Founded in 2013 by siblings Jade and Grant Golden, Jaded London is a Gen Z fashion brand creating trend-forward styles for a global audience. Based in London, the brand has grown to £70 million in annual revenue and is targeting £100 million across omnichannel operations – earning recognition as one of the UK's fastest-growing brands for three consecutive years.
Behind this growth? A three-person ecommerce team.
When Jamie Evans, head of ecommerce, started fielding 10–15 analytics requests per week—each taking hours—he knew the team had a capacity problem.
"We're a £70 million DTC brand, but we actually have a really small ecommerce team, so it's very lean," Jamie explains. "Between us, there's only three in the ecommerce department."
Their solution: Deploy AI across every business function, turning constraints into competitive advantages.
Since deploying AI across operations, Jaded London has achieved:
- 10–15 hours saved weekly on analytics requests
- 7 international markets managed by 3-person team
- 4-country pop-up tour using AI-powered analytics
- First in the UK to deploy GPT-powered search
The challenge: Enterprise demands without enterprise resources
Growth created a data bottleneck. "How is swim performing in Australia? How many customers do we have in Korea that haven't shown in the last 180 days? Can we make a segmentation for our New York City pop-up customers?" Manual work across dashboards consumed hours needed for strategic initiatives.
International expansion required localization across seven markets: three live (Japanese, French, German), four in rollout. Physical retail expansion—pop-ups across China, Japan, South Korea, Miami, and NYC—required data-driven location decisions.
The team needed enterprise intelligence without enterprise headcount.
The solution: Six-tool AI stack powering global operations
Building on seven years with Shopify, Jaded London deployed a six-tool AI ecosystem. "All of our tech stack is based around the Shopify ecosystem, things that integrate well with Shopify," Jamie explains. "It makes life and tech and everything way easier."
Shopify's AI-enabled commerce assistant, Sidekick, transformed their analytics bottleneck. Those weekly requests now resolve through conversational queries. "Sidekick is just always there, and I just ask it every question," Jamie explains.
The merchandising team gained independence: "Instead of asking me how many men's items we sold in Germany last week, they just ask Sidekick and get an immediate answer."
I'm able to pull and move data across stores—instantly comparing customer rates, loyalty program participation, and generating week-by-week performance reports.
Jaded London built a custom translation bot integrating OpenAI with AirTable that syncs directly with Shopify's Translate & Adapt API. The system automatically handles their entire product catalog across all markets. Manual intervention happens only for homepage content and navigation. Seven-market operations that would traditionally require dedicated localization staff now run with the same three-person team.
First UK brand deploying GPT-powered search
"We've just gone live with Depict GPT search. I believe we're currently the only brand in the UK that has it," Jamie explains. The AI-powered search addresses zero-result searches by understanding intent when customers use style descriptors like "baggy streetwear joggers" rather than exact product names. The system translates queries across languages, extending reach beyond their formal translation markets.
This first-mover positioning aligns with their brand identity. "We create trends. That's what we do," Jamie explains. "We like to be trend setters, we want to be a disruptor brand." The approach extends from fashion design to operational innovation – months of search optimization experience while competitors are still evaluating the technology.
Additional AI tools include Gorgias for customer service and House for paid media optimization, analyzing which advertising drives actual new customers rather than capturing organic demand.
I'd say we use AI as a hybrid of internal efficiencies as well as improving customer experience.
The result: Strategic focus replaces operational work
Jaded London earned recognition as one of the UK's fastest-growing brands for three consecutive years – without adding ecommerce headcount. The AI deployment freed the team from operational bottlenecks. Analytics that consumed hours now resolve in seconds. The merchandising team operates independently. Strategic decisions that once required weeks now happen in minutes.
Sidekick's geographic analytics – pulling city-level session data, sales patterns, and customer demographics – informed their successful Miami pop-up and Asia world tour across China, Japan, and South Korea.
For regional expansion, Jamie used Sidekick's analytics: "I literally used Sidekick the other day to analyze potential markets. From what the data is telling us, it's looking like Houston or Dallas."
City-level revenue analysis that once took days now takes minutes, enabling the team to evaluate multiple markets simultaneously.
As a non-discounting brand running sales only twice annually, every promotional decision carries weight. Analysis of previous year's data showed "our conversion rate on our app on day one was insanely successful," leading to a strategic decision: launch app-exclusive sales the day before website promotions.
The early-adopter advantage
By becoming the first UK brand implementing Depict's GPT-powered search, they gained operational experience while the tool matures. By the time broader market adoption occurs, Jaded London will have months of optimization competitors must build from scratch.
If you're an early adopter, you kind of know it inside out by the time everyone catches up, and then you're hopefully ahead of the curve.
With a personal shopping assistant in development and automated bug detection on the roadmap, Jaded London continues expanding their AI capabilities toward their £100 million target – proving that with the right platform infrastructure, lean teams can operate at enterprise scale.