Soho Nakit — Shopify build + SEO

Soho had a loyal in-store following across three Belgrade locations but no real digital presence. They needed an online store that matched the elegance of the silver pieces, ranked for high-intent jewelry queries in Serbia, and tied the three physical stores into the e-commerce experience instead of competing with them.

What we did

• Designed and built a fully custom Shopify theme from scratch — dark, animated, product-first — so the silver photography does the heavy lifting.
• Implemented a full technical SEO baseline: clean information architecture, jewelry-product schema, image and Core Web Vitals optimisation, sitemap and robots, internal linking.
• Ran on-page SEO across collections and PDPs with keyword-targeted descriptions and metadata mapped to high-intent Serbian jewelry queries.
• Built off-page SEO and local citations for all three Belgrade stores, plus a store locator with hours, directions and "reserve online, pick up in store".
• Optimised mobile-first with lazy loading, AVIF imagery and reduced JS payloads to keep the image-heavy catalogue fast.

Stack

Shopify, Liquid, custom theme, JSON-LD schema, GA4, Search Console, local citations.

Role

Lead end-to-end — visual design, theme build, on / off-page and technical SEO, performance and store-locator integration.

Soho now runs a single online channel that pulls organic traffic and feeds all three Belgrade stores instead of cannibalising them.

• +32% organic traffic
• +24% conversion rate
• +18% average order value
• 3 physical stores tied into the storefront