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I.Ma.Gi.N. Jewels sells fine jewelry across Belgium and pierces ears in the back of its stores. In March 2026 the brand brought those appointments onto the same Shopify store that sells the jewelry. Six studios in, what they talk about is what their piercers do with the time it gave back.
(All figures current as of September 2026.)
"With piercings, bedside manner is very important. I'm just happy for the team that they have time to talk to the clients, instead of doing all the setup of booking the customer in, charging the jewelry after that, checking them in, sending aftercare emails."
— Tosca Khaldi, Communications Manager, I.Ma.Gi.N. Jewels
Jewelry you live for
The pieces are made to be timeless: 14k gold, sterling silver, and titanium you can put on and leave on. Birthstones, initials, and the kind of stacked ear that gets built one piercing at a time. With earrings especially, the piece has to be fitted well if it is going to be worn every day, and that is where the piercing comes in. The appointment is how the jewelry gets onto the customer.
So the brand runs The Piercing Studio inside its stores in Antwerp, Brussels, Gent, Leuven, and Waterloo. Needle only, never a gun. Sterile, single-use, fitted with implant-grade titanium or 14k gold flat backs by certified ear experts.
Until March 2026 the jewelry sold on Shopify and the appointments ran on Salonize, the tool most Belgian hair and nail salons use. Someone browsing earrings who decided they wanted a piercing to go with them hit a booking pop-up built by another company, then got a confirmation from a sender they had never heard of. The brand ended at the booking button.
Now it is one store. You book while you browse, on the product page, beside the piece the appointment exists to fit. The confirmation comes from I.Ma.Gi.N.
One customer record
The deeper problem was that the two systems had no way to talk to each other. Whatever Salonize knew about a customer stayed in Salonize, and whatever Shopify knew stayed in Shopify. Nobody could see both. So when someone walked into the studio, the person greeting them had no idea whether this was a first visit or a ninth, or what they had bought online last month. The team could be warm, but they could not be personal.
That is the part that changed. Every booking now lands on the same Shopify customer as every order, so the person who walks in arrives already known.
"It's not just the user experience for the client to make a booking, it's also our data capturing. We have all this information about the returning customer, whether they already spent some money. It's seamless for the customer to book their second appointment, because they're already a Shopify customer after that."
On the day, the team checks the customer in on Shopify POS and adds the jewelry to the same sale. The studio in Gent started doing it the week it shipped, without being asked. You don't need to ask for their name and email again, and it's one click to the checkout.
One setup, five studios and a pop-up
Every studio gets its own calendar. Antwerp, Brussels, Gent, Leuven and Waterloo are each set up with their own address, opening hours and availability. A slot in Gent is never offered to somebody booking Antwerp.
Every service is a separate product, per city. "Helix Piercing, Gent" and "Helix Piercing, Antwerp" are separate products with separate calendars, both pointing at the same service. Switching one off in one city leaves the rest running.
"The fact that it has the product structure in Shopify really allows us to play with services, and then turn services on, turn services off, for different locations."
Which is why adding the sixth location was not a huge lift, but rather just a few clicks. When the brand ran a pop-up at the Belgian coast over the summer, it went up the same way as a permanent store, and came down again just as easily.
Delegating it works because each store sees its own work and nothing else. Their previous tool showed every calendar to everyone, which was less a disaster than a distraction, and the brand would rather its people stay focused on the store they are standing in.
The reporting
The third thing they would not give back is the view across all of it: which service sells in which store, and how that moves.
"Honestly, I've never had better reporting from a booking tool than we have right now. Even on the homepage, just those three main data points are already so useful. For what we're doing right now, it's perfect."
That view is also what tells them where to put people. Every location opened with a single piercer. Brussels now has two, one female and one male, so a customer can choose who they would rather be treated by.
The studios take around 800 appointments a month between them, and the brand is careful about what caused that. So are we. I.Ma.Gi.N. markets the piercing experience hard, and says plainly that it cannot separate the effect of that from the effect of changing booking tools. What a booking system can fairly claim is the shape of the work: the same team handling more appointments without more admin, because customers book themselves and arrive already known.
What Tosca would tell another multi-location retailer
We asked what she would say to a brand thinking about the same move. Her answer started with a question of her own.
"I would for sure ask them first, are you working with Shopify? Because then you have to work with a Shopify partner application, and Easy Appointments is a great one. It's a 10 out of 10 for sure, just because of the easy seamless integrations."
Past that, three things she would tell them:
- Put the booking on the customer record. The value is that the person at the counter sees the same customer the marketing team sees, and the guest never introduces themselves twice.
- Give every location its own calendar. When a store carries its own address and opening hours, availability comes out right without anyone policing it, and a summer pop-up takes ten minutes instead of a project.
- Scope what your staff can see. The central team wants every location in one view. The people in the store only want today, in their store.
What comes next
What Tosca is looking forward to is using the record, now that it holds the whole customer. Knowing that someone has been in three times, and what they bought on the way out, is what lets a visit feel like it was meant for them.
Gifting is the nearest step, and it shipped in September. A customer can now add a piercing as a gift alongside the earrings, personalizing the experience for themselves or for someone they love. For a brand heading into December, that turns an appointment into something you can put under a tree.
"What is better than an experience together, instead of just getting something in the mail?"
Fine jewelry and needle-only piercing across Belgium. See I.Ma.Gi.N. Jewels at imaginjewels.com.
Running services across more than one store? Easy Appointment Booking handles multi-location scheduling, Shopify POS check-in, and automatic reminders inside your Shopify store.
