London Caviar Company sells Beluga, Oscietra, Royal Imperial and Baerii caviar direct to UK households. The brand was founded in 2021 by three connoisseurs with a stated mission to make sustainable caviar accessible to everyone, and the storefront has to carry that position: premium product, published prices, buy direct rather than enquire. It is a Shopify build covering single tins from 30g up to 1kg, tasting selections, gift sets, serving accessories and gift cards, wrapped around chilled delivery and the sourcing story the brand puts behind the price.
The Challenge
Caviar is an awkward thing to sell online. It is perishable, expensive, and the brand addresses two groups at once: its About page names seasoned aficionados and curious newcomers. Those two arrive at the storefront with different questions. One needs to know what separates Baerii from Oscietra before committing to a tin, across a range that starts at £42 and reaches £111 for the smallest Beluga. The other already knows the variety and the tin size and wants a short route to it. The fulfilment rules are strict on top of that. Orders go by Royal Mail, dispatched within three full working days and delivered the following day before 1pm in a box with an ice pack. There is a 2pm Wednesday cut-off for pre-weekend delivery, someone must be at the address to receive the parcel, and perishable goods are non-returnable. Every one of those constraints has to be clear before the order is placed rather than discovered after it arrives.
What We Built
The catalogue is organised around four caviar lines, Baerii from £42, Royal Imperial from £45, Oscietra from £49 and Beluga from £111, each held as a single product with tin weight as the variant axis. Oscietra and Beluga run 30g, 50g, 125g, 250g, 500g and 1kg; Baerii runs 30g to 250g. That keeps one page per variety rather than a separate listing per weight, so the detail that sells the tin lives in one place and stays consistent. Each product page names the species (Oscietra is Acipenser gueldenstaedtii), describes pearl size, colour and flavour, and carries the practical guidance a first-time buyer needs: at least a month of fridge life unopened, eat within 48 hours once opened, serve with toasted brioche and crème fraîche.
Navigation is split by buying intent rather than by product taxonomy. Our Caviar is for people who already know what they want. Tasting Selections answers the newcomer problem directly, with two comparison bundles, one with Beluga and one without, sold on the promise of sampling the differences in flavour, texture and pearl size across the range before settling on the one you return to. Gifts holds the presentation sets that pair Beluga or Oscietra with accompaniments, from £113 and delivered chilled, alongside gift cards from £10. Accessories carries the serving pieces that sit beside the caviar rather than competing with it: a mother of pearl spoon at £7, a caviar tin opener at £5, an LSA handmade caviar set at £48.
Delivery economics are surfaced rather than buried. The free-delivery-over-£200 threshold runs as a site-wide banner, set against an entry price of £42. The full rule set sits on Shipping and Returns: £11.45 below the threshold, £12 on fragile glass orders, free shipping limited to UK addresses excluding Northern Ireland and the Channel Islands, dispatch within three full working days, delivery the following day before 1pm in a specially designed box with an ice pack. The supporting content, About, Sustainability, Shipping and Returns and a blog, carries the provenance argument the price rests on, including the source farm's Friend of the Sea certification, FOS-148/21, issued by the World Sustainability Organisation and held since 2021.
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