Chandi World: A Luxury Jewelry Platform with AI-Powered Discovery

The Challenge: A Luxury Jewelry Brand Goes Digital

Chandi World, a custom jewelry business in Pakistan, needed a modern online presence that could handle more than simple catalog sales. Their operations required manufacturing‑stage order tracking, advance payment collection, piercing service bookings, and an admin dashboard to manage daily expenses, invoices, and marketing campaigns. They also wanted an AI‑driven discovery layer to help customers find products naturally—without searching for specific keywords.

The Solution: A Bespoke Headless Commerce Platform

I built Chandi World as a fully custom platform, split into a NestJS backend (API-first, modular) and a Next.js frontend (App Router, editorial design). The system unifies e-commerce, operations, and AI into a single codebase, delivering a seamless experience for customers and a powerful toolset for administrators.

Key Features & Engineering Highlights

1. AI-Powered Product Discovery

The platform integrates Mistral AI to power three key features:

• Semantic Search: Product embeddings (1024‑dim) are stored in PostgreSQL via pgvector. Customers can search using natural language (e.g., “gold necklace for my mother”) and receive relevant results based on vector similarity.
• Birthstone Recommender: A conversational AI suggests birthstones based on a mother’s name and date of birth, linking recommendations directly to the product catalog.
• Marketing Campaigns: Admins can generate AI‑crafted email copy and branded HTML templates, complete with product images and coupons, all within the admin dashboard.

2. Full Manufacturing Order Lifecycle

Unlike standard e‑commerce where orders are simply “shipped,” Chandi World follows a custom manufacturing workflow:

• Order stages: Confirmed → Designing → Manufacturing → Dispatch → Delivered.
• Advance payment: Customers pay a 10% deposit (via bank transfer with proof upload) before manufacturing begins.
• Admin tools: Payment proofs are reviewed and approved/rejected; the order timeline is updated manually or via APIs.

3. Dual Revenue Lines: E‑Commerce & Piercing Services

The platform supports both physical product sales and service bookings:

• Piercing: Customers can book in‑store or home‑service appointments via a dedicated booking flow.
• Invoicing: Both order‑linked invoices and manual standalone invoices are supported, with printable/downloadable PDFs.

4. Rich Admin Back Office (18 Modules)

The admin dashboard gives the business full operational control:

• Products & Inventory: Full CRUD with image galleries and AI embedding triggers.
• Orders & Payments: Status updates, proof approval/rejection, and manual invoice creation.
• Finance: Expense tracking, daily budgets, and revenue reports.
• Marketing: Coupon management, email campaign builder, and newsletter subscriber management.
• Content: Blog posts, site content key‑value store, and AI activity logs.

Architecture & Engineering Standards

The backend follows NestJS modular architecture with clear separation of concerns: each domain (products, orders, AI, etc.) resides in its own module with DTOs, services, and controllers. Cross‑cutting concerns—interceptors, filters, guards, and env validation—are centralized. The frontend uses Next.js 16 App Router with route groups ((public), (auth), (dashboard), (ai)) and a service layer that abstracts API calls, with mappers to ensure type safety between backend and frontend.

The database schema (Prisma + PostgreSQL with pgvector) is well‑indexed, and the API versioning (/api/v1) and render.yaml deployment config indicate production‑ready intent. Over ~316 files and 26,700 lines of code, this project demonstrates a disciplined, enterprise‑grade engineering approach.

The Result

Chandi World is now a fully operational platform that:

• Replaces separate shop, booking, and admin spreadsheets with a single, unified system.
• Reduces friction for customers through AI‑driven search and personalized recommendations.
• Streamlines custom jewelry manufacturing with a transparent order timeline and payment verification workflow.
• Empowers admin staff with 18 integrated tools for daily operations, marketing, and finance.

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Interested in a similar build for your luxury brand? Check out my other engineering projects or reach out to me to discuss how we can tailor a solution for your unique business needs.