We did not ask the brand to choose between beauty and speed.
Michael McBride
Founder & CEO, Atelier Commerce
We did not ask the brand to choose between beauty and speed.
Michael McBride
Founder & CEO, Atelier Commerce
We engineered a storefront that delivers both, and let conversion absorb the rising cost of media.
We engineered a storefront that delivers both, and let conversion absorb the rising cost of media.
Creative challenges
Moonglow had a beautiful story to tell, but the storefront was working against it. Speed was poor sitewide. A catalog-wide audit returned grade after grade in the D and E range, with several pages taking 12 to 14 seconds to load.
The flagship was the worst offender. The womens-necklaces collection loaded fully in 19.3 seconds with a 5.6s largest-contentful-paint, an F grade at 27 percent performance, made worse by an intrusive popup. Paid media costs were climbing. Media prices were rising at a double-digit rate. Without a better-converting experience, that increase would have pressured margin. A rebrand was in motion. The storefront had to carry an elevated brand identity flawlessly, without sacrificing the speed the brand had never actually had. The brief? Deliver beauty and speed together, and let conversion do the heavy lifting against rising media costs.
Creative challenges
Moonglow had a beautiful story to tell, but the storefront was working against it. Speed was poor sitewide. A catalog-wide audit returned grade after grade in the D and E range, with several pages taking 12 to 14 seconds to load.
The flagship was the worst offender. The womens-necklaces collection loaded fully in 19.3 seconds with a 5.6s largest-contentful-paint, an F grade at 27 percent performance, made worse by an intrusive popup. Paid media costs were climbing. Media prices were rising at a double-digit rate. Without a better-converting experience, that increase would have pressured margin. A rebrand was in motion. The storefront had to carry an elevated brand identity flawlessly, without sacrificing the speed the brand had never actually had. The brief? Deliver beauty and speed together, and let conversion do the heavy lifting against rising media costs.
The System We Built
We reimagined the Shopify Plus storefront from the ground up, in step with the rebrand. Bespoke speed optimization. Hand-tuned front-end engineering rather than a one-size plugin: render-blocking resources addressed, non-critical scripts deferred, the critical path trimmed, and popup-driven friction removed on key entry pages. Cloudinary image delivery. Image delivery moved to Cloudinary for automatic format negotiation, responsive sizing, and on-the-fly optimization. For a jewelry brand where imagery is the product, this protected visual quality while collapsing payload weight.
Reimagined storefront alongside the rebrand. Collection pages, product pages, and homepage rebuilt to carry the elevated brand identity with a clean, fast, conversion-focused layout. CRO baked into the rebuild. Faster pages, clearer hierarchy, and reduced friction produced a higher-converting experience. Lifestyle marketing and broader growth. With a storefront that finally matched the brand, Moonglow moved into lifestyle marketing and a broader growth posture.
The System We Built
We reimagined the Shopify Plus storefront from the ground up, in step with the rebrand. Bespoke speed optimization. Hand-tuned front-end engineering rather than a one-size plugin: render-blocking resources addressed, non-critical scripts deferred, the critical path trimmed, and popup-driven friction removed on key entry pages. Cloudinary image delivery. Image delivery moved to Cloudinary for automatic format negotiation, responsive sizing, and on-the-fly optimization. For a jewelry brand where imagery is the product, this protected visual quality while collapsing payload weight.
Reimagined storefront alongside the rebrand. Collection pages, product pages, and homepage rebuilt to carry the elevated brand identity with a clean, fast, conversion-focused layout. CRO baked into the rebuild. Faster pages, clearer hierarchy, and reduced friction produced a higher-converting experience. Lifestyle marketing and broader growth. With a storefront that finally matched the brand, Moonglow moved into lifestyle marketing and a broader growth posture.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
