific for off-the-shelf tools.
KARAAT doesn't sell like a typical store. High-value, often bespoke pieces. Customers who book showroom appointments in Helsinki and Stockholm. Sales conversations that happen in Instagram DMs and WhatsApp, sometimes over weeks. A manufacturer to coordinate with on every custom order.
No generic CRM or helpdesk modeled that. The tools they tried assumed a fast, transactional store — not showrooms, repeat clients, ring sizes, manufacturer hand-offs, and long, personal conversations.
So the real system became Google Sheets and separate tools that didn't talk to each other. Customer details in one place, conversations in another, order and manufacturing status somewhere else. The full picture of a customer lived in someone's head.
The problem wasn't a missing feature. It was that no product was shaped like their business.
One place where everything connects.
Instead of forcing their workflow into someone else's app, KARAAT used Luo to build a system around it.
A CRM shaped like KARAAT
Customer cards with the details that matter for fine jewelry, coordinating showroom and manufacturer efforts in one view.
Every conversation in one place
Instagram and WhatsApp messages attached to the right customer card, so the whole history sits with the customer instead of scattered across apps.
Customer data from Shopify, connected
Orders and customer details flow in automatically; no copy-paste between tools.
Built around their process, refined as they go
As the way they work evolves, the system adapts through plain conversation with Luo.
Next: customer-service agents on top of the same system, guided by KARAAT's own playbook and customer painpoints — drafting replies and triaging conversations while the team approves and steers.
From scattered tools to a single source of truth.
Customer details, conversations, and order status spread across Sheets and separate tools; the full customer picture lived in someone's memory.
One workspace where a customer's profile, every message, and their orders sit together; the whole team sees the same picture.
Less time stitching tools together and re-finding context, more time on customers and craft. The system fits the business instead of the business bending to the system.
Quantified before/after results — hours saved, response time, conversion — coming once collected.
“We used Luo to build a highly customizable system shaped entirely around how we work — flexible, fast to adapt, and exactly what we needed. But the real difference was the team behind it: responsive, sharp, and genuinely invested in getting it right. KARAAT <3 Luo.”
Julia Hakanpää
Founder & CEO, KARAAT Jewelry