Shopify Theme Modernization
Catalog & Collections Rebuild
Performance & UX Improvements
PROJECT OVERVIEW
The Challenge
Danforth Pewter is a family-owned American craft manufacturer with deep roots in traditional pewter-making. Their catalog spans ornaments, jewelry, home goods, special collections, and customizable gift items. As the brand grew, the existing Shopify setup became harder to maintain — inconsistent product structures, outdated templates, difficult navigation, and a lack of cohesive visual hierarchy limited their ability to tell their story and convert visitors. With an expanding product line and a loyal customer base, Danforth needed a modern ecommerce foundation that supported growth without losing the charm and authenticity central to their heritage.
Puget Digital partnered with Danforth to rebuild key areas of their online experience: updating theme architecture, reorganizing collections, cleaning product templates, improving navigation, and applying modern UX practices while preserving the handcrafted character of the brand.
Catalog Refinement & Story-Driven UX
The catalog required careful restructuring to support Danforth’s varied product categories. We standardized product fields, removed outdated variants, and unified naming conventions across hundreds of SKUs. A major focus was creating a more intuitive user journey. Danforth customers often shop by category, occasion, season, or style — and the previous site made this difficult. We rebuilt collection logic around real shopping behaviors, simplified filtering, and improved discoverability. The theme updates introduced cleaner layouts, improved typography, lightweight sections, and a visual system that highlighted craftsmanship, materials, and heritage storytelling.
The Solution
The revitalized storefront delivers a faster, clearer, and more emotionally resonant experience. Users can now browse categories effortlessly, product pages load faster with cleaner media and descriptions, and the refined structure supports seasonal launches and campaigns with far less operational overhead. The improved checkout flow and streamlined navigation reduce friction and enhance the brand’s premium feel.
By modernizing both the catalog and the UX foundation, Danforth Pewter now has an ecommerce platform that reflects the quality of its craftsmanship — and gives the internal team a stable, scalable system for long-term growth.
Client
Danforth Pewter — an American artisanal brand producing handcrafted pewter goods since 1975.
Category
Ecommerce Redesign, Shopify Development, Catalog Optimization
Timeline
2024
Live Project
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