FIRESC Online Jewelry & Diamond Store

FIRESC is a Romanian diamond jewellery manufacturer that sells both its own finished pieces and loose certificated diamonds sourced from international suppliers. That mix is unusual for e-commerce: a ring is a configurable object whose price depends on metal, purity and central stone, while a diamond is a one-off item that exists only until someone buys it. We built the platform on nopCommerce 4.90 with PostgreSQL, running a bilingual Romanian and English storefront on a catalogue of over 760,000 products — most of them diamonds, synchronised automatically from several suppliers, each with its own feed format and pricing rules.

Beyond the storefront itself we built a ring configurator that lets customers combine a setting with a stone in either order, combination-based pricing so the displayed price always matches the exact configuration, and product feeds for Doofinder, Meta, Google Ads and Google Merchant Center — all generated from the same pricing logic the site uses, so advertised prices provably match the landing page.

The hardest work was not the features but the scale. Browsing a 240,000-product category was brought under a second through query restructuring and caching. Image delivery was moved off the application, removing 83% of image requests. The Meta catalogue export went from 565 MB and four hours to 774 KB and under thirty seconds. Home page imagery dropped from 7.7 MB to 139 KB. Recurring outages were traced to real root causes — a single database row updated by every crawler request, and static files traversing the full application pipeline — and closed rather than restarted around. The result is a platform where a diamond arrives, is priced, is advertised and is sold without anyone touching it.