Magento 2 Platform Rescue & Ongoing Support for Dinny Hall
Dinny Hall Luxury Jewellery October 2025
Project Showcase
The Challenge
Dinny Hall is an award-winning British jewellery designer with five London boutiques, a concession at Liberty, and a thriving online store. After 40 years building one of the UK's most recognised jewellery brands, their Magento store had fallen behind, running on Magento 2.4.3 with PHP 7.4, passed between multiple agencies and freelancers, and heading into their busiest trading period with critical unresolved issues.
Outdated Platform: Running Magento 2.4.3 on PHP 7.4, five major versions behind, missing security patches and performance improvements
Cart Failures: A faulty module was causing Redis session errors that emptied customers' baskets, affecting approximately 1 in 4 users
Site Instability: Recurring outages, Redis cache errors, and session failures were undermining customer confidence during the critical pre-Christmas trading period
SEO Index Bloat: 1.8 million URLs indexed in Google Search Console, the vast majority unnecessary, wasting crawl budget and diluting ranking signals
Email Deliverability: Transactional emails including order confirmations were landing in spam folders, leaving customers without purchase confirmation
Unresponsive Support: Previous developers were slow to respond to issues, leaving critical bugs unresolved for extended periods
Peak Season Risk: With Black Friday and Christmas approaching, the store was at serious risk of underperforming during its highest-revenue period
For an established luxury brand processing thousands of orders through peak season, every cart failure represented lost revenue and a damaged customer relationship. With 1 in 4 users losing their basket contents, the commercial impact was significant.
The Solution
Interjar onboarded the project, migrated hosting, upgraded the platform, and resolved the critical cart issue, all within the first 30 days, stabilising the store ahead of Black Friday.
Platform Upgrade & Infrastructure:
Upgraded from Magento 2.4.3 / PHP 7.4 to Magento 2.4.8-p2 (latest release) within 30 days
Migrated hosting to Sonassi, an enterprise-grade platform built exclusively for Magento, with 24/7 emergency support and high-performance infrastructure
Implemented end-to-end testing across the full shopping journey to validate every deployment
Configured Cloudflare with a comprehensive security and performance ruleset tailored for Magento, beyond the basic DNS configuration previously in place
Performance Optimisation:
Implemented Magepack JavaScript bundling to reduce page load times
Optimised Varnish full page cache configuration, reducing unnecessary cache flushes and extending cache lifetime
Reclaimed server disk space by cleaning outdated image assets
Moved JavaScript loading to the page footer for faster initial rendering
Critical Bug Resolution:
Diagnosed and resolved the Redis session handling issue that was emptying 1 in 4 customer baskets
Fixed Klarna payment integration at checkout
Resolved cart price synchronisation, gift message errors, and post-checkout cart clearing
Restored reliable transactional email delivery so order and refund confirmations reach customers
Technical SEO Overhaul:
Conducted a full technical SEO review covering canonical URLs, robots.txt, XML sitemaps, and pagination handling
Blocked internal Magento URLs from search engine indexing
Reduced indexed URL count from 1.8 million, eliminating crawl waste and duplicate content
Installed and configured the Mageworx SEO Suite for ongoing meta tag management
Integrations & Ongoing Support:
Reviewed and improved Klaviyo email marketing integration including product feeds and gift card sales data
Implemented Zendesk customer support integration giving the team direct access to order details from support tickets
Configured Google Merchant Center shopping feed and Pinterest conversion tracking
Established monthly infrastructure reviews, dependency updates, and continuous deployment cycles
The Results
99.9% uptime through peak season
Zero outages during Black Friday and Christmas after recurring instability before the migration
Cart abandonment bug eliminated
Resolved the session error that was emptying baskets for approximately 1 in 4 users
Magento 2.4.3 to 2.4.8-p2 in 30 days
Five major version upgrade completed within the first month, closing critical security and performance gaps
42% improvement in average search ranking
Technical SEO cleanup and crawl waste reduction lifted average position from 31 to 18
1.8M indexed URLs reduced significantly
Eliminating duplicate and internal URLs improved crawl efficiency and ranking signal concentration
Transactional emails restored
Order confirmations and refund notifications now reliably reach customer inboxes instead of spam folders
Key Services Provided
Magento 2 Platform Upgrade
Hosting Migration (Sonassi)
Performance Optimisation
Varnish Cache Tuning
JavaScript Bundling (Magepack)
Technical SEO Audit & Remediation
Redis Session Management
Cloudflare Security & Performance
Checkout & Payment Debugging
Email Deliverability
Klaviyo Integration
Zendesk Integration
Google Merchant Center Feed
End-to-End Testing
Ongoing Managed Support
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