Daniel Wellington — Schema.org / JSON-LD audit
Daniel Wellington's storefront grades D (54/100) across homepage, PDP, collection and blog. 1 finding flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.
Schema score · 54/100
Live result · refreshed 2026-05-29
About Daniel Wellington
Founded 2011 · SE
Filip Tysander founded Daniel Wellington in Sweden after a chance encounter with a man wearing an old Rolex on a NATO strap. The brand grew from $15K to a reported $220M revenue in five years almost entirely through influencer marketing — sending watches + discount codes to hundreds of thousands of Instagram creators. The DW playbook directly created the modern micro-influencer industry.
Public scale markers
Disclosed in filings, acquisitions or named press reporting — not estimates.
- 01~$220M revenue peak (2015)
- 02Bootstrapped — no external funding
- 03Hundreds of thousands of micro-influencer partnerships
- 04Founded with $15K initial capital
Notable for the schema.org audit
Daniel Wellington is the original influencer-marketing-attribution case — the discount-code system + UTM tracking infrastructure they built is now industry standard. The storefront reflects that attribution-heavy DNA.
Per-page schema on Daniel Wellington
JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.
Homepage
2 blocksTypes: Organization, WebSite
PDP
0 blocksNo JSON-LD detected on this page type.
Collection
1 blockTypes: Organization
Blog
2 blocksTypes: Organization
Open findings
Top 7 of 7 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.
- Blog: all JSON-LD blocks parse without errorscritical
1/2 block failed JSON.parse: Bad control character in string literal in JSON at position 224 (line 9 column 1
- Homepage: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- Collection: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- Blog: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- Collection: ItemList schema presentrecommended
Helps search engines understand collection-page contents as a structured product list.
- Blog: Article schema presentrecommended
Article / BlogPosting schema unlocks the article rich result on Google Discover + Search. Critical for content-marketing-driven stores.
- Homepage exposes at least 3 distinct schema typesrecommended
2 types: Organization, WebSite
What this Schema grade reveals
D-grade signals meaningful structural gaps in Daniel Wellington's storefront Schema. The most common pattern at this grade band is missing Product schema fields (offers price + currency + availability), conflicting Review schema from two apps (Loox + Judge.me both writing AggregateRating), or no BreadcrumbList — fixable in an hour of theme.liquid work.
Breakdown: 1 blog finding. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.
Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.
Run live
These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=www.danielwellington.com preserved.
Open the live Schema.org AuditSee Daniel Wellington's full storefront analysis