Ridge – Elevating Customization with Drive Commerce
About Ridge
Founded in 2013 by Daniel and Paul Kane after a successful Kickstarter, Ridge set out to rethink everyday carry items with a minimalist-first philosophy. From their flagship wallet—crafted in durable aluminum, titanium, and carbon fiber—to a full suite of accessories including rings, power banks, phone cases, and luggage, Ridge has remained committed to improving the essentials people carry daily.
Headquartered in Santa Monica, CA, Ridge has grown into a leading innovator in the EDC space by combining sleek design, modern materials, and functional simplicity. Originally known for its RFID-blocking minimalist wallet, since launching in 2021 Ridge has steadily expanded personalization capabilities (e.g., engraving, embossing) and added new categories like men’s rings and travel gear .
“Going back to the start of the process towards the end of 2024 into 2025, we pivoted a lot internally and you all went right along with us as we also built up our own warehouse operations. Customizer has everything we could need, it's very powerful and once we learn more and more how to use it, it's something I trust we can scale with.”
The Challenges
Ridge’s legacy laser etching feature was limiting the brand’s ability to scale personalization and deliver a best-in-class customer experience. The team faced:
- Heavy manual effort to manage and process personalized SKUs
- Limited upsell potential with the previous solution allowing only one upcharge per customization
- Slow go-to-market with basic configuration changes requiring developer time
- Inadequate mobile support hindered experience for on-the-go shoppers
- No built-in bundling or upsell functionality, which was needed to drive more ROI
- Unable to showcase 3D product visuals, limiting customers’ ability to see near-realistic representations
- Lack of integrated, scalable fulfillment workflows
The Solution
Drive Commerce delivered a powerful, fully integrated personalization experience using the Drive Commerce Customizer — built specifically for Shopify brands. With a dedicated Drive Commerce app and native Shopify integration, Ridge was able to:
- Launch Real-Time Customization: Customers can now personalize products live on the site with interactive 3D previews and dynamic add-on options like straps and clips
- Offer More Ways to Start Customizing: Shoppers can begin from scratch or choose a design from the new Inspiration Gallery
- Reduce Support Volume: Clear visual previews and in-flow validation led to fewer customer service inquiries about ring sizing, edits, and order changes
- Expand Across Products and Entry Points: Personalization is now accessible via PDPs, PLPs, and editorial content — with support for new product lines like rings, and future personalization types like leather embossing
- Control & Scale With Ease: Ridge gained full admin control to manage personalization rules, pricing, and product configurations — eliminating the need for dev time for updates
- Track What Converts: Rich analytics provide insight into what products are being customized, user behavior, and conversion impact
- Sync Seamlessly with Fulfillment: Integration with warehouse systems ensures each custom order includes a precise Bill of Materials (BOM)
- Group Ordering for Personalized Rings: The platform enables bulk group ordering, allowing customers to personalize multiple rings in a single order—perfect for events, gifting, or team use
- Support a Mid-Project Manufacturing Transition: The tech and services team helped Ridge navigate a manufacturing shift without delaying deployment
- Fully Responsive UI: Optimized for mobile-first personalization — a must-have for Ridge’s fast-moving customer base
Results at a Glance
- 100% return on investment within a day of launching
- Enabled 3D product visualization, allowing customers to view lifelike models before purchase
- Fewer support calls and order changes
- Full visibility into customer personalization behavior
- Scalable infrastructure for new products and features
- Reduced operational overhead through automation
- Greater flexibility for future personalization and bundling strategies
Ridge Personalization
Ridge gives customers the power to personalize their everyday carry—wallets, rings, pens, and key cases—using Drive Commerce’s Customizer platform. With stunning 3D previews and bulk customization options, it’s perfect for wedding parties, team gifts, and standout group moments.
Here at Drive Commerce we pride ourselves on delivering accessible, personalized shopping experiences that leave customers feeling great. We specialize in eCommerce solutions that effortlessly connect customers with the products they want from the brands they love. Our mission is to enable retailers to deploy high-quality, high-value digital experiences that modern-day consumers expect from brands they know and love.
We have had almost a decade of successful partnerships with industry leaders such as Kendra Scott, Herman Miller, and Coach. We're confident that we can help any retailer decrease time to market on vision-critical projects, automate mundane processes, and increase consistency and repeatability in their business.
Want to power personalization like Ridge?
Let’s talk about how Drive Commerce can help your brand deliver stunning, scalable, and conversion-driving customization experiences.