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.