Moses NYC
A private storefront for watches and fine jewelry.
Moses NYC is a New York watch and fine-jewelry house that sells privately, by consultation, often at five and six figures, and Eyal Gantz was the design-to-code lead on its storefront. Off-the-shelf jewelry templates look like everyone else and assume an add-to-cart shopper, so the house needed a storefront that felt like a Fifth Avenue showroom while staying discoverable, fast, and accessible. Gantz designed and built the theme from a blank Shopify base, with no purchased template, translating the design directly into clean Liquid, Tailwind CSS v4, Alpine.js v3, and Swiper.js over Shopify metafields. Instead of a standard funnel, the site leads with consultation wizards and a private inquire and sell-trade path for high-ticket deals. He then hardened it: site-wide JSON-LD 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.
Updated
What problem did Moses NYC have?
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.
How did Eyal solve it?
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.