Moses NYC
A private storefront for watches and fine jewelry.
The Problem
Off-the-shelf jewelry templates look like everyone else and assume an add-to-cart shopper. Moses sells high-value watches and custom pieces through private, relationship-led conversations, and needed a storefront that felt like a Fifth Avenue showroom while staying discoverable, fast, and accessible.
The Approach
I built the theme from a blank Shopify base (no purchased template), translating the design directly into clean Liquid, Tailwind, and Alpine. Instead of a standard funnel, the site leads with consultation wizards and a private Inquire / Sell-Trade path for high-ticket deals, then hardens it: site-wide schema (including Speakable for voice and AI search), a WCAG AA accessibility pass, Core Web Vitals tuning, and JavaScript that degrades gracefully if a CDN fails.