diff --git a/Cargo.lock b/Cargo.lock
index fee9a01e..48dfd05e 100644
--- a/Cargo.lock
+++ b/Cargo.lock
@@ -1614,6 +1614,7 @@ dependencies = [
  "serde",
  "serde_json",
  "service_utils",
+ "superposition_derives",
  "superposition_macros",
  "superposition_types",
  "uuid",
@@ -3845,6 +3846,15 @@ dependencies = [
  "serde_json",
 ]
 
+[[package]]
+name = "superposition_derives"
+version = "0.1.0"
+dependencies = [
+ "proc-macro2",
+ "quote",
+ "syn 2.0.48",
+]
+
 [[package]]
 name = "superposition_macros"
 version = "0.1.1"
diff --git a/Cargo.toml b/Cargo.toml
index d56fe538..30d8391a 100644
--- a/Cargo.toml
+++ b/Cargo.toml
@@ -16,6 +16,7 @@ members = [
     "examples/cac_client_integration_example",
     "examples/superposition-demo-app",
     "crates/superposition_macros",
+    "crates/superposition_derives",
 ]
 
 [[workspace.metadata.leptos]]
diff --git a/cog.toml b/cog.toml
index 09b7c1e3..b03332ce 100644
--- a/cog.toml
+++ b/cog.toml
@@ -9,7 +9,7 @@ pre_bump_hooks = []
 
 pre_package_bump_hooks = [
   "echo 'upgrading {{package}}' to {{version}}",
-  "cargo set-version --package {{package}} {{version}}"
+  "cargo set-version --package {{package}} {{version}}",
 ]
 
 post_package_bump_hooks = []
@@ -36,3 +36,4 @@ superposition_types = { path = "crates/superposition_types" }
 js_client = { path = "clients/js" }
 haskell_client = { path = "clients/haskell" }
 superposition_macros = { path = "crates/superposition_macros" }
+superposition_derives = { path = "crates/superposition_derives" }
diff --git a/crates/experimentation_platform/Cargo.toml b/crates/experimentation_platform/Cargo.toml
index 1f3e5099..7fdb0c49 100644
--- a/crates/experimentation_platform/Cargo.toml
+++ b/crates/experimentation_platform/Cargo.toml
@@ -18,6 +18,7 @@ reqwest = { workspace = true }
 serde = { workspace = true }
 serde_json = { workspace = true }
 service_utils = { path = "../service_utils" }
+superposition_derives = { path = "../superposition_derives" }
 superposition_macros = { path = "../superposition_macros" }
 superposition_types = { path = "../superposition_types", features = ["result"] }
 uuid = { workspace = true }
diff --git a/crates/experimentation_platform/src/api/experiments/handlers.rs b/crates/experimentation_platform/src/api/experiments/handlers.rs
index 1f27fe67..f07830c9 100644
--- a/crates/experimentation_platform/src/api/experiments/handlers.rs
+++ b/crates/experimentation_platform/src/api/experiments/handlers.rs
@@ -15,10 +15,9 @@ use diesel::{
     r2d2::{ConnectionManager, PooledConnection},
     ExpressionMethods, PgConnection, QueryDsl, RunQueryDsl,
 };
-
-use service_utils::helpers::{construct_request_headers, generate_snowflake_id, request};
-
 use reqwest::{Method, Response, StatusCode};
+use serde_json::{json, Map, Value};
+use service_utils::helpers::{construct_request_headers, generate_snowflake_id, request};
 use service_utils::service::types::{
     AppHeader, AppState, CustomHeaders, DbConnection, Tenant,
 };
@@ -32,23 +31,18 @@ use super::{
         validate_experiment, validate_override_keys,
     },
     types::{
-        AuditQueryFilters, ConcludeExperimentRequest, ContextAction, ContextBulkResponse,
-        ContextMoveReq, ContextPutReq, ExperimentCreateRequest, ExperimentCreateResponse,
-        ExperimentResponse, ExperimentsResponse, ListFilters, OverrideKeysUpdateRequest,
-        RampRequest, Variant,
+        ApplicableVariantsQuery, AuditQueryFilters, ConcludeExperimentRequest,
+        ContextAction, ContextBulkResponse, ContextMoveReq, ContextPutReq,
+        ExperimentCreateRequest, ExperimentCreateResponse, ExperimentResponse,
+        ExperimentsResponse, ListFilters, OverrideKeysUpdateRequest, RampRequest,
     },
 };
 
-use crate::{
-    api::experiments::types::ApplicableVariantsQuery,
-    db::{
-        models::{EventLog, Experiment, ExperimentStatusType},
-        schema::{event_log::dsl as event_log, experiments::dsl as experiments},
-    },
+use crate::db::{
+    models::{EventLog, Experiment, ExperimentStatusType, Variant, Variants},
+    schema::{event_log::dsl as event_log, experiments::dsl as experiments},
 };
 
-use serde_json::{json, Map, Value};
-
 pub fn endpoints(scope: Scope) -> Scope {
     scope
         .service(get_audit_logs)
@@ -301,7 +295,7 @@ async fn create(
         traffic_percentage: 0,
         status: ExperimentStatusType::CREATED,
         context: Value::Object(req.context.clone().into_inner().into()),
-        variants: serde_json::to_value(variants).unwrap(),
+        variants: Variants::new(variants),
         last_modified_by: user.get_email(),
         chosen_variant: None,
     };
@@ -374,17 +368,9 @@ pub async fn conclude(
     })?;
 
     let mut operations: Vec<ContextAction> = vec![];
-    let experiment_variants: Vec<Variant> = serde_json::from_value(experiment.variants)
-        .map_err(|err| {
-        log::error!(
-            "failed parse eixisting experiment variant while concluding with error: {}",
-            err
-        );
-        unexpected_error!("Something went wrong, failed to conclude experiment")
-    })?;
 
     let mut is_valid_winner_variant = false;
-    for variant in experiment_variants {
+    for variant in experiment.variants.into_inner() {
         let context_id = variant.context_id.ok_or_else(|| {
             log::error!("context id not available for variant {:?}", variant.id);
             unexpected_error!("Something went wrong, failed to conclude experiment")
@@ -517,10 +503,7 @@ async fn get_applicable_variants(
     for exp in experiments {
         if let Some(v) = decide_variant(
             exp.traffic_percentage as u8,
-            serde_json::from_value(exp.variants).map_err(|e| {
-                log::error!("Unable to parse variants from DB {e}");
-                unexpected_error!("Something went wrong.")
-            })?,
+            exp.variants.into_inner(),
             query_data.toss,
         )
         .map_err(|e| {
@@ -639,15 +622,7 @@ async fn ramp(
 
     let old_traffic_percentage = experiment.traffic_percentage as u8;
     let new_traffic_percentage = req.traffic_percentage as u8;
-    let experiment_variants: Vec<Variant> = serde_json::from_value(experiment.variants)
-        .map_err(|e| {
-        log::error!(
-            "failed to parse existing experiment variants while ramping {}",
-            e
-        );
-        unexpected_error!("Something went wrong, failed to ramp traffic percentage")
-    })?;
-    let variants_count = experiment_variants.len() as u8;
+    let variants_count = experiment.variants.into_inner().len() as u8;
     let max = 100 / variants_count;
 
     if matches!(experiment.status, ExperimentStatusType::CONCLUDED) {
@@ -711,11 +686,7 @@ async fn update_overrides(
         ));
     }
 
-    let experiment_variants: Vec<Variant> = serde_json::from_value(experiment.variants)
-        .map_err(|err| {
-        log::error!("failed to parse exisiting variants with error {}", err);
-        unexpected_error!("Something went wrong, failed to update experiment")
-    })?;
+    let experiment_variants: Vec<Variant> = experiment.variants.into_inner();
 
     let id_to_existing_variant: HashMap<String, &Variant> = HashMap::from_iter(
         experiment_variants
diff --git a/crates/experimentation_platform/src/api/experiments/helpers.rs b/crates/experimentation_platform/src/api/experiments/helpers.rs
index 9658f89d..cacc76a9 100644
--- a/crates/experimentation_platform/src/api/experiments/helpers.rs
+++ b/crates/experimentation_platform/src/api/experiments/helpers.rs
@@ -1,5 +1,3 @@
-use super::types::{Variant, VariantType};
-use crate::db::models::{Experiment, ExperimentStatusType};
 use diesel::pg::PgConnection;
 use diesel::{BoolExpressionMethods, ExpressionMethods, QueryDsl, RunQueryDsl};
 use serde_json::{Map, Value};
@@ -9,6 +7,8 @@ use std::collections::HashSet;
 use superposition_macros::{bad_argument, unexpected_error};
 use superposition_types::{result as superposition, Condition, Exp, Overrides};
 
+use crate::db::models::{Experiment, ExperimentStatusType, Variant, VariantType};
+
 pub fn check_variant_types(variants: &Vec<Variant>) -> superposition::Result<()> {
     let mut experimental_variant_cnt = 0;
     let mut control_variant_cnt = 0;
diff --git a/crates/experimentation_platform/src/api/experiments/types.rs b/crates/experimentation_platform/src/api/experiments/types.rs
index c968c03c..5737c5b4 100644
--- a/crates/experimentation_platform/src/api/experiments/types.rs
+++ b/crates/experimentation_platform/src/api/experiments/types.rs
@@ -6,22 +6,7 @@ use serde_json::{Map, Value};
 use service_utils::helpers::deserialize_stringified_list;
 use superposition_types::{Condition, Exp, Overrides};
 
-use crate::db::models::{self, ExperimentStatusType};
-
-#[derive(Deserialize, Serialize, Clone, PartialEq, Debug)]
-pub enum VariantType {
-    CONTROL,
-    EXPERIMENTAL,
-}
-
-#[derive(Deserialize, Serialize, Clone)]
-pub struct Variant {
-    pub id: String,
-    pub variant_type: VariantType,
-    pub context_id: Option<String>,
-    pub override_id: Option<String>,
-    pub overrides: Exp<Overrides>,
-}
+use crate::db::models::{self, ExperimentStatusType, Variant};
 
 /********** Experiment Create Req Types ************/
 
@@ -62,7 +47,7 @@ pub struct ExperimentResponse {
     pub traffic_percentage: i32,
 
     pub context: Value,
-    pub variants: Value,
+    pub variants: Vec<Variant>,
     pub last_modified_by: String,
     pub chosen_variant: Option<String>,
 }
@@ -81,7 +66,7 @@ impl From<models::Experiment> for ExperimentResponse {
             traffic_percentage: experiment.traffic_percentage,
 
             context: experiment.context,
-            variants: experiment.variants,
+            variants: experiment.variants.into_inner(),
             last_modified_by: experiment.last_modified_by,
             chosen_variant: experiment.chosen_variant,
         }
diff --git a/crates/experimentation_platform/src/db/models.rs b/crates/experimentation_platform/src/db/models.rs
index 830f9042..0f2a9fa1 100644
--- a/crates/experimentation_platform/src/db/models.rs
+++ b/crates/experimentation_platform/src/db/models.rs
@@ -2,10 +2,13 @@ use crate::db::schema::*;
 use chrono::{DateTime, NaiveDateTime, Utc};
 
 use diesel::{
-    query_builder::QueryId, Insertable, Queryable, QueryableByName, Selectable,
+    deserialize::FromSqlRow, expression::AsExpression, query_builder::QueryId,
+    sql_types::Json, Insertable, Queryable, QueryableByName, Selectable,
 };
 use serde::{Deserialize, Serialize};
 use serde_json::Value;
+use superposition_derives::{JsonFromSql, JsonToSql};
+use superposition_types::{Exp, Overrides};
 
 #[derive(
     Debug,
@@ -25,6 +28,39 @@ pub enum ExperimentStatusType {
     INPROGRESS,
 }
 
+#[derive(Deserialize, Serialize, Clone, PartialEq, Debug)]
+pub enum VariantType {
+    CONTROL,
+    EXPERIMENTAL,
+}
+
+#[derive(Debug, Clone, Serialize, Deserialize)]
+pub struct Variant {
+    pub id: String,
+    pub variant_type: VariantType,
+    #[serde(skip_serializing_if = "Option::is_none")]
+    pub context_id: Option<String>,
+    #[serde(skip_serializing_if = "Option::is_none")]
+    pub override_id: Option<String>,
+    pub overrides: Exp<Overrides>,
+}
+
+#[derive(
+    Debug, Clone, Serialize, Deserialize, AsExpression, FromSqlRow, JsonFromSql, JsonToSql,
+)]
+#[diesel(sql_type = Json)]
+pub struct Variants(Vec<Variant>);
+
+impl Variants {
+    pub fn new(data: Vec<Variant>) -> Self {
+        Self(data)
+    }
+
+    pub fn into_inner(self) -> Vec<Variant> {
+        self.0
+    }
+}
+
 #[derive(QueryableByName, Queryable, Selectable, Insertable, Serialize, Clone, Debug)]
 #[diesel(check_for_backend(diesel::pg::Pg))]
 #[diesel(primary_key(id))]
@@ -40,7 +76,7 @@ pub struct Experiment {
     pub traffic_percentage: i32,
 
     pub context: Value,
-    pub variants: Value,
+    pub variants: Variants,
     pub last_modified_by: String,
     pub chosen_variant: Option<String>,
 }
diff --git a/crates/experimentation_platform/tests/experimentation_tests.rs b/crates/experimentation_platform/tests/experimentation_tests.rs
index 4b317dd2..738f6b3f 100644
--- a/crates/experimentation_platform/tests/experimentation_tests.rs
+++ b/crates/experimentation_platform/tests/experimentation_tests.rs
@@ -1,6 +1,8 @@
 use chrono::Utc;
 use experimentation_platform::api::experiments::helpers;
-use experimentation_platform::db::models::{Experiment, ExperimentStatusType};
+use experimentation_platform::db::models::{
+    Experiment, ExperimentStatusType, Variant, Variants,
+};
 use serde_json::{json, Map, Value};
 use service_utils::helpers::extract_dimensions;
 use service_utils::service::types::ExperimentationFlags;
@@ -52,7 +54,7 @@ fn experiment_gen(
     override_keys: &[String],
     context: &Map<String, Value>,
     status: ExperimentStatusType,
-    variants: &Value,
+    variants: &Vec<Variant>,
 ) -> Experiment {
     Experiment {
         id: 123456789,
@@ -66,7 +68,7 @@ fn experiment_gen(
         override_keys: override_keys.to_vec(),
         status,
         context: json!(context.clone()),
-        variants: variants.clone(),
+        variants: Variants::new(variants.clone()),
         chosen_variant: None,
     }
 }
@@ -231,7 +233,7 @@ fn test_is_valid_experiment_no_restrictions_overlapping_experiment(
         &["key1".to_string(), "key2".to_string()],
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -271,7 +273,7 @@ fn test_is_valid_experiment_no_restrictions_non_overlapping_experiment(
             Dimensions::Client("testclient2".to_string()),
         ]),
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -310,7 +312,7 @@ fn test_is_valid_experiment_restrict_same_keys_overlapping_ctx_overlapping_exper
         &experiment_override_keys,
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -347,7 +349,7 @@ fn test_is_valid_experiment_restrict_same_keys_overlapping_ctx_overlapping_exper
         &["key1".to_string(), "key3".to_string()],
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -384,7 +386,7 @@ fn test_is_valid_experiment_restrict_same_keys_overlapping_ctx_overlapping_exper
         &["key3".to_string(), "key4".to_string()],
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -423,7 +425,7 @@ fn test_is_valid_experiment_restrict_diff_keys_overlapping_ctx_overlapping_exper
         &experiment_override_keys,
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -460,7 +462,7 @@ fn test_is_valid_experiment_restrict_diff_keys_overlapping_ctx_overlapping_exper
         &["key1".to_string(), "key3".to_string()],
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -497,7 +499,7 @@ fn test_is_valid_experiment_restrict_diff_keys_overlapping_ctx_overlapping_exper
         &["key3".to_string(), "key4".to_string()],
         &experiment_context,
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -539,7 +541,7 @@ fn test_is_valid_experiment_restrict_same_keys_non_overlapping_ctx_non_overlappi
             Dimensions::Client("testclient2".to_string()),
         ]),
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -579,7 +581,7 @@ fn test_is_valid_experiment_restrict_same_keys_non_overlapping_ctx_non_overlappi
             Dimensions::Client("testclient2".to_string()),
         ]),
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
@@ -619,7 +621,7 @@ fn test_is_valid_experiment_restrict_same_keys_non_overlapping_ctx_non_overlappi
             Dimensions::Client("testclient2".to_string()),
         ]),
         ExperimentStatusType::CREATED,
-        &json!(""),
+        &vec![],
     )];
 
     assert_eq!(
diff --git a/crates/superposition_derives/Cargo.toml b/crates/superposition_derives/Cargo.toml
new file mode 100644
index 00000000..75297abe
--- /dev/null
+++ b/crates/superposition_derives/Cargo.toml
@@ -0,0 +1,17 @@
+[package]
+name = "superposition_derives"
+version = "0.1.0"
+edition = "2021"
+
+# See more keys and their definitions at https://doc.rust-lang.org/cargo/reference/manifest.html
+
+[dependencies]
+syn = { version = "2.0", features = ["full"] }
+quote = "1.0"
+proc-macro2 = "1.0"
+
+[lints]
+workspace = true
+
+[lib]
+proc-macro = true
diff --git a/crates/superposition_derives/src/lib.rs b/crates/superposition_derives/src/lib.rs
new file mode 100644
index 00000000..36302a9f
--- /dev/null
+++ b/crates/superposition_derives/src/lib.rs
@@ -0,0 +1,48 @@
+extern crate proc_macro;
+use proc_macro::TokenStream;
+use quote::quote;
+use syn::{parse_macro_input, DeriveInput};
+
+/// Implements `FromSql` trait for converting `Json` type to the type for `Pg` backend
+///
+#[proc_macro_derive(JsonFromSql)]
+pub fn json_from_sql_derive(input: TokenStream) -> TokenStream {
+    let input = parse_macro_input!(input as DeriveInput);
+    let name = input.ident;
+
+    let expanded = quote! {
+        impl diesel::deserialize::FromSql<diesel::sql_types::Json, diesel::pg::Pg> for #name {
+            fn from_sql(bytes: diesel::pg::PgValue<'_>) -> diesel::deserialize::Result<Self> {
+                let value = <serde_json::Value as diesel::deserialize::FromSql<diesel::sql_types::Json, diesel::pg::Pg>>::from_sql(bytes)?;
+                Ok(serde_json::from_value(value)?)
+            }
+        }
+    };
+
+    TokenStream::from(expanded)
+}
+
+/// Implements `ToSql` trait for converting the typed data to `Json` type for `Pg` backend
+///
+#[proc_macro_derive(JsonToSql)]
+pub fn json_to_sql_derive(input: TokenStream) -> TokenStream {
+    let input = parse_macro_input!(input as DeriveInput);
+    let name = input.ident;
+
+    let expanded = quote! {
+        impl diesel::serialize::ToSql<diesel::sql_types::Json, diesel::pg::Pg> for #name {
+            fn to_sql<'b>(
+                &'b self,
+                out: &mut diesel::serialize::Output<'b, '_, diesel::pg::Pg>,
+            ) -> diesel::serialize::Result {
+                let value = serde_json::to_value(self)?;
+                <serde_json::Value as diesel::serialize::ToSql<diesel::sql_types::Json, diesel::pg::Pg>>::to_sql(
+                    &value,
+                    &mut out.reborrow(),
+                )
+            }
+        }
+    };
+
+    TokenStream::from(expanded)
+}