We published a case study on F. Hinds Jewellers a while back. It covered the early results: an image-based test across 2,000 SKUs, a 19.8 percent lift in conversion rate, a 31 percent increase in users browsing products. That case study is still live. What it does not cover is everything that happened after — because the relationship did not stop there. Nine years later, it has not really stopped at all.

How Did This Partnership Start?

F. Hinds Jewellers, a UK retailer with more than 170 years in business, began working with Tangiblee in 2017. Like most sensible retailers, they did not roll Tangiblee out across the full catalog on day one. E-commerce Director Steve Mellows explained the thinking at the time:

“Even a 0.001% increase to conversion rate can make a difference for us in terms of revenue impact. We wanted to take a cautious approach and launch Tangiblee with a test campaign.”

— Steve Mellows, E-commerce Director, F. Hinds Jewellers

That test — 2,000 top-selling SKUs, image-based, no model photoshoots required — produced results strong enough to justify going further. Steve had already ruled out the obvious alternative of hiring hand and neck models to shoot every SKU individually:

“Historically, customers had offered up the suggestion to ‘show pictures of products on people.’”

— Steve Mellows, E-commerce Director, F. Hinds Jewellers

Scaling that manually, across thousands of SKUs, was never realistic. Tangiblee’s image-based approach was.

What Happened After the Test Worked?

This is the part the original case study does not tell. F. Hinds did not stop at the initial rollout. Over the following years, they added Virtual Try-On, and in 2024, added Embed — bringing the Tangiblee experience directly into the F. Hinds product page itself, rather than layering it on top as a separate widget. F. Hinds’ current setup also includes VTOClip, and most recently, the AI Content Package, which is currently being rolled out. Retailers generally only take these steps once the simpler version has already proven itself worth building on.

F. Hinds is now heading into its ninth year with Tangiblee, having renewed every year since.

What Did F. Hinds Actually Ask For?

Here is the part of the story worth paying attention to. In a September 2023 quarterly business review, Steve described a specific, recurring shopper frustration: people comparing jewelry — especially earrings — wanted to move between pieces without being locked to one item or forced to restart the experience each time they wanted to see something else.

That is not a vague wish for “more features.” It is a precise description of exactly the kind of friction that stops a shopper mid-comparison and sends them elsewhere. Picture the moment in practice: a shopper tries a pair of earrings, likes them, then wants to check a second pair against the same look. In most virtual try-on tools, that means starting over — re-recording, reloading, losing the moment she was just in. By the second or third restart, she has usually given up and moved on, not because the product was wrong, but because the tool made comparison feel like work.

By early 2024, Tangiblee brought back a direct answer to that feedback: Anchorless, the logic behind Try-On All. With Try-On All, a shopper records their wrist, hand, or ear once — a few seconds, nothing more — and from that single recording, can move through an entire catalog: different metals, different styles, pieces she bookmarked earlier, pieces she had not considered yet. No re-recording. No reloading. No losing her place. It turns virtual try-on from a one-off demo of a single product into something closer to actually browsing a catalog with your hand, wrist, or ear already in the picture. Steve was describing exactly this problem, in his own words, before the feature had a name.

That same thinking — no anchor, no restart, no lost momentum — later carried into other parts of Tangiblee’s product, including the Earring Look Builder. That later work was not something Steve asked for directly; it is simply where the same underlying idea went next.

Why This Is Worth Telling

Plenty of vendor relationships last nine years because nothing forced a change. This one is different: it kept expanding because one client kept describing, specifically and repeatedly, what was not working for their shoppers — and features followed. That is a better story than “long-term client, good results,” and it is a truer one.