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Lens & Frame Co.
A scratch-built Shopify store for a retail eyewear brand selling reading glasses, prescription eyewear, and replacement lenses.
Store Type
Retail Eyewear
Role
Full Shopify Build
Project snapshot
Store Type
Retail Eyewear
Role
Full Shopify Build
Revenue
$600k+ / year
Scope
Theme, catalog, SEO, custom solutions
What I worked on
This project covered the full Shopify build, from setup and store structure to custom solutions, content pages, SEO, and ongoing technical improvements.
- Built the store from scratch in Shopify, including navigation, storefront structure, and reusable page systems.
- Handled product setup, collection organization, merchandising, and content page creation across the storefront.
- Implemented custom solutions around the product and buying experience, plus SEO-focused structure and cleanup.
- Supported the store as a serious retail business rather than a simple brochure store.
Technical highlights
- Custom Shopify theme engineering for a storefront that balances editorial visuals with a deeper multi-category product catalog.
- Catalog architecture for readers, prescription eyewear, sunglasses, and replacement lenses with clearer discovery paths.
- Storefront components and custom logic to support a more specialized eyewear purchase flow and better product education.
- Technical SEO and performance-minded cleanup to keep the experience manageable as content and product depth grew.
Public storefront today
The live storefront currently highlights reading, prescription, and lens categories, plus search-led navigation.
Homepage messaging centers on EV Readers, Rx sunglasses, replacement lenses, and multi-brand merchandising.
Public storefront cues include 3,455 reviews, free returns, a 1-year scratch warranty, and handcrafted-in-California messaging.
Need similar Shopify help?
Let's talk about your store
If you need Shopify theme engineering, integrations, custom solutions, or help untangling technical store problems, I am available for direct freelance work.