SHOPIFY WEBSITE BUILD | JEWELRY WELLNESS & SPIRITUAL HOME DECOR
OUR PROJECTS
CRAFTMYSTIC.RO
The Project
CraftMystic is a Romanian family-owned brand centered on authentic natural stones and crystals, serving an audience primarily composed of women aged 25 to 60. The primary driver behind migrating from Gomag to Shopify was the client’s need for greater design flexibility, advanced custom features, and an improved overall user experience (UX/CRO).
Work
Shopify Website Build
Shopify Store Design
SEO Redirects
Website Launch
Vertical / Geography
Jewelry, Esoteric Items, Wellness & Spiritual Home Decor
Romania / Eastern Europe
The Process
With an extensive catalog of over 3,000 products and variants, the previous category structure made user navigation cumbersome. The main challenge was reorganizing the entire catalog to align with customer purchasing behavior, filtering by crystal benefit/intent, zodiac sign, and aesthetic appearance, while ensuring no loss of order history, customer data, or accumulated SEO organic authority.
Project Phases & Execution
The project was structured around three core pillars outlined in the Scope of Work (SOW): Shopify Website Build, SEO Redirects, and Website Launch. While the client managed the data migration internally (importing product, customer, and order records), our agency team focused on building a scalable storefront, highlighting the brand’s unique identity, and securing search authority. Ultimately, this collaborative effort delivered a seamless go-live that positions the brand for long-term digital growth.
Breakdown of Activities: Shopify Build, SEO & Launch
- Research & Initial Setup: Conducted brand analysis, competitor audits, and theme comparisons, resulting in selecting the Enterprise theme for optimal mobile performance and catalog scalability. Configured global settings including header, footer, site navigation, and visual identity.
- Architecture, Content & Authenticity Focus: Created core content pages, with a major emphasis on a dedicated About Us / Brand Authenticity page designed to showcase the brand’s family origins, values, and genuine stone sourcing. Mapped out over 25 Smart Collections and custom menus categorized by Benefit/Intent, Zodiac Sign, and Aesthetics.
- Customizations & Visual Design: Designed graphic elements and banners. Implemented custom interactive features, including video uploads on Product Detail Pages (PDP) and tailored cart options within the slide-out Cart Drawer.
- Application Integration: Configured key integrations, including Judge.me for product reviews, Pandectes for GDPR compliance, a Wishlist app, X-Connector for inventory/ERP sync, and Selleasy for cross-selling.
- SEO & 301 Redirects: Executed a massive 301 redirect mapping strategy for over 24,000 URLs from Gomag to Shopify to preserve search engine authority. Cleaned metadata (meta titles/descriptions) and optimized H1-H3 heading structures. Post-launch QA included re-checking redirected links to ensure correct destination mapping.
- Launch & Post-Launch QA: Performed functional and cross-browser testing, resolved layout bugs on mobile and tablet devices, and optimized the Add-to-Cart drawer flow. The official store launched successfully on June 25.
Key Functionalities Implemented
- Advanced filtering and catalog navigation based on intent/benefit, zodiac, and visual aesthetics.
- High-performance architecture built on the Enterprise theme, optimized for mobile UX.
- Dedicated Brand Authenticity & Storytelling Page highlighting natural materials, genuine sourcing, and physical store synergy.
- Technical integrations with ERP/shipping via X-Connector and key Shopify apps (Judge.me, Pandectes, Wishlist, Selleasy).
- Interactive Cart Drawer and video support on Product Detail Pages.
Conclusion & Business Impact
The migration successfully elevated CraftMystic’s online presence into a modern, flexible, and conversion-focused platform. By addressing technical bottlenecks, building a custom catalog structure, placing brand authenticity at the forefront, and preserving 24,000 URL paths for SEO, CraftMystic now operates on a scalable infrastructure ready for long-term growth and retention strategies.
Who is CraftMystic?
CraftMystic is a Romanian family-owned brand centered on authentic natural stones and crystals. It sells jewelry, esoteric items and spiritual home decor, mainly to women aged 25 to 60.
Why did CraftMystic migrate from Gomag to Shopify?
CraftMystic moved from Gomag to Shopify for greater design flexibility, advanced custom features and a better overall user experience and conversion rate.
How was the CraftMystic catalog reorganized on Shopify?
CraftMystic has over 3,000 products and variants, and its old category structure made navigation difficult. eCommerce Today mapped out more than 25 Smart Collections and custom menus organized by crystal benefit or intent, zodiac sign and aesthetic appearance, matching how customers actually shop.
Who handled the data migration for CraftMystic?
The CraftMystic team migrated product, customer and order data internally. eCommerce Today focused on building the Shopify storefront, protecting SEO authority through redirects and managing the launch.
How did eCommerce Today protect CraftMystic's SEO during the migration?
eCommerce Today mapped 301 redirects for over 24,000 URLs from Gomag to Shopify to preserve search engine authority. The team also cleaned meta titles and descriptions, optimized H1 to H3 heading structures and re-checked redirected links after launch.
Which Shopify theme does CraftMystic use and why?
CraftMystic runs on the Enterprise theme, chosen after brand analysis, competitor audits and theme comparisons. It was selected for strong mobile performance and the ability to scale with a large catalog.
Which apps and integrations were set up for CraftMystic?
eCommerce Today configured Judge.me for product reviews, Pandectes for GDPR compliance, a Wishlist app, X-Connector for inventory, ERP and shipping sync, and Selleasy for cross-selling.
What custom features were added to the CraftMystic store?
eCommerce Today added video support on product pages and tailored cart options inside the slide-out cart drawer. The team also designed custom graphic elements and banners for the store.
Why does CraftMystic have a dedicated brand authenticity page?
The About Us and Brand Authenticity page showcases CraftMystic’s family origins, values and genuine stone sourcing. For a brand built on natural materials, it helps customers trust the authenticity of the products and connects the online store with the physical store.
How was the CraftMystic Shopify store launched?
Before launch, eCommerce Today ran functional and cross-browser testing, fixed layout bugs on mobile and tablet and optimized the add-to-cart drawer flow. The new CraftMystic store launched on June 25.