Lostandforged is an artisan jewelry brand that transforms antique silverware—such as spoons and forks—into unique, handcrafted rings, bracelets, and other pieces. The project involved a “complete Shopify theme update, customization SEO Analyze,” aligning the store’s design with the brand’s high-craft aesthetic while enhancing the user experience. Key improvements included mobile responsiveness, optimized load performance, and a structure designed for scalability and easier future product management.
Lost & Forged is a handcrafted metalwork brand that transforms reclaimed vintage materials—especially silver flatware—into wearable art like spoon rings, fork bracelets, apple watch bands, Judaica, and more. Lost & Forged+1
Their Shopify store needed an update to better reflect their artisan brand identity, improve site performance, and attract more organic traffic through SEO.
In this project, I handled a full Shopify theme refresh combined with a comprehensive SEO audit and optimization. The goal was twofold:
Elevate the site’s visual design, usability, and mobile experience.
Increase discoverability on search engines and improve technical SEO foundations so that Lost & Forged can reach more potential customers looking for unique upcycled jewelry.
Brand Identity Alignment: Reviewed Lost & Forged’s visual identity—its rustic, reclaimed-metal aesthetic—and aligned the updated theme to communicate that handcrafted, sustainable ethos. Lost & Forged+2Faire+2
Modular Theme Architecture: Rebuilt parts of the Shopify theme using modular sections (Shopify Sections & Blocks) so future design changes or content updates (e.g., new collections, blog posts) would be easy to manage.
Responsive Design Improvements: Ensured the new design is fully responsive across desktop, tablet, and mobile, offering a smooth browsing experience for customers viewing jewelry pieces on any device.
Code Clean-up: Removed obsolete or unused JavaScript and CSS to reduce page weight and improve rendering speed.
Image Optimization: Converted high-resolution product images into more web-friendly formats (e.g., WebP), and implemented lazy-loading so images load dynamically when needed.
Asset Prioritization: Deferred non-critical JavaScript and preloaded essential assets to ensure faster first contentful paint and better overall page speed.
Technical SEO Review: Conducted a full SEO audit to identify on-page issues (meta tags, heading structure, internal linking) as well as off-page considerations.
Keyword Strategy: Researched and identified priority keywords such as “upcycled spoon ring,” “fork bracelet,” “hand-forged silverware jewelry,” and tailored page content to align with these terms.
On-Page Optimization: Updated page titles, meta descriptions, header tags (H1, H2, etc.), and product descriptions to be more SEO-friendly while preserving the brand voice.
URL Structure and Navigation: Improved site architecture by optimizing URL paths, breadcrumb navigation, and internal linking to help Google crawl more efficiently and users navigate more intuitively.
Mobile SEO: Checked mobile usability, ensuring mobile-first indexing best practices are followed — since many customers browse jewelry from their phones.
Schema Markup: Implemented structured data (e.g., Product schema) so search engines can better recognize individual items like spoon rings, bracelets, and other metalwork pieces and display rich snippets.
Engaging Visual Storytelling: Emphasized the brand’s narrative—how pieces are handcrafted from reclaimed silverware—to connect emotionally with visitors.
Custom Sections: Created dedicated Shopify sections on the homepage such as Featured Creations, Best Sellers, and Custom Projects (for commissioned work from family heirloom flatware). Lost & Forged+1
Call-to-Actions (CTAs): Strategically improved the placement and design of CTAs (“Shop Now,” “Custom Order”) to guide users from discovery to purchase.
Trust Elements: Added social proof via press mentions and awards (e.g. design awards) from Lost & Forged’s brand story.
Google Analytics & Search Console Setup: Verified site in Google Search Console, configured analytics goals, and set up tracking to monitor organic traffic, bounce rate, and conversion paths.
Technical Error Monitoring: Set up periodic scans (e.g., via tools like Screaming Frog or Google Search Console) to detect crawl errors, broken links, or missing meta tags.
Page Speed Monitoring: Used performance tools (Lighthouse, PageSpeed Insights) to track improvements in metrics like First Contentful Paint (FCP) and Largest Contentful Paint (LCP) after changes.
Cross-Device & Browser Testing: Tested the redesigned theme and SEO changes on various devices (mobile, tablet, desktop) and browsers (Chrome, Firefox, Safari) to ensure consistency.
User Experience Feedback: Collected feedback from a small user group (or beta users) to validate that navigation, content, and filters feel intuitive.
SEO Validation: After updates, re-crawled the site and validated that meta tags, structured data, and internal linking were correctly implemented.
Stronger Brand Presentation: The refreshed Shopify theme now better reflects Lost & Forged’s craftsmanship and reclaimed-metal identity, making the site feel more authentic and artistic.
Improved Site Performance: With optimized code, compressed assets, and lazy loading, the site loads significantly faster, enhancing the customer experience and reducing bounce rates.
Better SEO Visibility: The SEO audit and content optimization laid a solid foundation for organic growth — making it easier for customers searching for “reclaimed silver jewelry” or “upcycled flatware jewelry” to find Lost & Forged.
Higher Conversion Potential: Clearer CTAs, better content structure, and trust-building elements guide visitors smoothly toward product exploration and custom orders.
Scalable Architecture: Thanks to modular theme sections, Lost & Forged can now update collections, launch new product categories, or publish blog content without complex development efforts.
A clear, structured approach to deliver quality results every time.
Defining goals and research before execution.
Defining goals and research before execution.
Defining goals and research before execution.
Defining goals and research before execution.
Here’s what some of my satisfied clients have to say about my work
Working with him was a game-changer for our business. From Shopify store setup to seamless WordPress integration, every detail was handled with professionalism and creativity. The final result not only looked stunning but also boosted our conversions significantly.
Founder & CEO
Working with him was a game-changer for our business. From Shopify store setup to seamless WordPress integration, every detail was handled with professionalism and creativity. The final result not only looked stunning but also boosted our conversions significantly.
Founder & CEO
Working with him was a game-changer for our business. From Shopify store setup to seamless WordPress integration, every detail was handled with professionalism and creativity. The final result not only looked stunning but also boosted our conversions significantly.
Founder & CEO
Let’s build something great together! As a Shopify expert and web developer, I’ll help you create a high-performing store that looks amazing and works seamlessly to grow your business.
Crafting modern, scalable, and user-focused web solutions to help businesses grow in the digital era.
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Define your goals and let’s build something remarkable together.