Emerald

A custom jewellery brand needed a storefront that could carry high price points online, where trust and presentation do most of the selling.

1. 01Prioritized large, high-fidelity product imagery and clean product-page layout over decorative theme elements that compete with the product.
2. 02Refined the theme iteratively against real merchandising needs (collections, product variants) rather than a one-off launch build.

• Custom Shopify Liquid theme with product-page layout built around large imagery and minimal competing UI.
• Variant and collection logic refined across multiple iterations as the catalog grew.
• Theme performance pass on image sizing and section loading for product-heavy collection pages.